“窄播传播”也称“小众传播”或“分众传播”,是相对于“广播”而言的一种传播形态。传统意义上的大众传播是面向广大未知的、不确定的受众进行大量的信息复制性传播,即“广播”;“窄播”则是大众传媒根据某些特别受众的需要进行的有特别内容的传播。 当前,我国电视传播日益向“窄播”方向发展,观众被分化为越来越 “Narrowcasting,” also known as “niche dissemination” or “dissemination of points”, is a form of transmission relative to “broadcasting.” In the traditional sense, the mass media is a large number of unknown and uncertain audience for a large number of reproductive information dissemination, namely “broadcast”; “Narrowcasting” is the mass media according to the needs of some special audiences have special content spread. At present, China’s television broadcasting is increasingly “narrowcasting” direction, the audience is divided into more and more