As Broadcast Slowly Dies, Nichecasting Is on the Rise
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Online creators are launching talk shows about the narrowest of topics, from trucking logistics to advertising to, well, the business of Hollywood. In the livestream landscape, could smaller be better?
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Share on Facebook Share on X Google Preferred Share to Flipboard Show additional share options Share on LinkedIn Share on Pinterest Share on Reddit Share on Tumblr Share on Whats App Send an Email Print the Article Post a Comment CNBC entertains Wall Street honchos and Joe Scarborough draws Washington politicos. But Malcolm Harris is content with reaching a far less sexy audience: freight industry executives. Since September, Harris — a former sports talk personality — has helmed “ What The Truck?!? ,” a thrice-a-week, livestreaming show setting the agenda in the world of logistics. Harris yaks with trucking tycoons as news items crawl beneath them. FreightWaves, the logistics news outlet behind his show, is discussing adding more live programming to its slate, according to Harris. Related Stories General News All Bonnie Blue Wants for Christmas Is to Break Her Personal Record Business TikTok Launches Its First U.S. Creator Awards, Announces Inaugural Nominees “This is how people are getting content today,” he says. Broadcast TV morning shows now draw nearly half the audience they had fifteen years ago, and livestreamers are keen to pick up the pieces. While livestreaming experiments like Cheddar and CBSN launched in the mid-2010s, a new crop of creator cowboys are taking on news giants by going tiny. These niche Andrew Ross Sorkins are making slickly-produced programs for narrow slices of the economy, on platforms like X, LinkedIn, and YouTube. Many of these productions function as modern-day trade magazines. One show targets car dealership owners . Another, TBPN (Technology Business Programming Network), focuses on tech overlords. And on March 8, Tinseltown is getting its own SportsCenter. Warner Bailey will spearhead a weekly morning show about the business of Hollywood. It’s an offshoot of Bailey’s popular meme page, Assistants vs. Agents , which recently livestreamed an awards show from the El Rey Theatre. Bailey believes audiences are craving alternatives to s...
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