MC01

NARROW

-synonymous to LIMITED, CONTRACTED, CONSTRICTED.

CASTING

-ROOT WORD: CAST which means to EMIT, TRANSMIT, SPREAD, DIRECT.

 According

to Wikipedia,

Narrowcasting has traditionally been understood as

the dissemination of information (usually by radio or television) to a narrow audience, not to the general public. A narrowcast is the transmission of data to a specific list of recipients.
According

to Wisegeek.com,

Narrowcasting is a catchall term used for

communications such as radio or television signals that are limited to subscription customers or otherwise prohibited from being broadcast.

 Narrowcasting

is a form of broadcasting, if the latter term is understood as the "wide dissemination of content through mechanical or electronic media" as defined by Dr.
Jonathan Sterne of McGill University.

Narrowcasting

involves aiming media messages at specific segments of the public defined by values, preferences, or demographic attributes. Also called niche marketing or target marketing. Narrowcasting is based on the idea that mass audiences do not exist.

 Narrowcasting

is

directed to a particular audience via proprietary equipment and encryption, or by some other discriminatory means.

are transmitted to the general public, available for any general receiver with the capability to capture the signal(s).

Broadcasts

 CABLE

TELEVISION SATELLITE RADIO INTERNET (both broadcast and narrowcast)

Mailing Lists

Podcasts
Video Blogs (VLogs)
INTERACTIVE

NARROWCASTING COMMERCIAL APPLICATION/ OUT-OF-HOME ADVERTISING

Digital Signage Networks

 One

of the most common examples of narrowcasting is cable TV. The encrypted signals can only be viewed on a TV by first running through a descrambler provided by the cable company for a monthly fee.

 With

narrowcasting the programmer or producer assumes that only a limited number of people or a specific demographic group will be interested in the subject matter of a program. In many ways, this is the essence of cable television's programming strategy. Following the format or characteristics of specialized magazines, a cable television program or channel may emphasize one subject or a few closely related subjects.

 Original

television networks CBS, NBC and ABC sought to appeal to as many people as possible by varied broadcast programming throughout the 50s, 60, and 70s. Now newer cable TV networks specialize in narrowcasting. e.g. MTV was the original music-only channel, while CNN produces news only. Home and Garden, the History channel, SciFi, ESPN sports, and the Animal channel are all prime examples of the fundamental shift from broadcasting to narrowcasting in cable network television.

 For

the most part, the major networks continue to gear their programming to the general mass audience. But increasingly, they, too, are engaged in forms of narrowcasting by segmenting similar programs that appeal to specific groups into adjacent time slots. A network, for example, might target young viewers by programming back-to-back futuristic space programs on one night, while on a different night, feature an ensemble of ethnic-oriented programs. This strategy allows the networks to reach the overall mass audience cumulatively rather than simultaneously.

 While

the original broadcast networks continue to offer a variety of programming, narrowcasting has arguably influenced that model as well. Programs that appeal to the same audience segment are often offered back-to-back on the 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. Cable networks can be divided into three major types: basic, pay, and pay-per-view.

1.) BASIC NETWORKS: The majority of channels on most cable systems are devoted to basic cable networks. These are termed "basic" because the subscriber can obtain a large number of them for a low price. There are over sixty basic networks including: Cable News Network (CNN)--24 hours a day of news and information. The Discovery Channel--documentaries and informational programming. E! Entertainment TV--programming by and about entertainment. ESPN--24 hour sports programming. MTV--music videos and music-related material aimed at teenagers. Nickelodeon--children's and family programming.

 2.) PAY NETWORKS Pay cable networks, such as HBO, The Movie

Channel, Showtime, Cinemax, and The Disney Channel, do not sell advertising. They derive all income from the cable systems that carry them. The systems, in turn, charge consumers subscription fees for each pay network, usually at a rate of $10 to $20 per month per pay service. In other words, the pay services are on a more expensive tier than basic services. The systems and the networks divide the consumer fee, usually about 50-50, but this ratio is subject to negotiation. Consumers who do not subscribe to the pay services receive scrambled signals on channels occupied by those services.

 3.) Pay-per-View Networks Of all forms of cable networks, pay-per-view networks

are the newest, and therefore the most unsettled. With these systems, subscribers pay only for those programs they actually watch. If they have not paid for a particular program, a scrambled signal appears on the pay-per-view channel. The network and the system divide the subscriber fees, based on a negotiated percentage. The subscriber pays what the market will bear. Movies can be seen for a few dollars, while major sports events may have a price tag in the $20 to $50 range.

 Other

pay-per-view networks do not cablecast on a regular basis--they feature special events, primarily sports and concerts. e.g. HBO pay-per-view during Manny Pacquiao boxing fights

 Another

example of narrowcasting. Satellite radio is commercial-free radio, requiring a proprietary receiver or tuner. Satellite radio is also a paid subscription service, but narrowcasting doesnt always involve a fee. e.g. satellite radios by civic organizations

 The

Internet uses both a broadcast and a narrowcast model. Most Web sites are on a broadcast model since anyone with Internet access can view the sites. However, sites that require one to log-in before viewing content are based more on the narrowcast model. Push technologies which send information to subscribers are another form for narrowcasting.

Perhaps the best example of narrowcasting in this context are electronic mailing lists where messages are sent only to individuals who subscribe to the list. e.g. Yahoo! Groups Philosophiaintellectus-for first year Logic students at SPUQC Another example of narrowcasting as are podcasts that are generally geared towards a highly specific segment of the public. With some exceptions, mailing lists, podcasts, and subscription-centric websites are generally free narrowcasting services.

Podcasts

are radio shows downloaded over the internet. You can find a wide variety of podcasts in the Podcast Directory, which have their specific themes. By the makers of iPod (Apple), initially to also market their iPod products.

 Narrowcasting

has also found useful applications in malls, airports, and other public facilities where visitors use touch screens to find flight schedules, shop locations, restaurants or other information. Interactive narrowcasting enables shoppers to influence the content displayed via narrowcasting. One way of doing this is via a touch screen. This type of narrowcasting can reduce the need for customer service personnel.

 User-driven

content also provides an excellent medium for narrowcast marketing, provided the correct product is matched with the appropriate media. These systems enable brands to communicate with their customers via a personal computer. The advantage of the majority of interactive narrowcasting projects is that they are more effective and less cost absorbing overtime.

 There

are also one-way, traditional media approaches to narrowcasting such as Internet Talk Radio. Unlike broadcast radio programs, these programs are focused on a specific (narrow) topic.

 Narrowcasting

is particularly useful as a commercial advertising tool. Pre-recorded television programs are often broadcast to captive audiences in taxi cabs, buses, elevators and queues (such as at branches of the Post Office in the United Kingdom). The theory being that, by identifying particular demographics viewing such programmes, advertisers can better target their markets.

 An

example of narrowcasting in this context is the installation of the Cabvision network in London's black cabs which shows limited pre-recorded television programmes interspersed with targeted advertising to taxicab passengers.

Marketing

experts are often interested in narrowcast media, since access to such content implies exposure to a specific and clearly defined prospective consumer audience.