Personally I like the challenge of answering difficult questions, but I also like the enjoyment of watching people competing in difficult tasks.
A great quiz that shows both mental and physical challenges to the participants is A League Of Their Own. As this show also includes sport celebrities performing physical challenges which the audience finds comical which can class this quiz show as part comical.
http://www.youtube.com/watch?v=MzIyACCoAOk
http://www.youtube.com/watch?v=aj2Ro7rVCIM
However Quiz shows can be classed in different genres:
Mock The Week - Comedy
Never Mind The Buzzcocks - Music/Comedy
A League Of Their Own - Sport/Comedy
A Question Of Sport - Sport/Comedy
Because each quiz show has a specific target audience they are aiming for, this could make it a niche product.
For specific quiz shows for certain genres they target a specific audience. So for A Question Of Sport there main audience will be sport fanatics. However a quiz show like Never Mind The Buzzcocks will target Music lovers. The majority of quiz shows will have some sort of comedy involved. So even though a show may target a specific target audience they may attract more people who enjoy the show; and the extra viewers may not like the type of quiz show they will still find it enjoyable because of the comical value in the quiz.

You mention that a quiz show is classified as having a mass audience but what about very specific quiz shows on not as popular channels like the BBC or Channel 4. Thinking about pushing this discussion a bit further with regards to the audience as you have already mentioned the different genres of quiz shows now relate this to the type of audience as well.
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