cost of inventory storage and distribution is high, only the most popular products are sold. But where the long tail works, minority tastes become available and individuals are presented with a wider array of choices. The long tail presents opportunities for various suppliers to introduce products in the niche category. These encourage the diversification of products. These niche products open opportunities for suppliers while concomitantly satisfying the demands of many individuals – therefore lengthening the tail portion of the long tail. In situations where popularity is currently determined by the lowest common denominator, a long-tail model may lead to improvement in a society's level of culture. The opportunities that arise because of the long tail greatly affect society's cultures because suppliers have unlimited capabilities due to infinite storage and demands that were unable to be met prior to the long tail are realized. At the end of the long tail, the conventional profit-making business model ceases to exist; instead, people tend to come up with products for varied reasons like expression rather than monetary benefit. In this way, the long tail opens up a large space for authentic works of creativity. Cultural diversity Television is a good example of this: Chris Anderson defines long-tail TV in the context of "content that is not available through traditional distribution channels but could nevertheless find an audience." Thus, the advent of services such as television on demand, pay-per-view and even premium cable subscription services such as HBO and Showtime open up the opportunity for niche content to reach the right audiences, in an otherwise mass medium. These may not always attract the highest level of viewership, but their business distribution models make that of less importance. As the opportunity cost goes down, the choice of TV programs grows and greater cultural diversity rises. Distribution of independent content Often presented as a phenomenon of interest primarily to mass market retailers and web-based businesses, the long tail also has implications for the producers of content, especially those whose products could not – for economic reasons – find a place in pre-Internet information distribution channels controlled by book publishers, record companies, movie studios, and television networks. Looked at from the producers' side, the long tail has made possible a flowering of creativity across all fields of human endeavour. One example of this is YouTube, where thousands of diverse videos – whose content, production value or lack