{"id":714822,"date":"2026-03-04T01:50:13","date_gmt":"2026-03-03T22:50:13","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/as-broadcast-slowly-dies-nichecasting-is-on-the-rise\/"},"modified":"2026-03-04T01:50:13","modified_gmt":"2026-03-03T22:50:13","slug":"as-broadcast-slowly-dies-nichecasting-is-on-the-rise","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/as-broadcast-slowly-dies-nichecasting-is-on-the-rise\/","title":{"rendered":"As Broadcast Slowly Dies, Nichecasting Is on the Rise"},"content":{"rendered":"
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\n\tCNBC 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.<\/p>\n

\n\tSince September, Harris \u2014 a former sports talk personality \u2014 has helmed \u201cWhat The Truck?!?<\/a>,\u201d a thrice-a-week, livestreaming show setting the agenda in the world of logistics. Harris yaks with trucking tycoons as news<\/a> items crawl beneath them. FreightWaves, the logistics news outlet behind his show, is discussing adding more live programming to its slate, according to Harris.<\/p>\n

\n\t\u201cThis is how people are getting content today,\u201d he says.\u00a0<\/p>\n

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<\/a>.\u00a0<\/p>\n

\n\tMany of these productions function as modern-day trade magazines. One show targets car dealership owners<\/a>. Another, TBPN<\/a> (Technology<\/a> Business Programming Network), focuses on tech overlords. And on March 8, Tinseltown is getting its own SportsCenter.<\/p>\n

\n\tWarner Bailey will spearhead a weekly morning show about the business of Hollywood. It\u2019s an offshoot of Bailey\u2019s popular meme page, Assistants vs. Agents<\/a>, which recently livestreamed an awards show from the El Rey Theatre. Bailey believes audiences are craving alternatives to social media slop. \u201cPeople right now are just chasing authenticity,\u201d says Bailey. \u201cIn those moments of live, it\u2019s not polished. It\u2019s real and authentic.\u201d<\/p>\n

\n\tBailey credits three-hour-a-day talk show TBPN \u2014 Silicon Valley\u2019s own Squawk Box<\/em> \u2014 with igniting his interest in livestreaming. \u201cThey only care about servicing that exact niche,\u201d says Bailey. \u201cWe look at that for what we\u2019re doing, as well. We only care about servicing entertainment professionals, people working in entertainment, or students wanting to break in.\u201d<\/p>\n

\n\tTBPN has spurred others to join the livestreaming rodeo. Geno Schellenberger and Jack Westerkamp \u2014 who cover the advertising industry \u2014 are two such creators. Today, the duo recap industry news and interview executives on Breaking and Entering, a popular Instagram account and podcast. Soon, they expect to launch a livestreaming show covering Madison Avenue, which they hope to broadcast three times a week.\u00a0<\/p>\n

\n\t\u201cWe\u2019ve been friends for our whole lives, so we have a really great chemistry with one another,\u201d says Westerkamp. \u201cThat kind of is our competitive advantage and we get the most out of that competitive advantage by being live.\u201d<\/p>\n

\n\tAlthough any creator can go live on Instagram with an iPhone and ring light, the latest wave of news creators prioritize production quality. What\u2019s delaying Schellenberger and Westerkamp is that their only employee with livestreaming experience is a 23-year-old who aired himself playing Call of Duty<\/em> in high school. They expect to produce live content once they ensure the technology won\u2019t fail.<\/p>\n

\n\tBailey is relying on an in-house team who got their start in airing music festivals and DJ sets online. Assistants vs. Agents previously produced a live show from a Gen Z-focused festival in November, where Bailey interviewed a UTA executive and Gymnasium founder Adam Faze.\u00a0\u00a0<\/p>\n

\n\tSince these nichecasts are free, the production budget is often covered by advertising. Similar to sporting events, these shows attract advertisers because of their can\u2019t-miss quality, as well as their passionate and finely targeted audience. \u201cIt\u2019s just like a truly unskippable ad read,\u201d says Dylan Abruscato, who recently joined TBPN as president.<\/p>\n

\n\tSome of the engagement stems from interactivity, which sets it apart from podcasting.\u00a0 Hays often responds directly to viewer comments as they\u2019re made during the broadcast. \u201cI think being able to sit there with people, sit in on a conversation, see it live, see it happ<\/a>ening in front of you makes you feel more part of it,\u201d says Westerkamp.<\/p>\n

\n\tThese shows don\u2019t vanish from the internet after creators\u2019 own versions of \u201cGood night and good luck.\u201d There is a second window, with short clips distributed on social media. \u201cMore people are watching the recording right every day of the show than the livestream, which makes sense,\u201d says TBPN co-host Jordi Hays. \u201cOnly so many people are going to be available during the show.\u201d Harris says about 40 percent of his audience watches live.<\/p>\n

\n\tMany of the creators see livestreaming as an efficient way to build communities. Although an interview with a logistics technology executive won\u2019t go as viral as Mr. Beast\u2019s latest stunt, specialized content captures superfans.<\/p>\n

\n\tJust as John Malone\u2019s fiber-optic pipes ushered in a \u201c500-channel universe,\u201d as he dubbed it, algorithmic-driven feeds are likely to continue fueling niche livestreamers. Over his career, Malone amassed stakes in a hodgepodge of networks, including QVC, Food Network, and BET. So could one of these creators build the Liberty Media of livestreaming? Hays has an idea for another venture.<\/p>\n

\n\t\u201cI\u2019ve said this a bunch and nobody\u2019s taken me up on it yet, but TBPN for cooking,\u201d says Hays. \u201cThere is a hit show to be made.\u201d<\/p>\n<\/div>\n