Narrowcasting
Encyclopedia
Narrowcasting has traditionally been understood as the dissemination of information (usually by radio or television) to a narrow audience, not to the general public. 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 postmodern idea that mass audiences do not exist. The term was coined by computer scientist and public broadcasting advocate J. C. R. Licklider
, who in a 1967 report envisioned "a multiplicity of television networks aimed at serving the needs of smaller, specialized audiences. 'Here,' stated Licklider, 'I should like to coin the term "narrowcasting," using it to emphasize the rejection or dissolution of the constraints imposed by commitment to a monolithic mass-appeal, broadcast approach.' "
The term "narrowcasting" can also apply to the spread of information to an audience (private or public) which is by nature geographically limited — a group such as office employees, military troops, or conference attendees — and requires a localized dissemination of information from a shared source.
The terms multicast
and narrowcast are often used interchangeably, although narrowcast usually refers to the business model whereas multicast refers to the actual technology used to transmit the data.
experts are often interested in narrowcast media as a commercial advertising
tool, since access to such content implies exposure to a specific and clearly defined prospective consumer audience. The theory being that, by identifying particular demographics viewing such programmes, advertisers can better target their markets. Pre-recorded television programmes are often broadcast to captive audiences in taxi cabs
, bus
es, elevator
s and queues (such as at branches of the Post Office
in the United Kingdom
). For instance, the Cabvision
network in London
's black cabs
shows limited pre-recorded television programmes interspersed with targeted advertising to taxicab
passengers.
uses both a broadcast and a narrowcast model. Most websites are on a broadcast model since anyone with Internet access can view the sites (Wikipedia is a good example, this website can be received by anyone with an internet connection). 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 are electronic mailing list
s where messages are sent only to individuals who subscribe to the list.
Narrowcasting is also sometimes applied to podcasting
, since the audience for a podcast is often specific and sharply defined. Dr. Jonathan Sterne of McGill University
stated, "Narrowcasting is a form of broadcasting
, if the latter term is understood as the 'wide dissemination of content through mechanical or electronic media'." Other one-way, traditional media approaches to narrowcasting, such as Internet Talk Radio, can be contrasted with broadcast radio programs. Narrowcasting approaches are focused on a specific (narrow) topic, whereas broadcast programs have a wider coverage of broad topics.
Interactive narrowcasting enables shoppers to influence the content displayed via narrowcasting. One way of doing this is via a touch screen. More and more systems are being introduced into the narrowcasting market.
User-driven content also provides an excellent medium for narrowcast marketing, provided the correct product is matched with the appropriate medium.
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 costly over time.
J. C. R. Licklider
Joseph Carl Robnett Licklider , known simply as J.C.R. or "Lick" was an American computer scientist, considered one of the most important figures in computer science and general computing history...
, who in a 1967 report envisioned "a multiplicity of television networks aimed at serving the needs of smaller, specialized audiences. 'Here,' stated Licklider, 'I should like to coin the term "narrowcasting," using it to emphasize the rejection or dissolution of the constraints imposed by commitment to a monolithic mass-appeal, broadcast approach.' "
The term "narrowcasting" can also apply to the spread of information to an audience (private or public) which is by nature geographically limited — a group such as office employees, military troops, or conference attendees — and requires a localized dissemination of information from a shared source.
The terms multicast
Multicast
In computer networking, multicast is the delivery of a message or information to a group of destination computers simultaneously in a single transmission from the source creating copies automatically in other network elements, such as routers, only when the topology of the network requires...
and narrowcast are often used interchangeably, although narrowcast usually refers to the business model whereas multicast refers to the actual technology used to transmit the data.
Commercial application
MarketingMarketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
experts are often interested in narrowcast media as a commercial advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
tool, since access to such content implies exposure to a specific and clearly defined prospective consumer audience. The theory being that, by identifying particular demographics viewing such programmes, advertisers can better target their markets. Pre-recorded television programmes are often broadcast to captive audiences in taxi cabs
Cabvision
-Technology and content:Cabvision started in 2000 with the London Millennium golden taxis campaign. Over thousand taxis installed with Cabvision operate in central London. The creators of Cabvision are media and advertising executives Jonathan Marquis, a former senior advertising director of the...
