Who is responsible for creating a television network's schedule?

In 1989, the emerging Fox network introduced the first animated sitcom during primetime. "The Simpsons" quickly became a sensation. However, Fox aimed higher than just Sunday night success. The network's leadership targeted the reigning champion of primetime comedy, "The Cosby Show," which had dominated television ratings for six consecutive years. In 1990, Fox shifted "The Simpsons" to the 8 p.m. Thursday slot, directly challenging Cosby.

Gallery of Classic Children's Television Shows

Although "The Simpsons" didn't surpass "The Cosby Show" in its debut year (it did capture key demographics), the daring scheduling decision was part of a broader marketing plan. Fox's message was clear: "We've arrived. We're fresh. And we're ready to take on the giants." Nearly two decades later, "The Simpsons" is celebrated as one of television's most iconic shows, with its early triumph partly attributed to that well-publicized scheduling move.

The individual responsible for crafting a TV network's schedule holds the title of director of network programming. This role, also known as president of TV entertainment, senior vice president for TV programming, or vice president of program scheduling, is one of the most prestigious in television production. It demands a diverse skill set encompassing business acumen, creativity, technical expertise, and strong interpersonal abilities.

In today's rapidly evolving media landscape, the director of network programming must be exceptionally flexible. With an unprecedented array of entertainment choices available to consumers, network programmers are expanding beyond traditional television to embrace digital platforms like the Internet, mobile devices, and video on demand to maintain audience engagement.

What exactly does the director of network programming do, and how can one enter this demanding yet influential career? Continue reading to uncover all the details.

Job Description: Director of Network Programming

To grasp the role of a director of network programming, it's essential to recognize that network television operates as a business. The primary objective is profitability, not merely entertaining audiences. A TV show's success hinges largely on Nielsen ratings, which provide advertisers with data on viewership numbers, segmented by age and gender.

Advertisers rely on these ratings to determine which programs align with their target demographics. This explains why beer and truck ads dominate Monday Night Football, while weight loss and skincare commercials are prevalent during Lifetime's weekly movies. Consistently low ratings on one network compared to another can lead advertisers to shift their investments.

The director of network programming must continuously assess evolving audience preferences to craft morning, daytime, and primetime schedules that attract the largest viewership. Higher ratings translate to increased ad revenue and greater profits for the network.

The role of the director of network programming is divided into two key areas: development and scheduling. Development involves identifying promising show concepts, acquiring them, and allocating resources to transform these ideas into profitable, high-performing TV programs. Network development specialists support the director in this process.

Scheduling involves strategically balancing new ideas with existing shows to engage rather than alienate viewers. Over-relocating a popular show risks losing its audience, while a stagnant primetime lineup may drive viewers to seek fresher content elsewhere.

Scheduling plays a crucial role in a TV network's business strategy, aimed at maximizing revenue. If current shows fail to attract enough young male viewers—a demographic highly sought after by advertisers—the director of network programming might introduce a new reality show featuring bikini-clad contestants during primetime to retain this audience.

This approach aligns with the traditional tent pole strategy employed by the major American networks (ABC, NBC, CBS, and Fox). The strategy involved placing new shows between established hits, leveraging the popularity of the latter to boost ratings for the former. A prime example of this success was NBC's "Friends," which premiered at 8:30 p.m. on Thursdays, sandwiched between the hits "Mad About You" and "Seinfeld."

The role of the director of network programming is evolving quickly. Networks now recognize they are not only competing with each other but also with alternative media platforms, such as Internet streaming and mobile devices like cell phones and iPods.

In this dynamic media environment, the director of network programming must strategize how to distribute content widely while maximizing ad revenue. This means TV scheduling is just one piece of the puzzle. A show airing on Thursday night should be accessible for streaming on the network's website by Friday, downloadable on iTunes by Saturday, and available as video on demand by Sunday.

What type of individual is best suited for the role of director of network programming? Should they be a sharp business strategist or a creative innovator? Read on to discover more.

Required Skills: Director of Network Programming

To excel as a director of network programming, one must possess a unique blend of skills and an intuitive understanding of what makes compelling television.

The director of network programming must analyze current audience viewing data to identify trends before they peak. They also evaluate past ratings to determine the optimal timing for launching new shows or premiering original movies. Additionally, they screen TV pilots with test audiences, discerning which feedback to incorporate and which to disregard.

Creatively, the director of network programming must stay attuned to popular trends while remaining willing to take risks. While it might be tempting to replicate successful shows from other networks (like "Dancing With the Stars" and "So You Think You Can Dance") or develop spin-offs from existing hits (such as "CSI," "CSI: Miami," and "CSI: NY"), some of the biggest successes come from entirely unexpected ideas.

A growing trend among American television networks is to identify successful shows from other countries, particularly England, and adapt them for U.S. audiences. Notable examples include "American Idol," inspired by the British show "Pop Idol," and the U.S. adaptation of the British series "The Office." This strategy combines innovation with the assurance of a proven track record.

The director of network programming must maintain a holistic perspective throughout the development and scheduling phases. For instance, if a comedy executive pitches a new show idea, she must anticipate how it could fit into the schedule two years later, considering other projects in development that may or may not materialize.

Given that network television is a business, every decision by the director of network programming must align with budgetary constraints. Limited funds mean not every new show can be developed each season. Marketing budgets are also fixed, so a show airing on a less popular night, like Monday, requires more promotional effort than one following a major hit.

Every choice ultimately revolves around profitability. The director of network programming must constantly evaluate, "How much advertising revenue will this investment generate?" Failure to do so could jeopardize her position.

The director of network programming also serves as the network's spokesperson during press tours and upfronts, where new and returning shows are pitched to advertisers. This demands strong public relations skills, including the ability to handle press conference inquiries and deliver memorable sound bites.

How does one become a director of network programming? Is it enough to watch a lot of TV and dress sharply, or can you specialize in TV business during college? Keep reading to uncover the details.

Becoming a Director of Network Programming

Directors of network programming at the major American TV networks typically have 20 to 30 years of industry experience. This role is considered the pinnacle of television production careers. Qualified individuals often climb the ranks at independent production companies, TV studios, and networks, gaining critical expertise in development and scheduling.

A common path to becoming a director of network programming is through a career in development. Opportunities exist in various settings, such as independent production companies that create pilots for TV studios or networks. Starting as a production assistant or in an entry-level role can provide foundational knowledge. Earning the trust of superiors may lead to opportunities to contribute to scripts or attend key meetings.

On the development career path, you'll refine your ability to recognize promising ideas and guide them through the development pipeline. You'll master balancing a creator's artistic vision with market demands to craft shows that are both engaging and profitable. You'll also learn how to tailor pitches and pilots to meet the expectations of top network executives. Above all, you'll build a reputation for consistently developing hit shows.

Before rising to the role of director of network programming, you might spend several years specializing in a specific development area at a TV network. Major networks offer development roles in comedy, drama, original programming, daytime, primetime, sports, and digital media. Gaining diverse experience across genres, time slots, and platforms prepares you to manage them all as a director.

Many directors of network programming have backgrounds in research and affiliate marketing at major studios and networks. Beyond identifying and nurturing innovative ideas, you must demonstrate a deep understanding of ratings and how to boost ad revenue through strategic partnerships, affiliate networks, and multi-platform strategies.

While a specialized degree in television business or broadcasting isn't mandatory, certain college programs can provide a competitive edge for internships. Many directors study communications, though others enter the field with degrees in law, business, or marketing. However, the most effective way to grasp the industry is by securing an entry-level position and gaining hands-on experience.