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70 Cards in this Set
- Front
- Back
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the idea that at scheduling breaks, when one program comes to an end and another begins, programmers view the audience as flowing from one program to the next in any of three possible directions
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audience flow
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regarding audience flow, what are the three directions that audience members can go?
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(1.) FLOW THROUGH to the next program; (2.) FLOW IN from rival channels or home video; (3.) FLOW AWAY to competing channels or activities
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_____ considerations have traditionally dominated the strategies of the commercial networks
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audience flow
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involves scheduling programs with differing appeals against each other
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counterprogramming
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the idea that people tend to leave the channel selector alone unless stimulated into action by some forceful reason for change
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tuning inertia
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hunting up and down the channels until one’s attention is captured
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grazing
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changing back and forth between two channels
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flipping
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changing the channel or stopping a taping to avoid a commercial interruption
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zapping
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fast-forwarding a recording to avoid commercials or to reach a more interesting point
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zipping
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The overall strategic lesson taught by the freedom-of-choice factor is that
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programs must always please, entertain, and be easily understood
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scheduling different types of programs to match parts of the day
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dayparting
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when programmers strive to make their programming compatible with the day’s round of what people do
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dayparts/dayparting
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set the boundaries for the programming strategies that capture the time, money, and effort of broadcasting producers and executives
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dayparts
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6 - 9 AM
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early morning
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9 AM - 12 PM
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morning
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12 - 4 PM
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afternoon
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4 - 7 PM
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early fringe
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7 - 8 PM
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prime access
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8 - 11 PM
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prime time
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11 - 11:35 PM
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late fringe
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11:35 PM - 2 AM
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late night
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2 - 6 AM
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overnight
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4 - 7 PM
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early fringe
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7 - 8 PM
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prime access
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the primary goal in programming advertiser-supported media is
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to maximize the size of an audience targeted by advertisers
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involves scheduling programs for strict predictability, which establishes tuning habits that eventually become automatic
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habit formation
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scheduling shows Monday through Friday at the same time each day
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stripping
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new technologies like DVRs (ARE/ARE NOT) likely to eliminate the average viewer's need to form patterns of behavior
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are NOT (may actually enhance habit formation because they make it easier to catch all episodes of a show, thus strengthening a habit)
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the first year in which more viewers tuned in to cable
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1999
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currently, broadcast networks claim only a _____% share of the audience compared to cable's _____%
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30; 60
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What are the three basic program sources for television and radio?
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(1.) network, (2.) syndicated, and (3.) local
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What is the key difference between programming and other products corporations make for the public?
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ease of delivery
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In addition to ease of delivery, broadcast programming is also unique because _____
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there is no apparent direct cost to the consumers for the most popular shows
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programmers work only indirectly for the _____; their primary customer is the _____
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audience; advertiser
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the four major parts of the programming process
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(1.) selection, (2.) scheduling, (3.) promotion, (4.) evaluation (SSPE)
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selection contributes _____% to ratings
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40%
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scheduling contributes _____% to ratings
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50%
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promotion contributes _____% to ratings
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10%
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the decision-making processes of selection, scheduling, and promotion, modified by feedback from evaluation, ultimately determine the _____ and _____ of the audience
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size; composition
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factors affecting this include audience habits, cost, compatibility, talent availability, differentiation, trendiness, and novelty.
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selection
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factors affecting this include hammocking, blocking, compatibility, ranking, competition, and inherited viewing
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scheduling
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the amount of inherited viewing between adjacent programs has been consistently shown to hover around _____% in prime time
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50%
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factors affecting this include clutter, location, frequency, construction, distance, and familiarity
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promotion
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refers to the ongoing interpretation of quantitative information and qualitative judgments that results in revisions of show selections, changes in the scheduling of already selected programs, and modifications in their promotion
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evaluation
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the three sources syndicated programming draws upon
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(1.) off-network series, (2.) first-run syndicated series and specials, (3.) feature films
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of all the syndicated program types, _____ is the most in demand
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the feature film
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refers to the release sequence by which feature films reach their various markets
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window
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a sample or prototype production of a series under construction
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pilot
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afford programmers an opportunity to preview audience reaction to a property
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pilot
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Each of the Big Three (ABC, CBS, NBC) orders between _____ pilots for a new season
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30 to 45
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half-hour pilots cost from _____ to _____ million, with one-hour dramas costing _____
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$1.5 to $3 million; twice that amount
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when a network decides to film or tape a pilot and gives money to the producer
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advance
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of the approximately 130 pilots produced annually, many are formatted as _____
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made-for-TV-movies
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the previous average lifespan for a series was more than 20 years, but the current standard for an outstanding run/successful series is _____ years
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5
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paying more to produce a series than the network pays in license fees
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deficit financing
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limited series generally last how many episodes?
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between four and six episodes
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This off-and-on method of scheduling allows the networks to test a new program under the best possible conditions while preserving original episodes of the most popular series for the May sweeps
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limited series
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the majority of new series are aired first in
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limited-run experiments
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decisions of which programs already on the air will continue (renewal) or be pulled (cancelled) is perhaps the easiest decision network programmers have because such decisions are based solely on the network's
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profit margin
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involves subtracting the cost per episode from advertising revenues
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profit margin
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true or false? normally, revenue is directly related to ratings
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true
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currently, the Big Four's numbers have plummeted to a minimum weekday rating of _____ and a share of _____
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5; 9
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_____ is the source of the power of reality programs
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profitiability
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One axiom of programming (that is true) is that loyal viewers who are forced to change their viewing habits
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rarely change back
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when a network determines which segment of the available audience it will go after, mindful of its competitors’ programming and influenced to some degree by advertiser support for its programming
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targeting
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The network programmer's task is to put together a schedule of programs that will, at the lowest possible cost, do what four big things?
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(1.) ATTRACT the most desirable demographic groups, (2.) MAXIMIZE audience flow through, (3.) BUILD viewer loyalty, (4.) CAPTURE the largest possible audience
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A big difference between the major dayparts is that audiences during non-prime-time dayparts are more
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homogenous (similar in demographic composition) than prime-time audience
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audience during non-prime-time dayparts are (MORE/LESS) homogenous than prime-time audience
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more
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when selecting the shows for a particular daypart, the networks generally give primary consideration to these three elements:
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(1.) DEMOGRAPHICS of available audience, (2.) competitive COUNTERPROGRAMMING opportunities, (3.) ECONOMIC viability
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for these three reasons, daytime programming is in much closer touch with its advertising message than prime time
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(1.) daytime programs CONTAIN MORE COMMERCIALS, (2.) TRADITION OF SENSITIVITY since programs were once sponsored by advertisers, and (3.) General Foods and P&G dominate the advertising time so networks CANNOT AFFORD TO OFFEND THEM
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