Seeking niche audiences, as opposed to broadcasting's traditional audience-building concept.

Narrowcasting

Explanation:

Based on the information provided within the question the term being defined in this statement is called Narrowcasting. This term (also known as niche marketing) is the process that media organizations focus on by targeting small specific groups (niches), individuals or audiences, instead of just marketing something into the bigger and wider mainstream audience. This is usually done in order to broadcast a certain message to the people that will actually care about that message.

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