#cccbroadcasting 23

Beginning in the 1980s with Turner’s Cable News Network (CNN), cable companies began their journey in nichification: expand in a type of specialized programming that already existed but not in such a concentrated form. 

What motive is there for cable companies to nichify?

These new nichified channels were usually wildly successful, even if they didn’t start out that way. These channels targeted a specific audience, whether it be by age, sex, or general interest, and cable companies put out exactly what those audiences wanted to see. There would always be an audience for these channels, therefore the company would always be making money.

You can read more about nichification here: http://thevoicebureau.com/what-true-nichification-feels-and-looks-like/

An example of a hugely successful niche channel is the Entertainment & Sports Network, or ESPN. By 1980 ESPN would become an important player in national sports coverage, winning the rights to MLB games, and airing sports that usually had a hard time finding air time like hockey and tennis.

Another good example of a niche channel would be MTV. MTV brought something entirely new to the cable universe. They started the trend of the music video. The channel targeted 14-34 year olds by adding visuals to their musical enjoyment. MTV later expanded to VH1 to serve an older demographic, BET arose to focus on Black artists and music, and the Nashville network came about for those that enjoyed country tunes.