Narrowcasting is targeted communication restricted to specific audiences through proprietary equipment and encryption. Examples include cable TV, satellite radio, and password-protected websites. It is associated with target marketing and has found useful applications in public facilities. Narrowcasting has affected programming on major networks, and its growth is expected to continue with advancing technology.
Narrowcasting is an umbrella term used for communications such as radio or television signals that are restricted to subscription customers or otherwise prohibited from broadcasting. Broadcasts are broadcast to the general public, available to any general purpose receiver with the ability to capture the signals. Narrowcasting is directed at particular audiences through proprietary equipment and encryption or other discriminatory means.
One of the most common examples of narrowcasting is cable TV. Encrypted signals can only be viewed on a TV by first running a cable company-provided decoder for a monthly fee.
Another example is satellite radio. Satellite radio is commercial-free radio, requiring a proprietary receiver or tuner. Satellite radio is also a paid subscription service, but narrowcasting doesn’t always incur a fee.
The Internet itself includes both broadcasting and narrowcasting. Websites that are open to any visitor without registration or subscription are essentially broadcasts. Those websites or subnets that require passwords, registration, or some form of membership are examples of narrowcasting. Mailing lists are another example, as are podcasts which are generally geared towards a very specific audience segment. With some exceptions, subscription-focused mailing lists, podcasts, and websites are usually free services.
Because narrowcasting is directed at a limited pool, it is associated with target and niche marketing. Narrowcasting has also found useful applications in shopping malls, airports and other public facilities where visitors use touch screens to find flight times, outlets, restaurants or other information. Sometimes referred to as interactive narrowcasting, this type can reduce the need for customer service personnel.
The original television networks CBS, NBC and ABC tried to attract as many people as possible with varied programming in the 1950s, 60s and 70s. Now, newer cable television networks often specialize in single genres. MTV was the original music-only channel, while CNN only produces news. Home and Garden, the History channel, ESPN sports, and the Animal channel are all great examples of the critical shift from broadcast to restricted broadcast in cable television.
While the original broadcast networks continue to offer a variety of programming, narrowcasting has likely affected that pattern as well. Programs that cater to the same audience segment are often offered sequentially on major networks, and while one night of the week might be dominated by legal dramas, the next night might be dominated by teen shows or sitcoms.
There’s no doubt that narrowcasting will continue to grow as technology opens the door to the average tech-savvy Joe and Jane. Where it once took a great deal of money to get a message across, today even a teenager can use an Internet cafe and a free website to reach the world or their own small niche audience.
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