14.2 Programming strategies and scheduling in the digital age

The digital age has revolutionized TV programming strategies. Networks now grapple with audience fragmentation, time-shifting, and streaming platforms. These changes have forced them to adapt their scheduling practices and explore new ways to engage viewers across multiple platforms.

Genre plays a crucial role in programming decisions, helping networks target specific audiences and build brand identities. As competition intensifies, networks face challenges in attracting viewers but also gain opportunities for data-driven insights and innovative content creation that extends beyond traditional TV formats.

Programming Strategies in the Multi-Platform Era

The Rise of Cable Television and Audience Fragmentation

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• The rise of cable television in the 1980s and 1990s led to increased competition for viewers and fragmentation of the audience, challenging the dominance of broadcast networks and their traditional scheduling practices
  • Cable networks offered a wider variety of programming options, catering to niche interests and demographics (ESPN for sports fans, MTV for music and youth culture)
  • The proliferation of cable channels divided the audience, making it more difficult for any single network to capture a large share of viewers
  • Broadcast networks had to adapt their programming strategies to compete with cable, focusing on high-profile event programming and developing more targeted content

The Impact of Digital Video Recorders (DVRs) and Streaming Platforms

• The advent of digital video recorders (DVRs) in the late 1990s and early 2000s enabled viewers to time-shift their viewing habits, watching programs at their convenience rather than during the scheduled broadcast
  • DVRs allowed viewers to record shows and skip commercials, disrupting the traditional advertising-based revenue model for networks
  • Time-shifting made it more difficult for networks to accurately measure live viewing and set advertising rates
• The emergence of streaming platforms such as Netflix, Hulu, and Amazon Prime Video in the 2000s and 2010s further disrupted traditional programming strategies by offering entire seasons of shows at once, encouraging binge-watching and on-demand viewing
  • Streaming platforms' subscription-based model provided an alternative revenue stream to advertising, allowing for greater creative freedom in content production
  • The release of entire seasons at once changed the way audiences consumed and discussed television, with social media buzz often concentrated around the release date rather than weekly episodes

Networks' Adaptations to the Multi-Platform Era

• Networks have adapted to the multi-platform era by developing their own streaming platforms and creating content specifically designed for digital consumption
  • Many networks have launched their own streaming services to compete with standalone platforms (CBS All Access, HBO Max, Disney+)
  • Digital-first content often features shorter episodes, interactive elements, and transmedia storytelling that extends across multiple platforms ("Westworld" and its accompanying mobile game and online puzzles)
• Social media has become an integral part of programming strategies, with networks using platforms like Twitter and Facebook to engage audiences, promote shows, and gather real-time feedback
  • Networks often create official social media accounts for their shows, encouraging fans to discuss episodes and share content
  • Social media buzz can help generate interest in new shows and sustain engagement between seasons
  • Real-time feedback from social media can inform programming decisions and help networks gauge audience reactions to plot twists and character developments

Impact of Time-Shifting on Scheduling

The Decline of Traditional Prime-Time Scheduling

• Time-shifting, enabled by DVRs and streaming platforms, has diminished the importance of traditional prime-time scheduling, as viewers can watch programs at their convenience
  • Viewers are no longer tied to the linear schedule set by networks, allowing them to create their own personalized viewing schedules
  • The concept of "appointment television," where viewers tune in at a specific time each week to watch a show, has become less relevant in the time-shifting era
  • Networks have had to rethink their scheduling strategies, focusing on creating compelling content that can attract viewers regardless of when it airs

The Rise of Binge-Watching and On-Demand Viewing

• Binge-watching, facilitated by the release of entire seasons at once on streaming platforms, has altered the way audiences consume and engage with television content
  • Viewers can watch multiple episodes in a single sitting, often leading to more intense and immersive viewing experiences
  • Binge-watching has changed the pacing and structure of television storytelling, with shows often employing cliffhangers and serialized narratives to encourage continuous viewing
• On-demand viewing has challenged the linear nature of traditional television scheduling, allowing viewers to curate their own viewing schedules and watch programs in any order they choose
  • Streaming platforms' vast libraries of content enable viewers to discover and watch shows at their own pace, without being limited by a network's schedule
  • The ability to watch episodes out of order has led to the rise of non-linear storytelling and anthology series that can be consumed in any sequence (Black Mirror, The Twilight Zone)

Networks' Responses to Time-Shifting and On-Demand Viewing

• The rise of time-shifting, binge-watching, and on-demand viewing has led to a decline in live TV ratings, making it more difficult for networks to accurately measure audience engagement and sell advertising space
  • Traditional Nielsen ratings, which measure live and same-day viewing, have become less relevant in the time-shifting era
  • Networks have pushed for the inclusion of delayed viewing metrics, such as three-day and seven-day ratings, to better capture the total audience for their shows
• Networks have responded to these changes by experimenting with new scheduling strategies and release models
  • Some networks have embraced the binge-watching model, releasing entire seasons of shows at once on their streaming platforms (Netflix's "Stranger Things," Amazon's "The Marvelous Mrs. Maisel")
  • Other networks have opted for a hybrid approach, releasing episodes weekly on streaming platforms to maintain audience engagement over a longer period (Disney+ with "The Mandalorian," HBO Max with "Euphoria")
  • Networks have also experimented with "event programming," such as live musicals and limited series, to create appointment television and generate buzz on social media

