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Programming 2 3

The document discusses strategies for programming in broadcast management, focusing on attracting and retaining audiences. It highlights the importance of understanding rival programming and suggests various scheduling strategies such as counter-programming, lead-in programming, block programming, stripping, and special events to enhance audience retention. The goal is to maximize viewership by carefully planning program schedules and content.

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9 views2 pages

Programming 2 3

The document discusses strategies for programming in broadcast management, focusing on attracting and retaining audiences. It highlights the importance of understanding rival programming and suggests various scheduling strategies such as counter-programming, lead-in programming, block programming, stripping, and special events to enhance audience retention. The goal is to maximize viewership by carefully planning program schedules and content.

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Department of Mass Communication

UAE University

MSC 316
Broadcast Management

Lecture 10: Programming 2

1. Program schedule and the audience


- It is noted earlier that every broadcaster is aiming to attract good and big
audience.
- In reality broadcasters are not only interested in attracting audiences but
also to hold on to the audience through a broadcast day or at least
through certain periods.
- The broadcaster wants the audience to continue watching or listening
from one programme to another.
- This is called audience low.
- Studies have indicated that 80-90% of an audience has stayed through a
show that lasted for one hour.
- 60-70% of that same audience stayed if the new program was of a
different type.
- Yet, every broadcaster wants to get as close to 100% retention as possible.

2. A program manager should re lect on important questions


- What programs are rival stations airing at that particular time?
- How are your station’s programs holding up against theirs?
- Is their local interview taking your audience away?
- How about if you place a sports program at the same time as their
interview, would it get you back those audiences away?
- Is their evening news programs pulling bigger audiences than yours?
- Is it wiser to schedule your news 30 minutes earlier or later?

3. Scheduling strategies to attract and retain audiences


- Answers to the questions above are important for attracting and retaining
audiences.
a. Counter-programming: A program manager can decide to carefully
study rival’s programming and rating.
- Respond to that by placing a program that would bring back your
audience and pull theirs away.
- This could be risky especially if their program is well established and
featuring a popular star.
- Your alternative program should be one with basic appeal elements.
- Get a proven talent that is not likely to lose audience whatever the case.
- If it is a hosted show the key person should be appropriate to the content
of the show.
- The content should also it the time period.
b. Lead-in-Programming: This is a program that has the capacity to attract
big audiences pulled by the Lead-in by following it up with appropriate
follow-up shows.
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c. Block programming: When a certain program (e.g drama) has a big
audience in the later part of the day the program manager could decide to
provide many drama shows within a short period of time available during
the day. This is known as block programming.
d. Stripping: Stripping is to air a particular program e.g drama series,
sitcoms, game show, musicals etc in the same time slot from Monday to
Friday. This is done after establishing that program has an established
loyal audience in big numbers.

- One of the advantages of striping is that there is a discount when the


station is buying large number of episodes.
e. Special: As the name suggests, a special is that special program featuring
some big and famous sport celebrity or music star to pull audience as a
one-off thing. When this is done you can follow up with the others from a-
d.

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