Thanks to Google and Hypermedia, we are living a life fed by our own tastes and interests, seconds by seconds. Log into your Instagram account, you are fed and flooded by posts, and tailored content, customized for you and only your consumption. This is what we call a paradigm shift from Broad-casting to Narrow-casting (in a simple and short tone also). So let’s learn more about the topic.
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What is Broadcasting and is it over?
As common and known for many years, Broadcasting has proven to be the most dominant form of transferring content to the critical mass and audiences. In this form of casting, there are the same contents conveyed to a mass of audiences in touch with the medium. TV seems a proper sample of broadcasting in which many people enjoy the same and homogenized type of content. But the critical question remains is it all over for Broadcasting? The answer is definitely NO.
There will be no death to Broadcasting but a new rebirth or just a new living under the umbrella of Digital media. Unlike the common belief and opinion on Broadcasting vs Digital media (which is known as a mother to Narrow-casting), digital media is going to provide a new opportunity and nourishment for Broadcasting and related media that empowers them to well do the same tasks done before in a more adapted and fresh fashion.
Narrow-casting: A novel response for a novel era
Before diving into the subject, it is worthwhile to deal with another concept known as “Niche-casting“.
What is Niche-casting?
As suggested by the term itself, niche-casting stands for the way, the method just opposite to broadcasting and transferring the suggested content to a small and limited group of people known by their similar and common tastes and interests.
Niche-casting is and should be considered, a major step and window to Narrow-casting which seeks to satisfy the individual by feeding him, based on his own interest and favors.
Narrow-casting in a more expanded definition
As mentioned above, Narrow-casting seeks individual satisfaction by suggesting personalized and wholly customized content based on her previous searches, history, and interests. Thanks to AI, IT, and Digital media, narrow-casting is supported and empowered by Artificial intelligence which is not to be discussed here.
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Broad-casting vs Narrwo-casting: Compare and Contrast
From a Strategic point of view, there are factors and elements that tap on the similarities and differences between the pivotal topics of Broadcasting and Narrow-casting:
Audiences
Broadcasting enjoys a wide range of audiences, while Narrow-casting strives to satisfy customized and personalized tastes.
Suppliers
In Broadcasting there is only one major player and content creator, while Narrow-casting is proud of the billions of users and content creators staying there and feeding each other.
New entrants
Unlike the rigid and strict realm of broadcasting, Narrow-casting seems to be much more inviting, serving all the users with professional and practical means, exploited for diffusing content and ideas at the speed of thought.
Content
Out of the closed box of Broadcasting, Narrow-casting seems to be home to ideas, creativity, innovations, and mines of billions of visions transmitted through the optic cables.
Final thoughts: A paradigm shift
As the topic suggests, there is a critical and dramatic paradigm shift in the way media behaves, since the emergence of Narrow-casting. Unlike in the gone days, nowadays it is the audience and the media consumer staying in the power zone and driving the media business. Opposite to Broadcasting, today’s media consumers are to be known as the driving force, pivot, and major material that media is fed with. Short and simple, today User and the only audience, is considered an important and valuable resource of data, information, ideas, and content. The better you serve the audience and help her with novel means and media of content creation, the larger your margin of profit will be. Media’s value chain is experiencing a transformation from a pipeline style, to a platform model in which a medium is known by the factors and elements of the platform business model.
