One of the ways to add value in a media market. This role works by making it easier for people to find stuff that interests them.

Having added value by providing that service the result is an audience grouping who may be induced to part with money directly (e.g. subscription) or can be used to attract money from other sources (e.g. from advertisers for the right to show adverts to your audience or from government for meeting certain public-service remits).