9.4 Scheduling and Promoting Syndicated Shows
3 min read•july 18, 2024
TV scheduling is a delicate dance of and strategic placement. Effective program scheduling keeps viewers glued to the screen, using tactics like lead-ins and to maximize viewership.
Syndication success hinges on finding the perfect time slot and promoting shows effectively. From on-air promos to off-air marketing stunts, stations use various strategies to attract viewers and create buzz around syndicated content.
Principles of Effective Program Scheduling
Principles of program scheduling
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- Audience flow involves scheduling programs with similar target audiences in adjacent time slots to help retain viewers from one show to the next (sitcoms, dramas)
- Lead-in programs that attract a large viewership can boost the audience for the following show, while weak lead-out programs may cause a drop-off in viewers
- Counterprogramming schedules shows that appeal to different demographics than competing programs on other stations to attract viewers not interested in the alternatives (reality shows vs. sports)
- Consistency in scheduling helps viewers form habits by placing syndicated shows in the same time slot each day or week, making it easier for them to remember and tune in regularly
Optimal time slots for syndication
- Target audience demographics should match the station's typical viewers in each time slot to ensure the syndicated show reaches its intended audience (daytime talk shows for stay-at-home parents)
- Competitive landscape analysis identifies opportunities to attract viewers away from rival programs by offering alternative content appealing to different interests
- Station's existing lineup should complement the syndicated show to avoid conflicts or redundancies that may confuse or deter viewers (not scheduling two similar game shows back-to-back)
- Syndication deal terms may include contractual obligations or restrictions set by the syndicator, such as a required minimum number of airings or specific time slots that must be adhered to
Promotion and Marketing Strategies
Promotion strategies for syndicated shows
- On-air promotion involves running promos during other programs on the station, highlighting the syndicated show's key selling points and air times to capture viewers' attention
- leverages the station's existing audience by promoting the syndicated show on other platforms like the website or social media to drive viewership
- Off-air marketing utilizes external advertising channels such as billboards, print ads, or radio spots to reach potential viewers who may not regularly watch the station
- Promotional stunts and events generate buzz and media coverage by organizing viewer contests, giveaways, or appearances by the show's cast to raise awareness and interest
Case studies in syndication success
- "" (2002) benefited from a strong lead-in from "," extensive on-air promotion during Oprah's show and other high-rated programs, and an off-air marketing campaign targeting viewers interested in self-help and personal development
- "" (2011) found success through consistent scheduling in the prime access (7-8 PM) time slot, cross-promotion on TBS's other comedy programs and digital platforms, and promotional stunts like cast appearances at Comic-Con and fan contests
- "" (1999 revival) used counterprogramming against evening news and game shows on other stations, modernized its format and production values to appeal to younger viewers, and focused off-air marketing on the show's new host, Louie Anderson, and updated gameplay
Key Terms to Review (23)
Audience Flow: Audience flow refers to the strategic movement of viewers from one program to another within a television schedule, aiming to maximize audience retention and engagement. This concept is crucial in determining how shows are paired together, using techniques like lead-ins and lead-outs, to create a seamless viewing experience that encourages viewers to stay tuned and reduces channel switching.
Audience Share: Audience share refers to the percentage of viewers who are watching a specific program compared to the total number of viewers watching television at that time. This measurement helps networks understand how well a program is performing relative to its competitors, as it reflects the show's popularity and its ability to attract a target demographic. By analyzing audience share, broadcasters can make informed decisions about programming, advertising strategies, and how to better engage specific audience segments.
Counter-programming: Counter-programming is a strategic scheduling approach where a television network airs a program that competes directly against another network's programming, often targeting a different demographic or viewer preference. This tactic is used to attract audiences who may not be interested in the competing show, allowing networks to differentiate their offerings and capture viewership during critical time slots. Understanding counter-programming helps clarify how networks strategize their line-ups and adapt to audience trends.
Counterprogramming: Counterprogramming is a strategic scheduling approach where a network deliberately airs a program that is different from or in direct competition with a rival network's programming. This technique is used to attract viewers who may not be interested in the competing program, thereby maximizing audience share and engagement. By offering alternative content during key viewing times, networks aim to capture a wider audience and create unique viewing experiences.
Cross-promotion: Cross-promotion is a marketing strategy where two or more brands or programs collaborate to promote each other, enhancing visibility and audience engagement. This technique is often used to boost ratings, attract new viewers, and maximize advertising revenue by leveraging the audience of one brand to benefit another. It can take various forms, including promotional spots, social media campaigns, and special events that create a win-win scenario for the involved parties.
Dayparting: Dayparting is a programming strategy that divides the broadcast day into distinct time segments, known as dayparts, to target specific audiences based on their viewing habits. This approach allows networks to maximize audience reach and engagement by strategically scheduling programs and advertisements during peak viewing times, ultimately optimizing the effectiveness of lead-in and lead-out strategies, digital advertising, syndication deals, and promotional efforts for syndicated shows.
Demographic reach: Demographic reach refers to the total number of people in specific demographic groups who are exposed to a particular media content, such as a syndicated television show. This concept is crucial for understanding how effectively a show can connect with its target audience based on various factors like age, gender, income, and ethnicity. Analyzing demographic reach helps producers and marketers tailor their strategies for scheduling and promoting syndicated shows to maximize viewer engagement.
