Scheduling Strategies Flashcards
A popular programming strategy or broadcast is ________________, where a broadcast day is divided into several parts depending on the available demographic available to engage at that time.
Dayparting
A program that appeals to an audience similar to the being sought by a competing station or stations.
Head to Head
Early- and late-night newscasts usually are scheduled against each other on stations affiliated with the original networks and provide an example of this strategy.
Head to Head
A program that appeals to a different audience from that targeted by the competition.
Counterprogramming
A program with principal appeal to adults at the same time as a children’s program on another station is an example of ___________________.
counter-programming
Airing a different program series in the same time period daily.
Stripping
This strategy has several drawbacks. It is expensive, since the station may have to buy as many as five different series. It is difficult to promote.
Stripping
Finally, it does not permit the station to capitalize on the element of audience habit.
Stripping
Scheduling several programs with similar audience appeal back-to-back, usually for two hours or more.
Blocking
This strategy also is called vertical programming and seeks to encourage audience flow.
Blocking
Placing a new or untested program between two popular programs.
Hammocking
Placing a popular program in between two underperforming programs.
Tentpoling
Dayparting for Radio
(6:00 am to 10:00 am): Most listeners want to be brought up-to-date with news and with weather and traffic conditions.
Morning drive time
Dayparting for Radio
(10:00 am to 3:00 pm): The majority of listeners are home-makers and office workers, and both music and information programming are tailored to their needs.
Midday
Dayparting for Radio
3:00 pm to 7:00 pm): Teenagers return from school and adults drive home from work. For the most part, the former seek entertainment and the latter a mix of entertainment and information.
Afternoon drive time
Dayparting for Radio
(7:00 pm to midnight): The audience of most stations is composed chiefly of people desiring entertainment or relaxation.
Evening
Dayparting for Radio
(midnight to 6:00 am): Shiftworkers, college students seeking entertainment, and persons seeking companionship constitute the bulk of the audience.
Overnight
Dayparting for Television
(6:00 am to 9:00 am): Children, homemakers, adult men and women who work outside the home, retired persons. Schoolchildren and working adults are preparing to leave, and most have left by the end of the daypart.
Early Morning
Dayparting for Television
(9:00 am to 12:00 nn): Mostly preschoolers, homemakers, the retired, and shift workers.
Morning
Dayparting for Television
(12:00 nn to 4:00 pm): Early in the daypart, working who eat lunch at home are added to the morning audience. They leave, and are replaced from about 2:00 pm by children returning from school.
Afternoon
Dayparting for Television
(4:00 pm to 6:00 pm): The return of most working adults begins and, in many small and medium markets, is completed.
Early Fringe
Dayparting for Television
(6:00 pm to 7:00 pm): In all but the largest markets, all segments of the audience are home.
Early Evening
Dayparting for Television
(7:00 to 9:00 pm): All audience segments are available to view. During the first hour or so, the same as that for prime access. A decrease begins at about 9:30 pm, chiefly among children, those who have to get up early, and the retired.
Prime Time
Dayparting for Television
(11:00 pm to 2:00 am): Mostly adults including shift workers.
Late Fringe-Late Night
Dayparting for Television
(2-6am): Shift workers and other isolated audiences.
Overnight
