Programming... The Constant State Of Solution

The job is the same regardless of the title -- OM, PD, Brand Manager, Dir./Programing, or whatever new moniker they come up with. The duties of the job are still a mystery to many staff employees, especially the air personalities.

What Does Sam Do?

I once overheard an air talent say, "What does Sam do? He's always talking on the phone, playing on the computer, and taking late lunches." I'll bet a lot of programming decision makers can relate because you've heard similar statements. Much of what's mistaken as goofing off is a part of the process for planning on a daily, weekly, and future basis.

Decisions ... Decisions ....

There is a lot of mental juggling going on -- ratings strategy, in-house politics, music rotations, and helping sales with client marketing needs. The job is in a constant state of flux and requires an objective, flexible person versed in the art of reality and sleight of hand.

The Brain ...

Programming is half content and half presentation. It requires understanding the target audience and delivering to their expectations. PDs try to deliver compelling product, provide the right music, a morning show, a complementary sound in other dayparts, input on social media and station websites, and marketing. Below is a list of some of the things your PD might be working on or dealing with:

• Checking the daily commercial and technical discrepancy logs/sheets.
• Analyzing music research.
• Evaluating goals, opportunities, and strategies to maximize efforts to maintain or improve ratings. (Some actually have budgets for perceptual research and those with media monitors in PPM markets can really dig in and micro-analyze.)
• Making sure promotions are on target for active and passive listeners.
• Checking on the current live liners and promos; they might need refreshing.
• Maybe there was a glitch in the computer system causing problems with the relays for the commercial breaks in the syndicated morning show. The PD will need his engineer, the traffic department, and the technical person at the origin for the syndicated feed.
• Working on the next big promotion and how sales can tie in the client.
• Maybe there is a value-added client promotion the Sales Manager wants a plan for.
• Setting up a plan with the Promotions Department for seasonal and holiday promotions.
• Making sure the in-house Internship program is functioning properly.
• Checking with the Webmaster to ensure the station's site is memorable and up to date; it should be compelling for both the core and non P1s (passive listeners). The site should be topical, interactive, and fresh with fresh timely content. Sometimes the PD is the Webmaster.
• Double-checking on the weekend special programming features; are they being downloaded properly and did the correct week air over the weekend?
• Adding or subtracting things for next year's programming budget.
• Massaging tomorrow's music log because the MD has been slacking a bit lately.
• Dealing with air staff issues; the midday person has a cold, the afternoon personality is upset with the Production Director, and the GM thinks the new afternoon talent needs to spruce up his or her image at personal appearances.
• The consultant is flying in and wants to be chauffeured around.
• Music has to be selected for the upcoming auditorium test
• Problems have occurred because an air talent had to handle a problem at a remote because the salesperson was not there.
• One of the listeners has a complaint about a song and needs to vent.
• The GM wants you to meet with someone concerning a project with the Chamber of Commerce.
• You need to meet with the MD and revise music rotations.
• Planning individual meetings with the air staff to critique their airchecks/demos.
• There's a need to have the Promotions Department revise the street team schedule.
• Plan a strategic meeting for the upcoming TV commercials and billboard blitz.
• The station website hasn't been updated with new promotional information
• The content on social media needs to reflect the format changes
• Engineering still needs to fix something in the air studio

It Never Stops ...

The programmer's job is a revolving door of problem solving and planning. Competition for consumers is fierce -- other stations, the Internet, smartphones, Spotify, Pandora, social media, cable and network TV, on-demand content providers (Amazon Prime Video, Netflix, Hulu), computer games, and a host of other things just surfacing at an App store near you.

Air Personalities Remember ...

The airways are the frontline platform for a station and air talent is a major asset to the entire process. The mission of the programmer is to oversee a successful plan from every angle. The role of personality is be a positive in the scheme of things. Don't make your bosses' job harder than it already is; always leave them in a defensible position. It's alright to disagree and discuss programming directives off the air with your PD, but don't go on the air or social media and share an opposing view point in public. Stay in your lane.