Narrowcasting

According to the most common definition, narrowcasting is a form of

audio/audio-visual communication that is characterized by a limited and
selected audience. It can thus be viewed as the opposite of broadcasting,
which usually aims for the widest possible audience. Narrowcasting
does not reach mass audiences, but targets specific groups at specific
locations. You can see it as having your own television channel with a
select group of viewers.

Original television networks CBS, NBC and ABC sought to appeal to as

many people as possible by varied broadcast programming throughout
the 1950s, '60, and '70s. Now, newer cable TV networks often specialize
in single genres. MTV was the original music-only channel, while CNN
produces news only. Home and Garden,
the History channel, ESPN sports, and the Animal channel are all prime
examples of the fundamental shift from broadcasting to narrowcasting in
cable network television.

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.

Because narrowcasting is directed towards a limited pool, it is associated

with target and niche marketing. 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. Sometimes referred to as interactive narrowcasting,
this type can reduce the need for customer service personnel.
 Outside Broadcasts
Outside Broadcast ("OB") refers to any television or radio programme
which is broadcast from a location away from the normal studio setting.
The location doesn't actually have to be out-of-doors — the "outside"
simply means "outside the studio".
Television outside broadcasts can be any size and complexity, from a
single camera to dozens of cameras and staff. Generally, the term OB
implies multi-camera coverage co-ordinated and directed from a mobile
control room.

An "OB Unit" is a mobile production unit (with equipment and crew)

which is able to travel to a location and provide broadcast coverage. A
simple OB unit could include any of the following:
 A number of cameras (usually at least four)
 A mobile control room, staffed by a director, vision controller, sound
operator and VT (videotape) operator
 Equipment and housing for a presentation area
 Transmission equipment
Events commonly covered by OB units include sports, concerts,
ceremonies, etc. OB units may specialise in a particular area; for
example, a motorsports OB unit would carry specialised camera
equipment for in-car coverage and have staff which know this particular
sport well.
If you have ever watched live coverage of a football match, an Olympic
event, or a Royal Wedding, then you have watched an outside broadcast.
Outside broadcasts use the same kind of television cameras,
microphones, and vision and sound mixing equipment as a TV studio.
The key operating equipment is installed in a specialist truck (a
‘scanner’ in BBC jargon), and a fleet of outside broadcast vehicles carry
everything else: from lights and cameras to cables and rostrums.
Creating a live outside broadcast was a complex process involving
technical planning, rigging cameras and sound, lining up the cameras,
rehearsing and finally the moment of going live itself.
Now OB van and the huge infrastructure are no more required for
live outdoor broadcasting. A simple backpack transmitter which can
be carried by the cameraperson is enough to transmit form the field.