The term broadcasting is actually centuries old. It originally referred to a planting method in which a farmer scatters, or broadcasts, seeds over a wide area of prepared land. During the earliest days of commercial radio, several engineers in the Midwestern United States decided that the concept of broadcasting fit their own concept of radio transmissions. In the same way that farmers broadcast seeds over a large field, radio transmitters broadcast their signals over a large area of reception. This is especially true with amplified modulation (AM) radio waves, which are sent out through the open air in all directions from the transmitting tower.
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.[1] 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, specialized audiences.
Predominantly radio and television together are referred to as electronic media. Let us learn about these two media.
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