Narrowcasting

Thanks to cheaper cameras, cheaper editing systems and cheaper means of distributing video content automotive narrowcasting has become an entertaining way to cover the subject. Everyone knows about Top gear, the flag ship of automative journalism and mischief but there are dozens if not hundreds of lower budget and fun alternatives. One of these alternatives is by Motor Trend, an automotive magazine that provides written reviews of new cars and other automotive news. Their about page ignores their video activity and yet this is the part that I enjoy. When I watched this specific episode it reminded me of articles from Popular mechanics because it is about reviving an old vehicle that has been dormant in a garage/barn for many years. They show us the steps that were carried out in order to make it road worthy and then they throw in a road trip and fooling around for good measure. Some of these projects are light hearted and fun. The idea for the PreRangerRoverLandeRunner is amusing. “…_they combine an old Range Rover with a Ford Ranger to build an overlanding prerunner that can also play in the mud and rockcrawl with the help of Maxxis’ Bighorn MT-762s.  The build process uses the eyechrometer and by the end of the video their machine is broken. _ The stats for this channel are impressive. They have 50 channels and twenty four thousand videos. The average views per video is fifty five thousand two hundred views although globally they have one billion three hundred thousand views overall. Those figures are no longer about narrow casting.

1.1 The three months to the end of December 2006 (Q4) saw over 1,000,000 net household conversions to digital television (DTV) in the UK, following on from 800,000 additions in the previous Q3. Growth was driven by another strong quarter for digital terrestrial television (DTT), with total sales of DTT equipment reaching 2.4 million. 1.2 The digital cable and satellite platforms also added over 300,000 households between them during the quarter. This means that 77.2% of households now receive digital television services on their primary set, up 3.9 percentage points from the previous quarter. 1.3 With a further 1.4% of households subscribing to analogue cable, the total number of homes receiving multi-channel television at the end of Q4 2006 stood at 78.6%. Source What this means is that narrowcasting is no longer within the grasp of early adopters but slowly getting into the hands of the everyday public. As more people have more choice so their viewing habits and choices will be different. At the same time television is getting a lot of competition from online resources, especially for programs that are aired in territory months earlier than in others.