Describing LTN/LOLE-TV:

Something that isn't a business could be a hobby, avocation, pastime, or a personal pursuit. 

https://www.wordhippo.com/what-is/the-opposite-of/business.html#:~:text=%E2%96%B2-,Opposite%20of%20a%20person's%20regular%20occupation%2C%20profession%2C%20or%20trade,enthusiasm