8.2 Programming Schedules and Strategies
3 min read•august 9, 2024
TV networks carefully plan their schedules to maximize viewership and ad revenue. They use strategies like , which divides the broadcast day into segments targeting specific audiences. , from 8-11 PM, is the most important slot for popular shows and high ad rates.
Networks also use techniques like to compete with rivals and to boost ratings. aligns content with specific times of year. Understanding audience behaviors like lead-ins and helps networks optimize their schedules and keep viewers engaged.
Scheduling Strategies
Dayparting and Prime Time
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- Dayparting divides broadcast day into segments targeting specific audience
- Segments include morning shows, daytime, after-school, prime time, and late night
- Each daypart tailored to viewing habits and preferences of available audience
- Prime time occupies 8:00 PM to 11:00 PM slot (7:00 PM to 10:00 PM Central/Mountain)
- Prime time generates highest viewership and advertising revenue
- Networks schedule most popular and expensive programming during prime time
- Prime time programming often includes high-budget dramas, comedies, and reality shows
Strategic Programming Techniques
- Counterprogramming involves scheduling shows to compete with rival network offerings
- Aims to attract viewers uninterested in competitor's content
- Can target different demographics or genres (sports vs. drama)
- Tentpole programming schedules popular shows as anchors to boost ratings of adjacent timeslots
- Strong show helps build audience for following programs
- Can create a "must-see TV" block on a particular night
- Seasonal programming aligns content with specific times of year or events
- Holiday specials during winter months (Christmas movies, New Year's Eve broadcasts)
- Sports-centric programming during major tournaments (March Madness, World Series)
- Summer programming often features more reality shows and reruns
Audience Behaviors
Viewing Patterns and Network Strategies
- Lead-in refers to the show preceding a program, influencing its initial audience
- Strong lead-in can boost ratings for following show
- Networks strategically place new or struggling shows after popular programs
- describes the show following a program, benefiting from retained viewers
- Popular shows can help establish new series in lead-out position
- Networks may use lead-out slot to launch promising new content
- Binge-watching involves consuming multiple episodes or entire seasons in rapid succession
- Popularized by streaming platforms and DVD box sets
- Influences programming strategies for both traditional networks and streaming services
- Can lead to faster plot development and more complex storytelling
- Impacts release schedules (full-season drops vs. weekly episodes)
Audience Retention Techniques
- Networks employ various strategies to maintain viewership throughout programming blocks
- Cross-promotion during shows encourages viewers to stay tuned for upcoming content
- and incentivize regular viewing habits
- (social media engagement, companion apps) enhance viewer involvement
- Networks analyze to optimize scheduling and reduce viewer attrition between shows
Industry Cycles
Sweeps Periods and Ratings Measurement
- occur in February, May, July, and November
- Networks air their most compelling content during sweeps to maximize ratings
- Ratings data collected during sweeps used to set advertising rates
- Local stations often feature special news reports and contests during sweeps
- system measures viewership data
- Demographic information crucial for targeted advertising
- Live+3 and account for time-shifted viewing
Pilot Season and Program Development
- typically runs from January to April
- Networks commission pilot episodes to evaluate potential new series
- Pilot production process:
- Script development and approval
- Casting and pre-production
- Filming and post-production
- Network executives review completed pilots
- in May showcase new programming lineups to advertisers
- Successful pilots ordered to series, failures may be reworked or discarded
- Increasing trend towards year-round development cycles
- Streaming platforms and cable networks often operate outside traditional pilot season
- Some networks moving towards straight-to-series orders, bypassing pilot process
Key Terms to Review (20)
Audience flow: Audience flow refers to the movement of viewers from one program to another within a television schedule, impacting overall ratings and advertising strategies. It plays a crucial role in how networks design their programming strategies, aiming to maximize viewership by strategically placing shows that can capture and retain audiences after a lead-in program. Understanding audience flow is essential for networks to enhance viewer retention and optimize ad revenue.
Binge-watching: Binge-watching is the practice of consuming multiple episodes of a television series in one sitting, often facilitated by streaming platforms that provide easy access to entire seasons. This behavior reflects shifts in viewing habits, where audiences prefer to engage with content at their own pace rather than adhering to traditional broadcasting schedules.
Cliffhangers: Cliffhangers are suspenseful plot devices used in storytelling, especially in television, where a scene ends at a critical moment, leaving viewers eager to see what happens next. This technique is particularly effective in serial storytelling, where episodes build upon each other, but it can also appear in episodic formats to create tension and engagement. By maintaining suspense, cliffhangers encourage audience retention and can drive viewership for upcoming episodes.
Counterprogramming: Counterprogramming is a strategy used by television networks to attract viewers by offering alternative programming to what competitors are airing at the same time. This tactic often targets specific audiences or demographics who may be dissatisfied with the mainstream content presented by other networks, aiming to capture their attention and viewership. It highlights the importance of strategic scheduling and audience analysis in the competitive landscape of television programming.
