Striking
at first, but logical after further investigation, is the lack of success when narrowcasting
to a gay/lesbian audience. In Frietas’ article he goes through the history of
homosexual targeted niche channels like Pridevision, Outlet and GLAAD and
illustrates how none of these channels, even in the hands of the once trendy
MTV, were able to sustain themselves through subscriptions and advertising.
While I can see the appeal of trying to capture this niche audience and profit
it seems contradictory to further isolate a group of people that have never
been fully incorporated into the American sensibility or culture. In contrast to these channels that
narrowcast is Bravo, a channel that dualcasts to women and gay men which has
been successful for many years.
In
a narrowcasting versus dualcasting showdown that observes shows like Will and Grace and the more recent Orange is the New Black, it seems dualcasting
takes the championship trophy home. It’s only more logical to include gay
characters and sensibilities within existing shows/concepts rather than to
isolate them. To give the lesbian and gay community their own channels and
magazines is to further exclude them and label as a minority. While Netflix has
yet to reveal their ratings to the public, Orange
is the New Black is trending and buzzworthy. The show, which makes has
lesbians on display even more cutting edge than Bravo’s work because it appeals
to a niche that has historically been considered anti-consumerist (Sender)
while maintaining a wide heterosexual audience as well. A protagonist with a
hazy sexuality is definitely a contending reason, but nevertheless the structure
of a mix of sexualities is also at play here. Dualcasting is definitely a more inclusive and effective
strategy for gay visibility in the media. It may not be the final solution for
gay/lesbian visibility, but it definitely knocks down narrowcasting.
-Natalie Qasabian
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