South Africa, Feb. 10 -- In essence, intentional media is content that people choose because it fits into their lives. It is media designed to support focus, understanding and everyday routines that helps people learn, unwind and make sense of the world without overwhelming them.

This is a stark contrast to the prevailing approach of media overload. Where algorithms prioritise volume, speed and engagement metrics, and consumers are bombarded by constant messaging 24/7 that leaves them feeling fragmented and fatigued.

It's hardly surprising then, that consumer attention has become increasingly erratic and is no longer easy to pin down. Attention can be bought, interrupted and skipped. Consumers may see content, scroll past it, mute it or...