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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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