Prime Time TV Programming Strategies & Audience Analysis
Prime Time Programming
The Star of Programming
This prime time slot is the most competitive, attracting the largest viewership. It aligns with evening hours when people are most likely at home and have leisure time. As the network’s showcase, it’s where developers take the most risks and generate essential advertising revenue. Consistent success every night during prime time is challenging, but leading or closely trailing the competition on several days is crucial. A successful prime time builds loyalty to the entire network’s programming.
Key Prime Time Elements
- Offer: Programming should be sharp and distinct.
- Clarity: Viewers should know the channel, day, time, and program name.
Programming Strategy
Developers employ increasingly sophisticated strategies to retain and capture viewership.
Types of Strategies
- Localization: Based on program placement in the grid.
- Format: Based on program content.
- Character: Based on program hosts or actors.
1. Localization Strategy
- Stunting (Counter-Programming):
- Last-minute program changes to disrupt competitors.
- Blocking:
- Combining similar programs to create a homogeneous flow.
- Stripping (Daily Strip):
- Scheduling the same program at the same time each day (e.g., a series) to build loyalty.
- Checkerboarding:
- Scheduling different programs at the same time each day, catering to the target audience.
- Lead-in:
- Broadcasting popular programs to boost subsequent shows.
- Hammock:
- Placing a new program between two successful ones.
- Tent Poling:
- Placing a hit show between two less popular ones.
- Bridging:
- Starting a program slightly before competitors to capture early viewers.
2. Format Strategy
- Special:
- A unique program (e.g., sports) to attract a wider audience.
- Blockbuster:
- A high-profile program (e.g., movie premiere) for a specific day or timeslot.
- Long Form:
- Extended programs for late-night programming (e.g., marathons, miniseries).
- Warehousing:
- Acquiring program rights before scheduling.
- Stronghold:
- A successful program, day, or timeslot that deters competition.
- Autarky:
- Contrasting modern programs with classic content (e.g., old movies).
- Clipping:
- Cutting end credits to save time and retain viewers.
3. Character Strategy
- Crossover:
- Moving popular characters from one series to another.
- Spin-off:
- Creating a new series based on a minor character from a popular show.
- Golpe Bajo (Low Blow):
- Parodying a competitor’s program.
- Changing the Channel:
- Recruiting a competitor’s star anchor.
Television Audience
Definitions
Audience refers to the public interacting with a medium. It varies based on sociological and psychological factors, creating an audience profile. Audience analysis quantifies viewership, informing program success, format potential, scheduling, and advertising pricing. It’s crucial for program success, primarily determining advertising rates. Networks analyze audience data to create reports with quantitative and qualitative information.
Other Definitions
- Potential Audience:
- The entire population over four years old who can watch television at a given time.
- Real Audience:
- The number of people actually watching a program.
- Niche Audience:
- A segment of the potential audience likely to become real viewers based on past behavior.
- Audience Share:
- The percentage of the real audience compared to the potential audience for a program.