Genre's Role in Programming Decisions

Targeting Specific Audiences and Building Brand Identity

• Genre plays a crucial role in programming decisions, as networks aim to attract specific target audiences and create cohesive brand identities
  • Networks use genre to differentiate themselves from competitors and establish a clear brand identity (Syfy for science fiction and fantasy, Lifetime for women-oriented programming)
  • Genre-specific programming allows networks to attract advertisers seeking to reach particular demographics (sports brands advertising on ESPN, beauty products on Lifetime)
• Networks often create themed programming blocks that group shows of similar genres together
  • Themed blocks create a consistent viewing experience and encourage audience loyalty (ABC's "TGIF" comedy block in the 1990s, NBC's "Must See TV" on Thursday nights)
  • Genre-based programming blocks make it easier for viewers to discover new shows that align with their interests and viewing habits

The Emergence of Genre-Specific Networks and Streaming Content

• Genre-specific cable networks have emerged to cater to niche audiences and advertisers
  • These networks offer a deep dive into particular genres, providing a wide range of content that appeals to passionate fans (Food Network for cooking and lifestyle, History Channel for historical programming)
  • Genre-specific networks often commission original programming that aligns with their brand identity and target audience (ESPN's "30 for 30" documentary series, MTV's "Unplugged" music series)
• Streaming platforms have also leveraged genre in their programming strategies
  • Netflix, Amazon, and Hulu have invested heavily in original content across a wide range of genres to appeal to diverse audience preferences (Netflix's "Stranger Things" for science fiction, Amazon's "The Marvelous Mrs. Maisel" for period comedy)
  • Streaming platforms use algorithms to recommend content based on viewers' genre preferences, helping them discover new shows and movies that align with their interests

The Influence of Genre on Scheduling Decisions

• Genre can influence scheduling decisions, with networks typically placing high-profile dramas in prime-time slots and relegating less popular genres to off-peak hours
  • Networks often reserve their most desirable time slots (weekday evenings, Sunday nights) for genres with broad appeal, such as dramas and reality competitions (NBC's "The Voice," ABC's "Grey's Anatomy")
  • Less popular or niche genres, such as documentaries or educational programming, are often scheduled in less competitive time slots (PBS's "Frontline" on weeknights, Discovery Channel's "Shark Week" in the summer)
• Genre can also influence the length and frequency of programming blocks
  • Sitcoms and animated series are often scheduled in 30-minute blocks, allowing networks to air multiple episodes in a single night (Fox's "Animation Domination" on Sundays)
  • Dramas and reality competitions are typically scheduled in 60-minute blocks, providing more time for complex storytelling and character development (CBS's "Survivor," HBO's "Game of Thrones")

Challenges of Attracting Audiences in the Digital Age

Increased Competition and Audience Fragmentation

• The proliferation of streaming platforms and online content has led to increased competition for viewers' attention, making it more challenging for networks to attract and retain audiences
  • Viewers have a vast array of content options across multiple platforms, including cable networks, streaming services, and user-generated content on social media
  • The abundance of choice has led to audience fragmentation, with viewers' attention divided among numerous platforms and shows
• The fragmentation of the audience across multiple platforms has made it more difficult for networks to create hit shows that capture the cultural zeitgeist and generate water-cooler conversations
  • With viewers consuming content on their own schedules and across different platforms, it has become harder for a single show to dominate the cultural conversation
  • The dispersal of the audience has led to a decline in the shared viewing experience, where large numbers of people watch and discuss the same show in real-time

Opportunities for Data-Driven Insights and Audience Engagement

• The ability to collect and analyze vast amounts of viewer data on streaming platforms has enabled networks to better understand audience preferences and tailor their content and marketing strategies accordingly
  • Streaming platforms can track viewers' watching habits, including when they pause, rewind, or abandon a show, providing valuable insights into engagement and interest levels
  • Data analytics can help networks identify popular genres, characters, and storylines, informing future programming decisions and content creation
• The digital age has opened up new opportunities for networks to engage with audiences through social media, online forums, and interactive content
  • Social media platforms allow networks to directly communicate with fans, share behind-the-scenes content, and build anticipation for upcoming releases
  • Online forums and fan communities provide valuable feedback and insights into audience reactions and preferences, helping networks gauge the success of their shows and make adjustments accordingly
  • Interactive content, such as choose-your-own-adventure stories and gamified experiences, can deepen audience engagement and create a sense of investment in the story and characters

Expanding Beyond Traditional Television Formats

• Networks have the opportunity to create content that transcends traditional television formats, such as transmedia storytelling that extends across multiple platforms
  • Transmedia storytelling involves creating a cohesive narrative that unfolds across different media, such as television, mobile apps, websites, and social media
  • This approach allows for a more immersive and interactive viewing experience, encouraging fans to actively seek out and engage with content across various platforms (HBO's "Westworld" and its accompanying mobile game and online puzzles)
• The global reach of streaming platforms has created opportunities for networks to distribute their content to international audiences and tap into new markets
  • Streaming platforms' worldwide availability has made it easier for networks to reach viewers in different countries and regions, expanding their potential audience base
  • The success of international shows on streaming platforms (Netflix's "Money Heist," "Squid Game") has demonstrated the potential for cross-cultural appeal and opened up new opportunities for global content creation and distribution