With the rise of interactive media and media costumization, what is nowadays known as broadcasting is changing its face significantly, to the point that it gradually drifts away from the literal meaning of casting and delivering information and entertainment broadscale.
The modern and future user of TV and radio services demands to have content available when he has the time to spare. A service, traditional broadcasting with its fixed schedules cannot provide. Flexibility to meet user demands is limited in analogue media that at maximum can broadcast repeats at different times. The very idea of broadcasting is to be broad, that is, to be delivered to as many people as possible at the same time. This has been a problem in regions spanning more than one time zone before, individualisation of private time makes it even more of a problem.
Interactive media have introduced the viewers to a new concept of non-bound programming, available to the viewer (or listener) when he chooses to watch (or listen). This is a challenge traditional broadcasting cannot take. Content is no longer sent to a broad audience at once, making this part of the word somewhat obsolete.
However, constant availability of content does result in a more widespread receivership, broadening the recipients‘ numbers despite, or because of, not all recipients having to use the offer at once. So, instead of casting abroad at once, the broadness becomes a conglomerate of several specific castings to singular users.
This also increases the importance of casting.
Casting has for a long time meant little more than to send content out. But in its literal meaning it means shaping. Interactive media with their increase in the user’s ability to shape their own content preferences independent of preset options force networks to produce a new way of delivery. Individual casts of programming, consisting of pre-produced bits of content provided by the networks become available.
All is not lost for traditional broadcasting, though. Even on the internet, different content providers manage to reach a differently broad audience. Few pages become leaders in news, entertainment and opinion, able to still cast to a broad audience. They have to take the challenge of smaller providers that cater to a smaller audience, but few of these rise to fame.
Thus, the casting will still be broad despite individualisation. Just a little less broad and more individually casted.