Transformation of the Program Strategy of a Niche Entertainment TV Channel under Conditions of a Competitive Media Environment (on the Example of STS and TNT)

Abstract

Under conditions of a competitive media environment, linear TV channels should pay special attention to broadcast planning. This article presents the results of a study that was an attempt to analyze the changes that have occurred since 2012 in the programming of niche entertainment channels STS and TNT. Created in the second half of the 1990s, both TV networks remain popular among the target audience today; it seemed relevant to find out how their programming strategies were transformed taking into account the increased competition, including the one from non-linear services. The study was based on the method of quantitative content analysis with further comparison of the results obtained. In the course of the work, the genre and thematic characteristics of broadcasters’ content were determined, the origin of telecasts was established, the quality of films and series was assessed, and the programming tactics used in the formation of broadcast grids were analyzed. The study found that the changed media environment had a significant impact on the broadcast planning of both TV channels: over the years, both TNT and STS have become more active in using programming techniques aimed at retaining the audience and ensuring its natural flow between time slots, as well as taking a more careful approach to selecting content for showing. Taking into account the audience ratings of STS and TNT, we can talk about the success of such an approach to broadcast planning, which becomes more effective in combination with the broadcaster’s active presence on the Internet.