African audiences are consuming more media across more platforms than ever before, but for broadcasters, the challenge is no longer simply reaching audiences. It is keeping their attention.
From traditional television and radio to streaming platforms, social media, short-form video and on-demand services, audiences now have unprecedented choice over what they watch, listen to and engage with. This increasingly fragmented media environment is putting pressure on broadcasters to rethink how they create, package, distribute and monetise content.
These challenges will take centre stage at the upcoming Broadcasters Convention – Southern Africa 2026, taking place from 22–25 October 2026 at Avani+ Barbarons, Mahé, Seychelles, where industry leaders will examine what it will take for African broadcasters to remain relevant and competitive in the evolving attention economy.
Under the topic “Winning the Battle for Attention: What Will Keep African Audiences Watching, Listening and Streaming?”, the Convention will explore the changing relationship between audiences and media brands and the strategies broadcasters can adopt to build deeper, more sustained engagement.
As audiences increasingly move between linear broadcasting, connected TV, streaming platforms, podcasts, social media and other digital services, broadcasters are competing not only with other media organisations but with an expanding ecosystem of entertainment and information providers. The ability to capture attention — and convert that attention into lasting audience relationships — is becoming a critical measure of success.
For African broadcasters, this presents both a challenge and an opportunity. Local knowledge, cultural relevance, trusted brands and compelling home-grown content remain important differentiators, but broadcasters must also understand how audiences discover content, what drives engagement and why they choose to stay with one platform over another.
The Convention will bring together broadcasters, media executives, content creators, technology providers, advertisers, regulators and other industry stakeholders to examine the forces reshaping audience behaviour across the continent.
Discussions will consider how broadcasters can use audience data and insights to better understand consumption patterns, develop content that resonates across different audience segments, and deliver experiences that are increasingly personalised and accessible across platforms.
The conversation will also explore the role of artificial intelligence, streaming, connected television, digital audio and emerging distribution models in helping broadcasters compete for audience attention while building sustainable business models.
At the heart of the discussion is a fundamental question: In an environment where audiences have more choice than ever, what will make them choose African broadcasters—and keep coming back?
The Broadcasters Convention – Southern Africa 2026, the 10th edition of the regional Convention, is hosted by the Seychelles Broadcasting Corporation (SBC) and convened by Broadcast Media Africa (BMA) in partnership with the Southern African Broadcasting Association (SABA).
The Convention will provide a platform for the regional broadcasting and media industry to exchange ideas, examine emerging trends and identify practical strategies for navigating the next phase of media transformation.
With audience behaviour evolving rapidly, winning the battle for attention will require broadcasters to look beyond simply being present across platforms. It will require a deeper understanding of audiences, stronger content propositions and the ability to deliver the right content to the right audience, at the right time and on the right platform.
