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"While multiple program sources -- cable, home video -- make it unlikely that these systems will move toward "mass audience programming" it is the case that the face of broadcasting is changing in these contexts" (Narrowcasting, 2012).
Digital signage networks for narrowcast advertising are becoming part of the mainstream and not some sort of on the edge experimental medium reserved for the daring and advanced. Rather than being seen as a risk in the eyes of media buyers, they are becoming a vital communications path for marketers and advertisers wishing to sway consumer spending decisions at the point of purchase. It isn't particularly surprising that narrowcast digital signage networks are entering the mainstream. Advertising buyers and marketers are witnessing a radical transformation of an advertising mainstay like television to the new and exciting world of narrowcasting. "Once a medium they thoroughly knew and understood, TV is moving away from a controllable, definable advertising proposition to one that's putting viewers in greater control of what they watch and when -most notably for this discussion, commercials" (Little, 2007).
There has been a lot written about the future of broadcasting vs. narrowcasting. In the past, TV, radio, newspapers and books were profitable by reaching the largest possible audience. One can see the impact of the Internet on traditional broadcasting by looking at the exploding number of web sites designed to add value to television shows. Newspapers are expected to offer online editions. Radio profits will explode when an available audience is no longer limited by geographic proximity. Wall Street is excited by the recently proposed...
Advertising may now be targeted to specific demographic groups. Media convergence is now possible due to the Internet makes possible a multimedia "channel" where fans can listen to a radio show, watch a television program, discuss media and trade products and news about their favorite entertainer 24/7 anywhere on the globe (Stager, 2007).
It appears that the future of narrowcasting is a bright one. It is a positive shift for advertisers as well as consumers. The one group that, in the end, may not benefit from this change is that of broadcasting, as it appears that the growth and potential of narrowcasting may be its downfall.
References
Little, D. (2007). Digital signage -- InfoTrends sees significant growth for narrowcasting.
Retrieved from http://ezinearticles.com/?Digital-Signage-InfoTrends-Sees-
Significant-Growth-for-Narrowcasting&id=633856
Narrowcasting. (2012). Retrieved from http://www.museum.tv/eotvsection.php?entrycode=narrowcasting
Narrowcasting and Globalization. (2009). Retrieved from http://www.jfredmacdonald.com/onutv/narrowcasting.htm
Stager, G.S. (2007). Every Kid a Publisher. Retreived from http://www.stager.org/articles/everykidapublisher.html
What is narrowcasting. (2012). Retrieved from http://www.wisegeek.com/what-is-narrowcasting.htm
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