How does narrowcasting work?

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Narrowcasting has traditionally been defined as the dissemination of information, often by television or radio media, not to the general public, but rather a narrow audience. Narrowcasting is different than broadcasting. Broadcasts are sent out to the general public and are made available for any individual that has the ability to receive the signal. Narrowcasting is sent only to a specific audience via discriminatory means. Various forms of narrowcasting involve use of encryption or directional signals. Narrowcasting that is done in out-of-home advertising, means the exhibit of content through a digital signage network, such as projected images of plasma displays found in corporate buildings and retail stores. It is when the content displayed is meant to deliver targeted messages at specific times and locations, to specific individuals. Narrowcasting is based around the concept of aiming messages from the media to specific segments of the population defined by demographic preference, or value attributes. Narrowcasting has also been linked to target marketing or niche marketing.

One of the most common forms of narrowcasting comes from cable television. The encrypted signals that are sent from the cable television companies can only be received by individuals who have a running descrambler that can be purchased from the cable company for a monthly fee. Satellite radio is another version of narrowcasting. Commercial free radio and satellite radio requires an individual to purchase a proprietary tuner or receiver. Another form of narrowcasting that is garnering positive feedback is interactive narrowcasting. Employed by a lot of airports, shopping centers, and other facilities, individuals are able to use a touch screen system to look at flight schedules, pick a movie to watch while flying, go to different locations to shop, look at restaurants, and get information. This form of narrowcasting has reduced the necessity of hiring customer service personnel, as everything can be answered by simply touching a screen.

The internet also has forms of narrowcasting. Though most websites are broadcasted on the Internet, meaning they are open to anyone who wants to visit the site without a subscription or registration, some websites require the use of passwords, registration, or membership. These websites are examples of narrowcasting online. E-mail mailing lists, subscription-centric websites, and podcasts, which are geared toward a specific section of a population, can also be considered narrowcasting. Narrowcasting has well-built implications for the future of e-commerce. Even though the Internet is generally seen as a broadcasted medium, in regards to the ability to access information, marketers have turned this broadcasted medium into a highly targeted medium. When an individual ventures to an online store and gives their demographic information, marketers then have the ability to customize their advertising and content that individuals receive or see. An example can be seen through internet radio. Though many individuals have the ability to listen to the same internet radio broadcast, the commercials played throughout are often tailored to the information individuals provide to the website, including occupation, hobbies, sex, income, geography, ethnicity, and so on. Online marketers are no longer marketing messages that are of no desire to the individuals listening to them. Through narrowcasting, online commercials can be shaped to fit a certain niche.

There are many advantages today of narrowcasting, especially thought the Internet. First, it reaches a niche audience and it is done in a manner that is cost effective. Narrowcasting greatly reduces the cost of production and distribution, because now information is hitting the right targets, so less can be produced. Narrowcasting is easily manageable through the Internet. Finally, narrowcasting also allows real time responses to changes in demography.

Resource by Will

I am the editor for TheFreeResource.com, and owner of LinchpinSEO, a small business content creation company. The Free Resource has a select community of talented writers, teachers, and business people (and we are always looking for more) that bring you the most trusted resources on the web and credible articles about many topics.

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