Appendix B Understanding Mass and Mediated Communication^537outlets, media industries can tap into multiple groups of viewers that, although
smaller, are loyal and often passionate audiences (Mittel, 2006). For example,
streaming services like Netflix enable shows to generate a loyal fan base. Viewers
can watch their favorites repeatedly or “binge” watch—meaning to view episode
after episode in one sitting. Fans can also provide reviews or discuss show con-
tent online with others. It takes a unique show to withstand this level of viewer
scrutiny (Gay, 2014).
Niche programming is also increasingly possible because of sources of
revenue besides traditional advertising. Networks can feature advertisers’
products within the shows themselves, of course, but even more income is
being raised in deals made with international broadcasters and with streaming
services like Hulu (Adalian, 2013). Thus, although it’s not surprising that a
megahit like Fox’s American Idol (with an average of twelve million viewers
each week) pulls in solid advertising revenue (Faughnder, 2014), shows with
smaller, dedicated audiences (like FX’s Justified and PBS’s British import
Sherlock, both with just about four million viewers each episode) can still be
profitable (Kissell, 2014).
Of course, narrowcasting doesn’t necessarily result in more intellectually
demanding or sophisticated content. Many specialty cable channels (such as the
youth-oriented MTV) have plenty of low-culture programming (Teen Mom per-
haps?). But the fact that audiences are now spread across a wide spectrum of spe-
cialized entertainment choices (Stelter, 2011) means that the media industries
must capitalize on the opportunities presented by digital technologies in order to
remain profitable in an increasingly fragmented media landscape.Minimizing Risk
The desire for an audience often means minimizing risk wherever possible. The
TV networks do this in part by promoting content that they believe reflects
the cultural and moral values of their audiences. They do extensive audience
research, attempting to understand the passions, commitments, values, and
relational bonds of viewers and listeners. They also engage in self-censorship,
carefully monitoring their own content and eliminating messages that mightNARROWCAST TV pro-
grams Justified and Sherlock
each have amassed unique
and loyal audiences to enable
them to compete with more
mainstream TV fare. (left) Prashant
Gupta/© FX Network/Courtesy: Everett Col-
lection; (right) Colin Hutton/© BBC/Hartswood
Filmas/Courtesy Everett Collection1 19_OHA_45766_App_B_530_556.indd 537 9 OHA 45766 _AppB 530 _ 556 .indd 537 13/10/14 5:39 PM 13 / 10 / 14 5 : 39 PM