Programming ... Hmm ... Not As Easy As It Looks

Programming is a combination of creativity, psychology, politics, left brain-right brain, business math, empathy, and the ability to BS when necessary. I just described a psychopath, and as alarming as it sounds, it's not far off the mark.

First On-Air ... Then PD

Being a good air personality is about repetition and making everything you say fresh as if it's your first time saying it. It's about verbally making an emotional connection with the listener every time on-air. Sitting in the programming chair puts PDs in charge of connecting all the dots and platforms for the emotional relationship with the audience. The repetition theme is a part of the art for air personalities and for programming.

Are You Ready ...

It has been my experience a person is ready to do something when they start thinking about it. If you've dreamed of programming, the first thing you need to do is to write down your programming philosophy ... covering every facet of what you believe is important. It should include music, promotions, sales, air staff, weekend programming, community relations, research, and an understanding of ratings methodology; diaries and PPM. If you need help, get on social media and make friends with an experienced programmer. You could ask your current PD, but it all depends on your relationship them. Once you've written your programming philosophy, be prepared to discuss it with mentors.

In A Nutshell ...

Programming is half content and half presentation; it requires understanding the target audience and delivering to their expectations. PDs try to deliver a compelling product, provide the right music, a morning show to lead the way, a complementary sound in other dayparts, guide the other platforms, provide imaging direction, assist promotions, and help with marketing. Competition for consumers is fierce. You are up against other stations and clusters, the Internet, music services, connected cars, online radio, social media, television, school, computer games, jobs, lifestyles, and a host of other things. PDs are in a 24-hour state of planning.

Regardless of Title ...

OM, PD, Brand Manager, or Director of Programming ... it all depends on the defined duties of the position by the employer. I know PDs who oversee every platform of their station. Many a time I used to hear, "He's always on the phone or his computer." I was, because, communication is a vital part of the process on a daily, weekly and monthly basis. 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 a flexible objective person versed in the art of reality and sleight of hand.

If You Really Want the Job ...

The list of programming responsibilities is endless. Yes, it's all about the music, but the PD gig is problem solving, compromising, adjusting, teaching and executing. It's the big picture versus the single lane of being an air talent; unless you become an on-air PD and that presents an even greater challenge.