Programming Programming is defined as the acquisition and sequencing of media content. Programming is distinguished from production because it deals with “strategy” whereas production deals with “tactics”. The strategy involved in programming is the planning and directing of schedules of broadcasting and cable networks.

Programming There are five iterative (1,2,3,4,5,1,2…etc.) steps involved in programming. These include: 1.Defining a market and a target audience. 2.Searching for and selecting appropriate programming. 3.Negotiation of terms to procure program content. 4.Scheduling. 5.Research and ratings results.

Programming There are four attributes of broadcast media that are important in terms of shaping programming strategies. 1.Ease of delivery: The attribute of wirelessness sets broadcasting apart from other communications media. Because of it, broadcasting can reach larger numbers of people simultaneously than any other method of dissemination. Moreover, unlike other media within a given area, it costs a television or radio station no more to reach a million people than to reach only one person.

2.Continuous Availability: One of the most basic challenges to programmers is filling time. Broadcasting demands a constant supply of program content creating a need to conserve resources. Networking and syndication are the two primary means by which programs conserve resources.

Programming Networking: Affiliate stations obtain programming from through a network. For example, Channel 10 in Philadelphia is an affiliate station of NBC. Syndication: Selling programs that have already been broadcast directly to independent stations.

Programming 3.Ease of Broadcast: Broadcast and cable audiences need no preparation to become audience members. People need not learn to read, buy a ticket, get dressed or assemble at a special place outside the home. Thus these media reach a wider, more varied group of consumers than any other medium. This has important implications for broadcasting in terms of the types of audience “appeals” that are used.

Programming 4.Capacity for Realism: That the media deliver the sights and sounds of real events even as they happen compels our attention in particular ways.

Programming Strategic Themes govern programming decisions. These include: 1.Compatibility: This refers to the relationship between the type of programming and the time of the day. In very basic terms, the day can be divided into (1) waking up, (2) morning commute, (3) morning, (4) lunchtime, (5) afternoon, (6) rush hour, (7) primetime, (8) late evening. These very broad categories carry different implications for radio and television respectively.

Programming 2.Habit Formation: Scheduling programs for strict predictability establishes “tuning habits.” 3.Audience Flow: Visualizing the particular station as a stream of information, viewers/listeners can be observed to “flow” in three directions. (1) through: from one program to the next on the same station. (2) In: from a competing station. (3) Away: to a competing station. Obviously, programmers seek to facilitate “flow in” and “flow through” and limit “flow away”.

Programming 4.Conservation of Program Resources: Syndication and the practice of “stripping” (programming reruns of a syndicated program five days a week) allow programmers to get more mileage out of the content.

Programming Every program can be classified in terms of the way that it appeals to the audience. Classifying programs in this way allows programmers to formulate strategies for scheduling by taking into account factors such as time of day and competitor programming.

Programming There are five “primary appeals.” Primary appeals tend to act as attention getting devices by appealing to basic human drives. Primary appeals include: 1.Conflict 2.Sex 3.Comedy 4.Human Interest 5.Information

Programming Secondary Appeals are more nuanced and complex. These include: 1.Identification (with character/characters) 2.Sympathy for character/s 3.Nostalgia (ex. “American Dreams”) 4.Acquisitiveness (ex.: game show) 5.Credibility (ex.: evening newscast) 6.Importance (ex.: breaking news) 7.Beauty (cinematography and videography) 8.Novelty (ex.: new program concept)

Programming There are five basic programming skills that roughly correspond to what was mentioned earlier as the “iterative steps of programming.” These include: 1.Targeting: The application of knowledge of audience demographics (age, sex, income, ethnic identity, location) to the selection of programming.

Programming 2.Program Acquisition: Depending upon the type of station, programs can be obtained from three sources (1) network, (2) syndication, (3) local or in-house production. 3.Selecting Programs: Selection occurs based on nine factors including (1) demographics of audience, (2) cost of program/budget of station, (3) its ability to compete with the offerings of rival stations, (4) how well it fits with the programs scheduled before and after, (5) name recognition of talent, (6) previously successful producers, (7) current popularity of subject, (8) similarity to other current highly rated programming, (9) effective use of primary and secondary appeals.

Programming 4.Scheduling: As previously mentioned in terms of “strategic themes,” scheduling decisions are governed by factors which include (1) compatibility, (2) habit formation, (3) flow control, (4) resource conservation. In addition, considering such factors as daypart demographics (who is watching at what time of the day) and counterprogramming strategies (choosing programming that utilizes different appeals than competitor programming) enables the programmer to fine tune the schedule.

Programming 5.Teamwork: As with the vast majority of tasks that have high financial stakes, teamwork is very important. Generally speaking, a programming team consists of the General Manager, the Sales Manager and the Program Manager. The programmer’s role is to persuade sales-minded executives to concentrate on selling, leaving program design to programmers.