Broadcast Programme Process
The components of the broadcast programming are classified into four headings, namely: planning,
production, placement and promotion which could be termed the 4Ps of programming. These
stages/phases will be treated as follows:
1) PLANNING: Planning, according to Onabajo (2002:19) is an attempt to force future
situation and plan towards it. It refers to how programmes are generated and transmitted
on air waves. A broadcast station cannot plan without first putting the audience, the
marketing potential, advertisers and sponsorship into consideration. According to Onabajo
(2002), programme planning involves several steps and these include:
Concept: According to him Onabajo is when idea comes up to produce any
programme. The idea is nurture and developed; thereafter the programme
objectives are set bearing in mind the type of audience the programme is made for
and how it will benefit them as a member of the public.
Programme funding: This usually involves the management. This is because once
a programme is developed, the management is informed which will then provide
fund for the hire of equipment and production expenses.
Scripting: This is the stage when the storyline is actualized into shooting script,
director’s or producer’s script as well as for the artistes.
Cast: This includes those who will take part in the production. Their function is to
interpret the script meaningfully into action or voice that will be recorded for either
live or recorded programmes.
Production: This involves the technical crew, cast, director, and the producer.
They all must play their part in the production so as to achieve the set objective
2) PRODUCTION: Operation or production in broadcast involves the way programmes are
produced and projected to the audience in a favourable manner in the overall public interest
(Onabajo, 2002:21). There are a variety of programme that makes air on a daily basis on
television. Some make it to prime time, some are a product of syndication and some died
even after the first episode. The reason programmes succeed or fail lie in the production
process. These processes are pre-production, product and post-production.
The Pre-production Stage: The pre-production stage is generally the
conceptualization stage - a stage where everything that will ensure a successful
production is identified and put in place. This stage according to Burrow and
Woods (1978:261) is further divided in five areas, namely: script familiarization,
facilities and equipment, cast and crew, production requirements and script
preparation. These is where all these activities outlined and planned at the planning
stages are implemented and made actionable.
The Production Stage: The production stage actually meant you are ready to start
rolling the tapes. The script guides both the cast and crew with the strong
monitoring from the director. Production could be shot in the studio and it may be
a remote area production. When it is an outside location, the site selected must be
in consonance with what the script says. But beyond that, it means also making sure
that all the equipment needed is available.
The Post Production Stage: Post-production or the evaluation stage includes
ensuring that the recorded programme falls within the allotted time adding inserts
arranging the visuals in a proper sequence, credits at both the beginning and at the
end of the programme as well as taking stock of the budget. According to Kristain
(2014), the post production level can occur after production or simultaneously
during production, depending on the planned approach for workflow.
3) PLACEMENT: In scheduling programmes, the director of programmes must along with
is supporting staff make the decision on how to arrange programmes in such a way that
each will have available audience and potential sponsors. In arranging programmes, the
unit must ask the following question as well as provide answers to the:
i. Which programme should be placed first and why?
ii. Which programme should come next and why?
iii. Which programme should come after and why?
iv. What time of the day should the programme be aired and why?
v. Who are the audience of the programme and when are they likely to be around?
An honest answer to these question will help the programmed department take the
decision on which programmes comes first, which should come in the middle and
which should come last for every programme throughout the day and the days of the
week. Again, knowing which audience view or listen to what will aid the smooth
placement of programmes however knowing the demographics of the audience will
assist the department of the time scheduling.
4) PROMOTION: When a new programme is produced broadcast stations employ various
means to create awareness for the programme. The idea is to continually promote the
programme before it start showing and even the programme start showing. The idea is to
sell the programme to the target audience and possible sponsor(s). Brookins (2014)
maintains that promotion allows businesses (by extension broadcast media) to reach out to
consumers (audience) using various forms of techniques and strategies to capture their
attention. This explains why Ward (2014) holds the view that it is important to let people
know about a product because it helps to increase acceptance in a competitive market.
