Media thinkers have been discussing the decline of the general market and mass media, all-purpose media mixes, and the rise of more specialized media since at least the 1960s. With the advent of television networks like Spanish International Network in 1962 (which would go on to become Univision), and the rise of cable networks in the decades to follow, specialized media became an investment area for leading marketers. Programming to highly targeted audiences often limited market potential, so some networks conceived for niche tastes, broadened their programming to chase larger audiences, find growth, and subsist in a fragmented and competitive environment.
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