Application
This unit describes the skills and knowledge required to create program schedules for television and radio broadcasters in commercial, public or community radio or television.
It applies to individuals who use knowledge of program inventories and audience demographics, flows and behavior, to plan, implement and monitor program schedules.
In this role the programmer or scheduler liaises closely with program buyers and suppliers, and generally reports to senior station managers, including program directors.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Assess market requirements | 1.1 Analyse audience research and statistics to assess current performance of station’s program schedule 1.2 Identify target audience requirements, markets and demographic parameters as basis for program scheduling 1.3 Liaise with relevant personnel to determine direction and nature of programs required to meet broadcaster’s policies and objectives 1.4 Document appropriate market research and consumer patterns in viewing or listening, as required |
2. Assess current program schedule | 2.1 Analyse current program inventory and types, and suggest additions or variations to more effectively meet broadcaster’s policies and objectives 2.2 Evaluate performance indicators of current scheduling to determine strategies to increase or consolidate audience shares 2.3 Review market segments already catered for in the current schedule and identify market segments that may require additional or new programming 2.4 Assess program schedule for revenue performance and return on investment where applicable, according to station policies and objectives 2.5 Evaluate potential for scheduling programs across a range of distribution and transmission channels |
3. Plan program schedules | 3.1 Devise a range of scheduling options that meet audience and station need to achieve desired audience shares, in line with station requirements, policies and codes of practice 3.2 Make program scheduling decisions based on audience appeal, interest and variety to maximise audience flows and audience demographic targets 3.3 Develop program schedule, using industry-standard scheduling software and assigning appropriate weighting to programs, to achieve required impact and response 3.4 Obtain sign-off on proposed schedule, as required for implementation |
4. Implement and monitor program schedules | 4.1 Oversee implementation of agreed schedule in line with organisational procedures and commercial time constraints 4.2 Monitor, evaluate and assess program schedule on a continuing basis to ensure it continues to meet audience targets 4.3 Modify program schedule as required in consultation with relevant personnel |
Evidence of Performance
Evidence of the ability to:
analyse market research data and current program schedules, and assess implications for program schedule development
compile written and verbal reports, with particular emphasis on audience and program analysis and conclusions drawn
consult with key production and management staff, delivering clear briefings and presentations on scheduling issues, eliciting their views on the direction and nature of required programs, and collaborating on scheduling outcomes
draw on research and consultation, and develop program schedules that meet the needs of the television or radio station
implement agreed program schedules and monitor their performance.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Evidence of Knowledge
To complete the unit requirements safely and effectively, the individual must:
explain roles of different people involved in developing program schedules and how they interrelate
describe methodology used to identify and analyse audience markets and their characteristics
explain how ratings impact the development of program schedules
outline the impact of technological developments in relation to distribution of program content
discuss different ways of structuring program schedules
explain how program classifications and content standards are reflected in program scheduling.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in creative arts industry environments. The assessment environment must include access to:
relevant program inventories or ratings and market research
audience profiles as targets for program schedules
broadcast organisation’s policies and objectives
scheduling software.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational educational and training legislation, frameworks and/or standards.
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.1-1.3, 2.2, 3.1 | Interprets information in a variety of forms regarding at times complex or abstract market research data and findings, and uses knowledge gained to identify patterns and trends and assess implications for programming requirements |
Writing | 1.4, 3.1, 4.3 | Develops and modifies workplace documentation for a specific audience and purpose using clear, specific and industry-related language to convey explicit requirements and ideas |
Oral Communication | 1.3, 4.3 | Uses listening and questioning skills to discuss objectives of the program with key others and elicit their views and opinions Participates in a verbal exchange of ideas regarding conceptual and technical aspects of programming, using appropriate, industry-specific and clear language |
Numeracy | 2.4 | Performs calculations when comparing revenue with cost of program production Uses mathematical formulas to forecast investment returns |
Navigate the world of work | 1.3, 3.1, 3.4 | Meets expectations associated with own role in compliance with the organisation protocols, objectives, policies and codes |
Interact with others | 1.3, 4.3 | Selects and uses appropriate communication methods and practices to engage in discussions, provide information and seek approval |
Get the work done | 2.1-2.3, 2.5, 3.1-3.3, 4.1, 4.2 | Plans, implements and monitors relatively complex routine tasks with an awareness of how they contribute to organisational performance goals Analyses research information to develop program schedule proposals Uses systematic analytical processes to assess scheduling decisions and identifies strategies to increase audience engagement and broadcast opportunities Determines an appropriate mix and sequencing for programs when developing schedules Conducts regular analysis of program schedules to ensure commercial objectives and organisational requirements are achieved Identifies process improvements by evaluating different methodologies |
Sectors
Media and Entertainment Production – Production Planning and Management