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the future is just around the corner
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Narrowcasting using CADIO, A Brief DescriptionWhat is narrowcasting? It is another form of broadcasting. Narrowcasting here means, the spreading (dissemination) of messages in a targeted market. This could be a group of people in a certain place like commercial establishments (e.g. supermarkets, malls, restaurants, etc.). Where can we hear or see the message? In broadcasting, we definitely hear the messages on radio sets and see them on TV sets. But in narrowcasting, we hear messages in commercial establishments from its ceiling/wall speakers and we can see them nowadays on LCD/LED screens mounted on walls.
What is cadio? This is the term that I coined back in 1999. Cadio came from the words “cable radio.” Cable, because it needs cables to make this innovation work. Why radio? Because you can hear messages and music here that sounded like an FM radio program format. CADIO is a combination of different digital media devices especially audio technology designed for narrowcasting. It also uses a system to hear its sound from the ceiling/wall speakers that are installed in different commercial establishments. This is also similar with an in-store radio innovation but it doesn’t only focuses on stores. This can be done in any place that has ceiling or wall speakers. Cadio in this manner maximizes the use of ceiling and wall speakers that are no longer given importance. The main purpose of these speakers is to use them in paging. But nowadays, paging someone in a commercial place is considered obsolete. Almost all people in commercial establishments have mobile phones. So if you lose someone, all you have to do is text or call him/her. Just imagine an FM radio station’s booth placed inside a commercial establishment using a system to be heard over its ceiling or wall speakers. DJs now can be seen by the market which is more interactive and entertaining. Hence, radio is for broadcasting and cadio is for narrowcasting. |
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Digital MediaBack in 1999, there were few digital media and devices. But because of the increasing demand on high technology, we can now produce products and provide services faster by maximizing the available digital media and new devices.
Message from a Respected Broadcaster
Chris Cramer said something about NARROWCASTING. Please click the link to know more about his vision.
The roots of narrowcasting is broadcasting. We are not here to forget where we came from. Instead of forgetting, why not support it. Likewise, it would also be a pleasure to ask assistance from broadcasting. |
What is Narrowcasting?
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 and specialized audiences. Here, Licklider stated, "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 and broadcast approach." Based on the article "The evolution of the cables-satellite distribution system" by Patrick Parsons, from simple technical interconnection, the next conceptual step was the idea of exploiting a nationwide broadband system to provide multiple, specialty-programming networks. The Carnegie Commission Report on Educational Television published in January 1967 proposed interconnecting PBS stations via satellite, and a supplementary paper by MIT professor and Internet visionary J.C.R. Licklider outlined several future scenarios for television including one that foresaw 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" (Licklider’s book “Televistas: Looking Ahead Through Side Windows, 1967, p. 212"). The means for delivering these networks, explained Licklider, would be interconnected CATV systems linked by terrestrial and satellite technologies. |
Internet Interactive MediaThe internet has developed a lot of interactive media that can be a powerful narrowcasting campaign. You can narrowcast yourself through JustinTV or USstream. There's the Facebook Social Networking, Twitter, LinkedIn, Myspace, Multiply, etc. Linking and file sharing is another key to a good narrowcast approach. You can also do a live interview through Skype and later upload a video on YouTube. Internet radio or podcasting is another way to have an interaction with people. So on and so forth.
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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. Marketing 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, buses, elevators 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. The Internet 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 lists 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.
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.
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.
Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.
By: Steuart Henderson Britt |
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. |
Narrowcasting in the Philippines
There are three kinds of narrowcasting in the Philippines but only the 2nd and 3rd kind can only be considered as the real ones. 1st are the LCDs (digital display or visuals) with no audio installed in commercial establishments/coverage; like in supermarkets and restaurants. 2nd are the LCDs with audio installed in commercial establishments/coverage; like in building elevators. 3rd is the cadio innovation. Narrowcasting must have a closer concept with radio and TV, because it is another form of broadcasting. Audio system is always included in broadcasting. So radio has audio and TV has audiovisual. If it’s an LCD with no audio; then this is just like the concept of a digital billboard or the big LED display and it’s not considered a form of narrowcasting. Most of these LCDs are installed in supermarkets and restaurants.
For more info, please visit Wikipedia and search for NARROWCASTING.
For more info, please visit Wikipedia and search for NARROWCASTING.