Media Television Industry Narrowcasting Is Essay

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Government officials and elected officers become unwilling to provide limited public funds to broadcasters whose audiences are becoming smaller, forcing public service programmers to reach for larger audiences with different types of program content. "While multiple program sources -- cable, home video -- make it unlikely that these systems will move toward "mass audience programming" it is the case that the face of broadcasting is changing in these contexts" (Narrowcasting, 2012).

Digital signage networks for narrowcast advertising are becoming part of the mainstream and not some sort of on the edge experimental medium reserved for the daring and advanced. Rather than being seen as a risk in the eyes of media buyers, they are becoming a vital communications path for marketers and advertisers wishing to sway consumer spending decisions at the point of purchase. It isn't particularly surprising that narrowcast digital signage networks are entering the mainstream. Advertising buyers and marketers are witnessing a radical transformation of an advertising mainstay like television to the new and exciting world of narrowcasting. "Once a medium they thoroughly knew and understood, TV is moving away from a controllable, definable advertising proposition to one that's putting viewers in greater control of what they watch and when -most notably for this discussion, commercials" (Little, 2007).

There has been a lot written about the future of broadcasting vs. narrowcasting.

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In the past, TV, radio, newspapers and books were profitable by reaching the largest possible audience. One can see the impact of the Internet on traditional broadcasting by looking at the exploding number of web sites designed to add value to television shows. Newspapers are expected to offer online editions. Radio profits will explode when an available audience is no longer limited by geographic proximity. Wall Street is excited by the recently proposed CBS Viacom merger, not just because of the synergy created by owning a massive variety of content production and distribution, but because anyone in the world may now tune-in to a specific radio program (Stager, 2007).

Narrowcasting succeeds because production and distribution is cheaper than ever before. Advertising may now be targeted to specific demographic groups. Media convergence is now possible due to the Internet makes possible a multimedia "channel" where fans can listen to a radio show, watch a television program, discuss media and trade products and news about their favorite entertainer 24/7 anywhere on the globe (Stager, 2007).

It appears that the future of narrowcasting is a bright one. It is a positive shift for advertisers as well as consumers. The one group that, in the end, may not benefit from this change is that of broadcasting, as it appears that the growth and potential of narrowcasting.....

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