Narrowcasting

Narrowcasting is the dissemination of information to a specialised audience, rather than to the broader public-at-large; it is the opposite of broadcasting. It may refer to advertising or programming, via radio or podcast, newspaper, television, or, increasingly in this digital age, via the Internet. The term "multicast" is sometimes used interchangeably, although strictly speaking this refers to the technology used, and narrowcasting to the business model. Narrowcasting is sometimes aimed at paid subscribers, such as in the case of cable television.