4.2 Dayparting and Counterprogramming

Television networks strategically divide their broadcast day into segments called dayparts. This approach allows them to tailor content and ads to specific audiences, maximizing viewership and ad effectiveness. Each daypart has unique characteristics, from early morning news to late-night entertainment.

Counterprogramming is a key strategy in TV scheduling. Networks offer contrasting content to competitors, attracting viewers who want something different. This technique helps networks stand out and serve niche audiences, while constantly adapting to viewer preferences and industry trends.

Dayparting in Television Programming

Concept of dayparting

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• Divides broadcast day into distinct time segments targeting specific demographics or audiences
• Tailors programming and advertising to viewing habits and preferences of target audience
• Optimizes viewership by aligning content with audience availability and interests (working adults, children, retirees)
• Enables targeted advertising increasing effectiveness of ad campaigns (toys during children's programming, luxury products during prime time)
• Maintains consistent brand identity throughout the day (educational content on PBS, sports on ESPN)

Characteristics of dayparts

• Early Morning (5:00 AM - 9:00 AM) features news, weather, and lifestyle programming targeting viewers preparing for work or school
• Daytime (9:00 AM - 4:00 PM) consists of talk shows (The View), game shows (The Price is Right), and soap operas appealing to stay-at-home parents, retirees, and viewers with flexible schedules
• Early Fringe (4:00 PM - 7:00 PM) includes local news, syndicated shows (Jeopardy!), and family-oriented programming targeting viewers returning from work or school
• Prime Time (7:00 PM - 11:00 PM) features most popular and high-budget programming such as dramas (Game of Thrones), comedies (The Big Bang Theory), and reality shows (American Idol) attracting the largest and most diverse audience
• Late Night (11:00 PM - 2:00 AM) consists of talk shows (The Tonight Show), variety shows (Saturday Night Live), and adult-oriented programming appealing to younger viewers and those seeking entertainment before sleep

Counterprogramming Strategies

Strategy of counterprogramming

• Schedules programs contrasting with offerings of competing networks
• Attracts viewers who may not be interested in programming on other channels
• Targets specific demographics or niche audiences (Univision targeting Hispanic viewers, Hallmark Channel targeting older women)
• Provides viewers with alternative content choices
• Helps networks differentiate themselves from competitors
• Captures audiences that may be underserved by other programming

Dayparting and counterprogramming techniques

1. Analyze target audience and their viewing habits
   • Identify demographics, psychographics, and behaviors of desired audience (age, gender, income, interests)
   • Determine dayparts in which target audience is most likely to be available (children after school, adults in prime time)
2. Evaluate programming of competing networks
   • Assess strengths and weaknesses of competitors' offerings in each daypart
   • Identify gaps or opportunities for counterprogramming (lack of family-friendly content, oversaturation of crime dramas)
3. Develop dayparting strategy aligning with network's brand and target audience
   • Schedule programs appealing to target audience in appropriate dayparts (cartoons in early morning for children, news in early fringe for adults)
   • Ensure consistent brand identity and viewing experience throughout the day (focus on sports across all dayparts on ESPN)
4. Implement counterprogramming tactics to attract viewers from competing networks
   • Offer unique or contrasting content in specific dayparts (comedy during heavy drama lineup on other networks)
   • Target demographics or niche audiences that may be underserved by competitors (BET targeting African American viewers)
5. Continuously monitor and adjust dayparting and counterprogramming strategies
   • Analyze ratings, audience feedback, and industry trends
   • Adapt programming lineup and strategies as needed to optimize viewership and maintain competitive edge