Dr. Phil: Dr. Phil is a television personality and psychologist, best known for his daytime talk show that focuses on personal and social issues. His show, which has been widely syndicated, engages audiences through a mix of interviews, discussions, and advice, making complex psychological concepts accessible to a broad audience.
Family Feud: Family Feud is a popular television game show where two families compete against each other to answer survey questions and win points based on the most common responses. The show's format involves players guessing answers that a group of people provided to various questions, creating a blend of strategy, humor, and excitement as families work together to achieve victory. Its appeal lies in the family dynamics displayed and the competitive spirit that engages both participants and viewers alike.
First-run syndication: First-run syndication refers to the practice of distributing a television program directly to local TV stations for broadcast, without it having previously aired on a network. This allows shows to be produced specifically for syndication, often targeting specific audiences or niches. First-run syndication plays a vital role in evaluating and selecting content, negotiating deals, and scheduling and promoting shows effectively to maximize viewer engagement and revenue.
License agreement: A license agreement is a legal contract between two parties that allows one party to use the intellectual property or assets of another party under specified conditions. These agreements are crucial in the television industry as they set the parameters for how content can be used, distributed, and monetized, impacting decisions on show development and syndication strategies.
Nielsen Ratings: Nielsen ratings are a set of audience measurement tools developed by Nielsen Media Research that provide insights into the size and demographics of television audiences. These ratings are essential for understanding viewer preferences and behaviors, which in turn influence advertising revenue, programming decisions, and network strategies in an increasingly competitive media landscape.
Off-network syndication: Off-network syndication refers to the process where previously aired television shows are sold to local TV stations or networks for re-broadcasting after their original airing has concluded. This strategy allows older shows to find new audiences and generates additional revenue for the producers and original networks, making it a key part of television programming strategies. The effectiveness of off-network syndication lies in the show's ability to attract viewers even after its initial run, which can influence how content is evaluated, negotiated, and scheduled.
Program Director: A program director is a key management role in television and broadcasting that oversees the selection, scheduling, and overall strategy for programming content. This position plays a crucial role in shaping a network's identity by deciding what shows to air, how to position them within the broadcast schedule, and ensuring that content aligns with audience expectations and market trends.
Programming clutter: Programming clutter refers to the excessive amount of promotional messages, advertisements, and other content that can interrupt or overwhelm viewers during a television broadcast. This clutter can distract from the main programming, leading to viewer frustration and diminishing the overall viewing experience. It is a significant concern when scheduling and promoting syndicated shows, as networks must balance promotional efforts with maintaining viewer engagement.
Promotional campaign: A promotional campaign is a coordinated series of activities and strategies designed to create awareness, generate interest, and drive engagement for a specific product, service, or event. These campaigns are essential in the media landscape as they help build an audience and ensure the successful launch or continued viewership of a program, especially in the context of syndicated shows where competition for viewer attention is high.
Ratings: Ratings are a measurement of the popularity and viewership of television programs, indicating how many people are watching a particular show at a given time. They play a crucial role in shaping programming decisions and strategies across various networks and platforms, influencing everything from scheduling to advertising revenue.
Royalty fees: Royalty fees are payments made to the rights holder of a piece of intellectual property, such as a television show, for the right to use or distribute that content. These fees are crucial in the television industry, particularly for syndicated shows, as they ensure that creators and producers are compensated for their work while allowing networks and stations to air popular content. The structure of these fees can vary based on several factors including viewership ratings, distribution agreements, and the specific terms negotiated between parties.
Scheduling coordinator: A scheduling coordinator is a professional responsible for managing the broadcast schedule of television programs, particularly syndicated shows, to ensure optimal placement and timing. This role involves analyzing audience ratings, coordinating with production teams, and making strategic decisions to maximize viewership and revenue. The effectiveness of a scheduling coordinator directly impacts how well syndicated shows perform in competitive time slots.
Share: In television, a share refers to the percentage of the total viewing audience that is watching a specific program at a given time. It measures the popularity and performance of a show in relation to its competition during its broadcast time, indicating how well it captures the attention of viewers. This metric is vital for networks and advertisers to understand audience engagement and to strategize programming and marketing efforts.
The Big Bang Theory: The Big Bang Theory is a popular American television sitcom that aired from 2007 to 2019, focusing on a group of socially awkward scientists and their interactions with each other and the world around them. The show became a cultural phenomenon and is known for its clever humor, strong character development, and unique take on nerd culture, significantly impacting programming strategies like dayparting and counterprogramming.
The Oprah Winfrey Show: The Oprah Winfrey Show was a highly influential daytime talk show that aired from 1986 to 2011, hosted by Oprah Winfrey. The program became known for its engaging interviews, empowering themes, and groundbreaking discussions on various social issues, making it a staple in American television and contributing significantly to the landscape of syndicated shows.
Viewing Patterns: Viewing patterns refer to the consistent habits and trends exhibited by audiences when consuming television content. These patterns help networks and producers understand how, when, and what types of shows attract viewers, enabling them to make informed decisions about scheduling and promoting syndicated shows effectively.