Abstract
Programming Strategies of Cable Television
By Yoo-Jung Kim
The purpose of this paper is to ascertain programming strategies of cable television and to suggest the alternative policies.
Generally, programming is defined as the planning of programs to be broadcasted. Although this definition can be also applied to cable TV, programming strategies toward cable TV has been considered in a sense of which competitiveness and managing system among channels are relatively different from those of broadcasting television system. It is posited that unlike broadcasting television, programming of cable TV is strategized for coordinating channels. Also, programming strategies have been conducted for emphasizing the relative advantages, the characteristics of cable TV, and managing system built by a program provider.
In this way, the programming strategies performed in cable TV are as follows. First, due to the limitlessness of broadcasting time, programs are delivered for 24 hours. Second, since a local channel is utilized, local pro- grams including local information and service for the franchised area are provided. Third, by repeating the salute programs, cable TV has been trying to save the cost of maintaining program sources and to maximize the reachness. Fourth, with diverse channel capacity, the programming of each channel is specialized according to genre and audience.
With the conclusion, this study states that programming strategies is very important because those are directly related with media selection. Also, programming strategies must be a tool to show the characteristics of cable TV and to prove any effort to support for the good quality of programs.
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