While the television set and the radio receiver are considered to be "hardware," programming is the essential "software" that actually tempts people to use these devices. The primary function of the station or network is to provide programming content that will appeal to some segment of the audience. The ability of a station to reach its desired audience will determine its success. Its programming mission and strategy are critical to its viability. As such, programming is the most visible and most vital commodity of television.

Programming Sources

There are some basic programming strategies that are common to both radio and television. A station or network must analyze the audiences that is available during a given time of day, examine its own schedule as well as that of the competition, determine the budget and revenues that are available for that time, and—with...