This article focuses on the issue of TV competitive programming. It explores the programming stra... more This article focuses on the issue of TV competitive programming. It explores the programming strategy of the Fifth Channel, a mass-appeal channel lagging slightly behind Russian “Big Three” channels according to the indicators of share and rating. We investigate the formats which were selected for programming, as well as the application of some scheduling techniques such as “counterprogramming”, “blunting”, “blocking”, “flow strategies”, “seamlessness” in the key periods of the Fifth Channel’s history in the 21st century: the fall seasons of 2006 and 2010, the spring season of 2011 and the fall season of 2016. In conclusion, we can say that as a result of the evolution of its programming strategy the Fifth Channel has abandoned the concept of multi-genre and multi-theme programming and reduced the number of foreign products on the air. Today, the Fifth is generally programmed in a way different from its possible competitors. The broadcaster is positioning itself as a “trendsetter in detective fashion” but at the same time the schedule includes formats that are traditional for mass-appeal channels: morning entertainment programs, news and information analytics. Frequently, the programmer applies the techniques of “blocking” and “seamlessness” to achieve maximum audience retention.
This article focuses on the issue of TV competitive programming. It explores the programming stra... more This article focuses on the issue of TV competitive programming. It explores the programming strategy of the Fifth Channel, a mass-appeal channel lagging slightly behind Russian “Big Three” channels according to the indicators of share and rating. We investigate the formats which were selected for programming, as well as the application of some scheduling techniques such as “counterprogramming”, “blunting”, “blocking”, “flow strategies”, “seamlessness” in the key periods of the Fifth Channel’s history in the 21st century: the fall seasons of 2006 and 2010, the spring season of 2011 and the fall season of 2016. In conclusion, we can say that as a result of the evolution of its programming strategy the Fifth Channel has abandoned the concept of multi-genre and multi-theme programming and reduced the number of foreign products on the air. Today, the Fifth is generally programmed in a way different from its possible competitors. The broadcaster is positioning itself as a “trendsetter in detective fashion” but at the same time the schedule includes formats that are traditional for mass-appeal channels: morning entertainment programs, news and information analytics. Frequently, the programmer applies the techniques of “blocking” and “seamlessness” to achieve maximum audience retention.
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