Dayparting: Dayparting is the practice of dividing the broadcasting day into specific segments, or 'dayparts,' to optimize programming based on audience habits and preferences. This strategy allows networks to schedule different types of content at different times to attract targeted demographics, maximizing viewership and advertising revenue.
Demographics: Demographics refer to statistical data that describe a population, including factors like age, gender, income, education, and ethnicity. Understanding demographics is essential for targeting specific audience segments, shaping programming schedules, developing advertising strategies, and measuring viewership trends in television.
Lead-in: A lead-in is a strategic programming technique used in television scheduling that involves placing a popular or well-performing show before a new or less established program. This method is designed to attract viewers from the lead-in show to the following program, thereby increasing its ratings and audience reach. By leveraging the established audience of a successful show, networks can enhance viewer retention and create a more favorable viewing environment for new content.
Lead-out: A lead-out is the segment of programming that follows a main television program, often used to transition viewers to the next show or segment. This strategic placement can help maintain audience engagement, as it capitalizes on the momentum built during the preceding program. By effectively utilizing lead-outs, networks can increase their overall viewership and strengthen their programming schedules.
Live+3 ratings: Live+3 ratings measure the viewership of a television program not only during its original live broadcast but also for up to three days afterward. This metric provides insights into how many additional viewers watch the show on DVR or streaming platforms shortly after its airing, helping networks understand audience engagement and content popularity beyond just the live numbers.
Live+7 ratings: Live+7 ratings refer to a metric used in television viewership that measures the number of viewers who watch a program live and those who watch it within seven days of its original airing. This measurement is important as it captures the total audience for a show, including those who watch through DVRs or streaming platforms, reflecting the changing viewing habits of audiences. Live+7 ratings are crucial for networks to evaluate a program's performance and guide decisions about programming schedules and advertising strategies.
Nielsen Ratings: Nielsen Ratings are a set of audience measurement tools used to determine the size and demographics of television audiences in the United States. This data is crucial for networks and advertisers as it directly influences programming decisions, advertising rates, and revenue models. Understanding Nielsen Ratings helps in analyzing how networks structure their programming schedules and adapt their business models based on viewer preferences and behaviors.
Pilot season: Pilot season refers to a specific time of year when television networks and production companies develop and produce new shows to be tested for audience interest. This process is crucial as it determines which shows will be picked up for full seasons, shaping the programming schedules and strategies of networks. During this period, multiple pilots are produced, and networks assess their potential based on ratings, viewer feedback, and market trends.
Prime time: Prime time refers to the block of television programming that is typically scheduled between 8 PM and 11 PM, when viewership is at its highest. This period is crucial for networks as they aim to attract the largest audience possible, thus maximizing advertising revenue and showcasing their strongest content. The programming decisions made during prime time can significantly influence a network's overall success and public perception.
Program development: Program development is the process of creating, planning, and organizing television content to ensure it meets the target audience's needs and fits within a network's programming strategy. It involves brainstorming ideas, drafting scripts, selecting cast and crew, and determining budgets, all while considering audience preferences and trends in the industry.
Seasonal programming: Seasonal programming refers to the strategic scheduling of television shows and content that align with specific seasons or events throughout the year, such as holidays, sports seasons, or seasonal themes. This approach allows networks to maximize viewership by appealing to audiences' interests during particular times, and it often includes a mix of new and returning shows tailored to seasonal trends.
Second-screen experiences: Second-screen experiences refer to the use of a mobile device, like a smartphone or tablet, while watching television to enhance the viewing experience. This practice allows viewers to access additional content, interact with social media, participate in live polls, and engage with other viewers in real-time. It connects the viewing of traditional television programming with online interactivity and supplemental information.
Serialized storytelling: Serialized storytelling is a narrative structure where a story is told in multiple episodes or segments, allowing for complex character development and intricate plots that unfold over time. This approach enhances audience engagement by creating suspense and anticipation, leading viewers to return for subsequent installments, thereby deepening their connection to the characters and storylines.
Sweeps periods: Sweeps periods are specific times during the year when television ratings are measured to determine the viewing habits of audiences. These periods typically occur four times a year and are crucial for networks as they help to set advertising rates based on viewer statistics. The results from sweeps periods influence programming decisions, advertising strategies, and the overall financial success of television shows.
Tentpole programming: Tentpole programming refers to strategically scheduled television shows or events that are expected to attract a large audience, serving as the backbone or 'tent pole' for a network's programming lineup. These programs often include major series finales, popular premieres, or high-profile events like award shows, which can help draw viewers to adjacent time slots and boost ratings across the entire schedule.
Upfronts: Upfronts are annual events where television networks present their upcoming programming schedules and advertising opportunities to advertisers and media buyers. These presentations are crucial for networks as they help secure ad commitments before the new season begins, influencing both programming strategies and revenue models. By showcasing new shows and highlighting popular returning series, networks aim to generate excitement and secure advertising dollars well in advance.