• Summary
  • Contents

The SAGE Key Concepts series provide students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension. Key Concepts in Journalism offers a systematic and accessible introduction to the terms, processes, and effects of journalism;a combination of practical considerations with theoretical issues; and further reading suggestions. The authors bring an enormous range of experience in newspaper and broadcast journalism, at national and regional level, as well as their teaching expertise. This book will be essential reading for students in journalism, and an invaluable reference tool for their professional careers.

Narrowcasting/Niche Broadcasting
Narrowcasting/niche broadcasting

A term of the moment in the early to mid-1990s. As the number of broadcast outlets expanded exponentially and technological advance made production cheaper, so the fight for audiences became tougher. At the same time, broadcasters became more sharply aware of who they were broadcasting to – the target audience. They redoubled efforts to find gaps in the market and develop new types of programming that would attract viewers.

With the advent of cable and satellite television it became possible to assume that only a limited number of people, or a particular group of people, would be interested in a particular programme, a notion exploited successfully in subjects like music and sport by MTV and Sky.

The idea is more entrenched in American and Australian ...

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