, bus
Bus
A bus is a road vehicle designed to carry passengers. Buses can have a capacity as high as 300 passengers. The most common type of bus is the single-decker bus, with larger loads carried by double-decker buses and articulated buses, and smaller loads carried by midibuses and minibuses; coaches are...
es, elevator
Elevator
An elevator is a type of vertical transport equipment that efficiently moves people or goods between floors of a building, vessel or other structures...
s and queues (such as at branches of the Post Office
Post Office Ltd.
Post Office Ltd is a retail post office company in the United Kingdom that provides a wide range of products including postage stamps and banking to the public through its nationwide network of post office branches.-Structure:Post Office Ltd...
in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
). For instance, the Cabvision
Cabvision
-Technology and content:Cabvision started in 2000 with the London Millennium golden taxis campaign. Over thousand taxis installed with Cabvision operate in central London. The creators of Cabvision are media and advertising executives Jonathan Marquis, a former senior advertising director of the...
network in London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
's black cabs
Hackney carriage
A hackney or hackney carriage is a carriage or automobile for hire...
shows limited pre-recorded television programmes interspersed with targeted advertising to taxicab
Taxicab
A taxicab, also taxi or cab, is a type of vehicle for hire with a driver, used by a single passenger or small group of passengers, often for a non-shared ride. A taxicab conveys passengers between locations of their choice...
passengers.
On the internet
The InternetInternet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
uses both a broadcast and a narrowcast model. Most websites are on a broadcast model since anyone with Internet access can view the sites (Wikipedia is a good example, this website can be received by anyone with an internet connection). 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 are electronic mailing list
Electronic mailing list
An electronic mailing list is a special usage of email that allows for widespread distribution of information to many Internet users. It is similar to a traditional mailing list — a list of names and addresses — as might be kept by an organization for sending publications to...
s where messages are sent only to individuals who subscribe to the list.
Narrowcasting is also sometimes applied to podcasting
Podcasting
A podcast is a series of digital media files that are released episodically and often downloaded through web syndication...
, since the audience for a podcast is often specific and sharply defined. Dr. Jonathan Sterne of McGill University
McGill University
Mohammed Fathy is a public research university located in Montreal, Quebec, Canada. The university bears the name of James McGill, a prominent Montreal merchant from Glasgow, Scotland, whose bequest formed the beginning of the university...
stated, "Narrowcasting is a form of broadcasting
Broadcasting
Broadcasting is the distribution of audio and video content to a dispersed audience via any audio visual medium. Receiving parties may include the general public or a relatively large subset of thereof...
, if the latter term is understood as the 'wide dissemination of content through mechanical or electronic media'." Other one-way, traditional media approaches to narrowcasting, such as Internet Talk Radio, can be contrasted with broadcast radio programs. Narrowcasting approaches are focused on a specific (narrow) topic, whereas broadcast programs have a wider coverage of broad topics.
Interactive narrowcasting
A new type of narrowcasting is evolving in the form of interactive narrowcasting.Interactive narrowcasting enables shoppers to influence the content displayed via narrowcasting. One way of doing this is via a touch screen. More and more systems are being introduced into the narrowcasting market.
User-driven content also provides an excellent medium for narrowcast marketing, provided the correct product is matched with the appropriate medium.
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 costly over time.
Related
- Podcasts
- Video blogs
- Data aggregators
- MicrotargetingMicrotargetingMicrotargeting is the use by political parties and election campaigns of direct marketing datamining techniques that involve predictive market segmentation...
- National Narrowcasting NetworkNational Narrowcasting NetworkNational Narrowcasting Network LLC or N³ is a U.S. company based in Memphis, Tennessee, which installs LCD television monitors in public places and broadcasts television commercials to them. At a cost of 10,000 U.S...
- PersonalcastingPersonalcastingPersonalcasting is an application that uses news-on-demand algorithms to deliver tailored broadcast news on a wide range of computing platforms including mobile phones and PDAs...