The Key Factor in determining public acceptance of radio is programming-the determination of what programs to put on the air and at what points in the program schedule. Only though successful programming that wins large audiences do radio become attractive to advertiser seeking mass circulation, and it is only through income obtained from these advertisers that commercial station program operations are financed. The production, technical, and sales staffs of networks and stations work to little avail if they do not have effective programming leadership.
The Programming Function
To understand radio programming, we must first have some insight into its scope and nature. (1). The programming function in radio is of such vast proportions that it is difficult to convey its size accurately. As far as commercial operation is concerned, each of station plans a program schedule for every day of the week; many stations program 18 to 20 hours per day, and some more. The national radio networks program from 10 to 15 hours a day and offer these programs ti affiliated stations which are then relieved of the necessity to produce program for those hours. A single network presents different program in the course of a single season. Counting both network and local station offerings in both radio are broadcast each day throughout the country. (2). The programming functions is continuous. Station do not go on the air to broadcast only one or two program at a time. Once they sign on in the morning, with few exceptions they program without interruption until sign-off. (3) The programming function is extremely competitive-it ism indeed, the most competitive aspect of radio. In the constant search to find to develop “hit” programs, each network is in vigorous competition with other networks, and every station competes with other stations in the same market. (4) The programming function, is a very costly on the time, effort, money, and creative ability. (5). The programming function, especially network, is extremely complex, because it is interrelated with almost all the other functions and operating processes of radio-the simultaneous availability of performing, writing, and production talent, production facilities, including studios, technical crew, etc. (6) The programming function tends to seek stability in program schedule that will develop and listening habit with the audiences, in order to be able to make long-term sales and advertiser, and to obtain relief from the relentless pressure of building new program. (7) The programming function draws its creative ideas, materials, and talent from all possible sources, professional radio performers. Writers, journalism, etc. (8) The programming function is highly speculative, there are no sure rules for predicting which program ideas will result in program the audience will like or which new performers will develop into radio star talent.
