I think most broadcasting nowadays is akin to narrowcasting as there's so much media that exists today it's a very different landscape to what it was back in the ole days..

Same for music consumption and TV drama and pretty well everything else... no one seems to watch the same TV shows, reads the same articles and listens to the radio.. Ask anyone in the street if they know what songs are in the top ten charts and most people wouldn't have a clue... whereas back before the Internet we all knew what was popular and a number 1 was a big deal..