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Linear Tv in the Non-Linear World

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Linear Tv in the Non-Linear World LINEAR TV IN THE NON-LINEAR WORLD The Value of Linear Scheduling Amidst the Proliferation of Non-Linear Platforms A Thesis Submitted to the Faculty of Drexel University by Carlo Angelo Mandala Hernandez in partial fulfillment of the requirements for the degree of Master of Science in Television Management March 2017 © Copyright 2017 Carlo Angelo Mandala Hernandez. All Rights Reserved. ii Acknowledgments I would like to acknowledge and express my appreciation for the individuals and groups who helped to make this thesis a possibility, and who encouraged me to get this done. To my thesis adviser Phil Salas and program director Albert Tedesco, thank you for your guidance and for all the good words. To all the participants in this thesis, Jeff Bader, Dan Harrison, Kelly Kahl, Andy Kubitz, and Dennis Goggin, thank you for sharing your knowledge and experience. Without you, this research study would lack substance or would not have materialized at all. I would also like to extend my appreciation to those who helped me to reach out to network executives and set up interview schedules: Nancy Robinson, Anthony Maglio, Omar Litton, Mary Clark, Tamara Sobel and Elle Berry Johnson. I would like to thank the following for their insights, comments and suggestions: Elizabeth Allan-Harrington, Preston Beckman, Yvette Buono, Eric Cardinal, Perry Casciato, Michelle DeVylder, Larry Epstein, Kevin Levy, Kimberly Luce, Jim McKairnes, Judith Orlowski, Mark Pedowitz, Allen Sabinson and Josie Witte. Thank you to the Drexel Newman Catholic Community especially to Elle Berry Johnson, Ashley Landicho, Christina Bowles, Jen Dabovich and Michael Gokie for the prayers and encouragement; to my co-workers at Drexel Student Centers for accommodating my requests to change work shifts and for (free) printing; to Kerri Rinaldi, Sohan Vaswani and Ronald Little of the Drexel Writing Center for assistance from research to proofreading; to Shannon Robinson of the Drexel Library for help with research; to Queenee Manaog and Zeke Coronacion of Heraldo Filipino for the help with my transcriptions; and to Robert Madak, my appreciation for your tireless encouragement and continuous reminder that I should finish my thesis—or else. Also, thanks to my classmates at Drexel Television Management Class of 2016 for the never-ending question “How’s your thesis?” You guys are the best! Special thanks to Pen-u-sa ‘Faii’ Ruangrak, Jingyu ‘Debbie’ Yan and Xiaojing ‘Jing/Amber’ Fang. With (Arianna) Grande Iced Caramel Macchiato, we all worked together on our theses at the Bookmark Café or at the Student Center’s Conference Room to encourage pressure each other to finish our papers. Cheers to you, ladies! Let’s go get that H1B visa. Of course, to my family–Ma, Tay, Cat, Ton—I wouldn’t have made it in America without your sacrifices and your unwavering support for me and my dreams. I wish I make you all proud. Higit sa lahat, maraming salamat sa Diyos sa lahat ng biyayang pinagkaloob Niya sa akin at sa aking pamilya. To God be the glory iii Table of Contents List of Tables ....................................................................................vii List of Figures .................................................................................viii Abstract.............................................................................................ix Chapter 1 Introduction .................................................................................1 Statement of the Problem ...........................................................4 Background and Need ................................................................6 Purpose of the Study ..................................................................10 Research Questions .....................................................................11 Significance to the Field .............................................................11 Definition of Terms .....................................................................12 Limitations ...................................................................................15 Ethical Considerations ................................................................16 Chapter 2 Literature Review .........................................................................17 iv Phase of Broadcast Oligopoly .................................................18 Programming .......................................................................20 Audience Measurement .....................................................22 Revenue ................................................................................23 Network-Affiliate Model ...................................................24 Scheduling ............................................................................25 Television Season .............................................................27 Launching Shows .............................................................28 Factors Considered in Scheduling .................................28 Program Strategy .............................................................30 Phase of Multi-Channel Competition ....................................32 Effects on Broadcast Networks .........................................36 Changes in the Network Industry ....................................39 Programming ....................................................................39 Audience Measurement ..................................................40 Regulations .......................................................................40 Network-Affiliate Model ................................................42 More Broadcast Networks ..............................................42 Viewing Disruptive Technologies ....................................44 Scheduling ............................................................................46 Cable Scheduling..............................................................47 Summer Programming ....................................................47 v Preventing Channel Switch ...............................................49 Phase of Channel and Platform Proliferation .......................49 Internet, Mobile Devices Penetration ...............................50 Rise of Over-The-Top Services ..........................................51 The New VCR: DVR ...........................................................54 Effects on Broadcast Networks .........................................55 Viewership .......................................................................55 Advertising .......................................................................57 Cord-Cutters, Cord-Nevers ............................................59 Changes in the Network Industry ....................................60 Audience Measurement .................................................60 New Distribution Systems ..............................................63 Summary ....................................................................................65 Chapter 3 Methods .........................................................................................67 Participants ................................................................................67 Measurement Instruments .......................................................69 Data Collection and Analysis ..................................................70 Chapter 4 Results ...........................................................................................73 vi Value of Network Scheduling ................................................73 Changes in Thought-Processes ...............................................76 Looking Internally .............................................................77 Owning the Program ..........................................................77 Using Data ............................................................................79 Competing with DVR .........................................................83 Changing Patience .............................................................82 Defining an Underperforming Show ...............................84 Winning the Time Period ..................................................85 Pushing for Marketing ......................................................86 Assessing Classic Scheduling Strategies ................................86 Audience Flow .....................................................................87 Lead-in ..................................................................................88 Counterprogramming, Blunting ......................................89 Reruns ...................................................................................90 Channel Surfing .................................................................90 Programming for Sweeps .................................................91 New Scheduling Strategies ......................................................92 In-Season Stacking ..............................................................92 Splitting Seasons, Year-Round Programming ................94 Programming ‘With Urgency’ ..........................................96 The Evolving Scheduling Job .................................................97 vii Conclusion .................................................................................98 Chapter 5 Discussion .....................................................................................99 Limitations ....................................................................................106 Recommendations
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