. Number of times broadcast each week
l Source of program
The weekly schedule differs from the master
program schedule in that operational information is left
out while program highlights are included. These
program notes must be brief, but if space permits, should
be enough to attract the interest of the audience. This is
basically the same as the weekly television schedule
Audience surveys and their data are important
considerations when you plan programming strategies.
Your knowing how to produce and analyze survey data
is obviously a major part of being a broadcast
supervisor. However, for the print journalist and the
public relations practitioner, understanding survey
production and how it functions is also paramount. If the
senior journalist and PAO are ever to achieve the work
smarter, not harder catch phrase, each must understand
and use the information in Chapter 9 on a regular basis.
TACTICS AND SCHEDULING
In the Television Programming section of this
chapter, we covered the two techniques of program
blocking: vertical and horizontal. For the full week of
radio programming, using both vertical and horizontal
blocking techniques is most often seen (fig. 8-16).
As with television programming, vertical blocking
is arranging your program segments for a one-day
period in a vertical, or up and down fashion. Scheduling
two consecutive hours of The Countdown at 0805 on
Saturday would be to vertically block the show.
Horizontal blocking is arranging your program
segments for two or more consecutive days so that
repeat programs form horizontal, or left to right lines.
Scheduling the 55-minute Charlie Tuna program at 0805
for five consecutive days is an example of horizontal
On a master radio program schedule you will have
both vertical and horizontal blocking, depending on the
scope of your consideration. The program blocking for
the day would be vertical, and two or more consecutive
days would be horizontal.
NBS detachments are unique in that many military
communities are often served by one radio station. The
tastes and preferences within these communities are
diverse. To better meet these needs, many NBS
detachments are equipped with both AM and FM
stations. Considering your target audience is only
available at certain times of the day and that there is a
shortage of radio entertainment sources to suit their
diverse tastes, counter programming (simultaneously
scheduling programs with different appeal) the AM/FM
schedule offers an innovative way to satisfy those
special audience needs.
Traditionally, the AM service involved a program
schedule of lead prime-time music shows and blocked
AFRTS-BC produced programs during prime time.
When the FM-stereo service was introduced, it featured
only beautiful music and was usually completely
automated. This type of counter programming allowed
the station to serve the typical AM radio listener who
enjoyed a contemporary sound while satisfying a special
interest group who preferred a more sedate music sound.
Since the AFRTS-Arbitron survey found that the bulk
of the beautiful music format audience was over 35, it
also made the job of communicating command infor-
mation easier. The message could be aimed toward
either the under-35 or over-35 segment and handled in
a manner that best communicated to them.
The young adult in the military of today has grown
up listening to rock and other contemporary music on
FM-stereo. Advances in technology and lower prices
have brought good quality FM-stereo receivers within
the reach of most of the audience. Considering this
audience expectation of how FM-stereo should sound,
many NBS detachments counter program less
To be responsive to the current audience preference
for a contemporary-formatted FM service, some NBS
detachments are programming local live contemporary
music shows according to local audience tastes.
Contemporary format AFRTS-BC canned shows,
directed at special interest audience segments, are also
scheduled on FM.
The contemporary sound of the FM service is
counter programmed on AM with beautiful music and
adult contemporary canned shows from AFRTS-BC.
Local live shows continue with the mixed music format.
This counter programming allows you to serve more
special interest groups with programs tailored to their
various tastes. Your stations latest audience survey is
invaluable in discerning special interest groups and their
listening habits. This data can show you if there is a need
to counter program, and if so, to what extent.
As a broadcast supervisor, you have to consider the
additional manpower needed to perform more local live