The study focused on examining the effectiveness of news media in promoting human rights globally, exploring various media types, including television, online platforms, social media, and print. It evaluated media efforts in advocating for critical issues such as freedom of speech, press freedom, gender equality, and religious tolerance. Conducted in Lusaka District, the study aimed to achieve three objectives: assessing factors influencing media effectiveness in promoting human rights, investigating challenges faced by electronic media houses, such as editorial bias, resource constraints, and legal barriers, and evaluating the role of news media in raising public awareness of human rights. A mixed-methods approach was employed, utilizing both quantitative and qualitative data through in-depth interviews with 50 respondents from selected media stations. The findings revealed key insights: only 23% of respondents believed the media enjoys freedom of speech, while 64% disagreed. Regarding supportive policies, 71% of respondents disagreed that the media operates under favorable conditions, with only 3% strongly agreeing. Additionally, 47% strongly agreed that policymakers force media outlets to remove content for political reasons, while only 7% disagreed. Independence from policymakers was another concern, as merely 3.7% strongly agreed that media houses operate autonomously. Furthermore, 54% of respondents strongly agreed that media professionals face harassment, reflecting a challenging operational environment.The study concluded that news media play a significant role in promoting human rights awareness, yet numerous challenges hinder their effectiveness. Recommendations include providing media professionals with training to enhance audience engagement through social media, ensuring they adapt to technological advancements. Furthermore, the enactment of the long-pending Access to Information Bill and the reconsideration of the Media Regulation Bill are crucial. These measures would promote media self-regulation, improve adherence to ethical standards, and create a supportive environment for media to fulfill its role in advocating for human rights effectively. Addressing these challenges is essential to strengthen the media's capacity to champion human rights on a global scale