PROGRAMMING DEVELOPMENTBefore you can put your strategies to work care-fully consider the following areas:llllDefining the target audienceDetermining prime timeOther daypartsAvailable programmingAnother consideration will be that you are workingwith a schedule already in place. You will have toevaluate its strengths and weaknesses to see what youwill incorporate into your schedule.DEFINING THE TARGET AUDIENCEThe nature of programming for the militaryaudience is such that there can be few absolutes. Youmay be programming for an area with a significantnumber of family members or an area with a highlytransient military population. The bottom line, however,is that your audience is made up of people who considertelevision an integral part of their lives. Your obligationis to gear programming to fit their mode of living. Acurrent audience survey is the tool you will use toaccomplish this.Survey analysis reveals the who, what, when andwhere of television programming. Using the resultsfrom a local audience survey, you can tell who iswatching, what they like to watch, when they like towatch and where they watch. The sample survey resultsin figures 8-2 and 8-3 show audience programpreference. Feature films are an audience favorite, sothat would be an important feature in your programschedule. However, the survey also shows a variety ofother program types are also popular, so it now becomesa matter of balance according to the degree of popularity.DETERMINING PRIME TIMEOnce you know what the audience likes anddislikes, when they like to see it becomes a factor.Taking the type of programming the audience prefers,you can now proceed to make it available to the audiencewhen they want to see it, if it is available. For example,Figure 8-2.-Sample survey results.8-5
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