TV Programming Strategies for Maximum Audience Reach

Posted on Oct 15, 2024 in Other subjects

TV Programming: Maximizing Audience Reach

Program Objective

The primary objective is to reach the maximum audience. Achieving this requires analyzing the competitive landscape and establishing effective strategies to attract and retain viewers.

Program Definition

A program is defined as content designed to attract a potential audience while achieving economic viability.

Key Aspects of Programming

1. Three Faces of a TV Station

  • Planning: Establishes the overall vision, production, and acquisition requirements.
  • Marketing: Defines the perspective of advertisers.
  • Packing (Scheduling): Creates the station’s programming grid and analyzes audience results.

2. Factors Influencing Programming

  • Advertising funding sources and market dynamics.
  • Production costs.
  • Channel’s editorial image.
  • Competitive programming.
  • Shareholder/owner policies.
  • Audience measurement results.
  • Program acquisition and alignment with audience profiles.
  • Available technical equipment and human resources.

3. Programming Department Guidelines

  • Compliance with legal regulations.
  • Defining the target audience.
  • Assessing the commercial potential of programs.
  • Identifying program sources (internal/external production).
  • Creating the programming grid, optimizing scheduling.
  • Promoting the service to viewers and advertisers.
  • Ensuring seamless program execution.
  • Evaluating audience feedback and ratings.

4. Time-Related Factors

  • Legislation and television consumption patterns.
  • Station image.
Rules of Television Consumption
  • Reflect how people organize their lives and interact with television.
  • Influence program content, narrative rhythm, and character development.
  • Key consumption variables:
    • Seasons (winter vs. summer programming)
    • Days of the week
    • Time slots
Station Image

The programming developer must create an editorial project and establish a distinct image that identifies the station’s position within the television landscape.

5. Program Profiles

  • Director of Programs: Designs and formats programs for production or acquisition.
  • Director of Scheduling: Builds the daily programming grid and implements scheduling strategies.

6. Program Design

Program design considers social life patterns. Television consumption is higher in winter than summer, weekdays than weekends, and evenings than daytime.

Seasonal Programming

  • High Season (November-February):
    • Average consumption: 240 minutes/viewer/day
    • Most attractive programming (series, films)
    • Highest ad spending
    • Production in 13-episode installments
  • Mid Season (March-June & September-October):
    • Average consumption: 200 minutes/viewer/day
    • Testing of new series (shorter runs)
    • Season premieres (September-October)
  • Low Season (July-August):
    • Reruns
    • Unsuccessful pilots
    • Summer-specific programs (galas, competitions)

Weekly Programming

Programmers acknowledge weekly and daily routines. The schedule is divided into two blocks: Monday-Friday and Saturday-Sunday, with Friday evening as a transition period.

Daily Programming & Time Slots

24-hour scheduling is essential, considering human activity patterns and cultural differences (e.g., Nordic vs. Mediterranean countries). Understanding audience characteristics at different times of day and in various urban areas is crucial. This leads to the concept of time slots:

  • Early Morning (7:30-9:00): News and children’s programs.
  • Morning (9:00-13:00): News, women’s magazines.
  • Lunchtime (13:00-15:00): Varies.
  • Afternoon (15:00-18:00): Informational (15:00-16:00), women’s programs (16:00-18:00).
  • Early Fringe (18:00-20:00): Women’s and youth magazines.
  • Prime Time Access (20:00-21:00): Lead-in to prime time.
  • Prime Time (21:00-24:00): Families and adults.
  • Late Night (00:00-2:30): Adult programs.

School days, working days, and holidays influence scheduling practices.