CHALLENGES AND OPPORTUNITIES: THE IMPACT OF THE SECOND SCREENING ON TELEVISION VIEWING IN BLANTYRE, MALAWI.

This research investigates the dual impact of second screening on television viewing in Blantyre, Malawi, exploring the challenges it poses to traditional viewing practices and the opportunities it presents for broadcasters. Based on the Distraction-Conflict and Uses and Gratification theories, the study examines how second screening, the simultaneous use of secondary devices during television watching, affects viewer attention and engagement. Utilising qualitative methodologies, including focus groups and in-depth interviews, the research gathered insights from a diverse demographic in Blantyre. The analysis uncovered that second screening often leads to fragmented attention and reduced engagement with television content, posing significant challenges for content creators and broadcasters. However, the study also highlights potential opportunities for leveraging second screening to enhance viewer engagement, particularly through interactive content and social media integration. These opportunities suggest innovative strategies for broadcasters to reclaim viewer attention and foster a more participatory viewing experience. The findings of this study offer valuable implications for media producers, suggesting that embracing the complexities of second screening can lead to more engaging and immersive content strategies. Furthermore, this research contributes to the understanding of media consumption dynamics in Malawi, providing a foundation for future studies in similar contexts where digital and traditional media intersect. [ABSTRACT FROM AUTHOR]