Narrowcasting

=Narrowcasting=


 * Narrowcasting** is defined as "targeting media to specfic segments of the audience" (Media Now, 40).

A perfect example of narrowcasting can be recognized in a preview shown in theatres for the movie Saw Three.Prior to the viewing of Saw Three, an advertisement for a new horror movie //Touristas// is shown. The advertisement is specficially targetting an audience of adults who enjoy watching Horror movies similar to the //Saw// series.

During the heyday of popular American television back in the 1950's and 60's, the three major television networks of ABC, CBS, and NBC were the dominant forces of television. They determined what the viewing public would see on a regular basis, and after accumulating collectively 90% of the television viewing population, they had established themselves as the leaders in television programming. However, this trend was not to last forever. Independent networks began to pop up, specialty cable channels began to be offered and the rise of the VHS and home vcr took control over what was viewed in homes. The viewing public now had a very strong say in what they watched, and thus the rise of narrowcasting began to emerge. In response to this, the networks had to think of a way to move within this trend without completley sacrificing the shows they had built up to appeal to mass audiences. What they did was work these programs into specific time slots that appealed to the demographics mosts interested in these shows. For example, Saturday morning cartoons.

Narrowcasting is driven by ceonomic necessity and competition, with some stations supported by government support. A factor in this competition has become the public service boradcasters. What was once a rising form of programming is quickly being left behind as audiences are won over by new features such as Rogers OnDemand and satellite television, among others. The idea of mass programming for large audiences has become a thing of the past.

Interactive Narrowcasting is the new addition to narrowcasting by enabling shoppers to have an interactive experience by narrowing their search options to fit their specific needs. These interactive sites will allow you to compare and contrasts brands and formulate decision making.

References:
Straubhaar, Joseph, and Robert Larose. __Media Now Understanding Media, Culture and Technology__. USA: Thomson Wadsworth, 2004. Massey, Kimberly. The Museum of Broadcast Communications. __Narrowcasting.__  NBC logo: http://www.targetmarketnews.com/NBC-logo-RGB-pos.jpeg ABC logo: http://www.andrea-bowen.com/abc-logo.gif CBS logo: http://www.lasc.be/media/images/cbs_logo.jpg