The Fifth Channel: Programming Strategies of the Second-Tier Universal Broadcaster
Download paperPhD in Philology, Associate Professor at the Chair of Television and Radio Broadcasting, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia
e-mail: Y_Dolgova@newmail.ruGraduate of the Faculty of Psychology, Lomonosov Moscow State University, Moscow, Russia
e-mail: vasilisazykova@gmail.comSection: Television and Radio
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 in terms 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 multigenre 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.
References:Bagirov E. G. (1978) Ocherki teorii televideniya [Essays on the Theory of Television]. Moscow: Iskusstvo Publ. (In Russian)
Boretskiy R. A. (1967) Televizionnaya programma [Television Program]. Moscow. (In Russian)
Еastman S. T., Ferguson D. A. (2006) Media Programming: Strategies and Practices. 9th Edition. Australia: Thomson/Wadsworth.
Firsov B. M. (1971) Televidenie glazami sociologa [Television Through the Eyes of a Sociologist]. Moscow. (In Russian)
Kolomiets V. P. (ed.) (2001) Telereklamnyy biznes (informatsionno-analiticheskoe obespechenie) [Television Advertising Business (Information and Analytical Support)]. Moscow: International Institute of advertising Publ. (In Russian)
Kolomiets V. P. , Poluehtova I. A. (eds.) (2010) Rossiyskoe televidenie: industriya i biznes [Russian Television: Industry and Business]. Moscow: OOO «NIP-KTs Voskhod-A» Publ. (In Russian)
Kuznetsov G. V. (2000) Tak rabotayut zhurnalisty TV [TV Journalists Work This Way]. Moscow: Moscow St. Univ. Publ. (In Russian)
Tolokonnikova A. V. (2008) Osobennosti programmirovaniya «Pervogo kanala» [Specifics of the First Channel’s Programming]. Mediaskop 2. (In Russian)
Vartanova E. L. (2003) Mediaekonomika zarubezhnykh stran [Media Economics of Foreign Countries]. Moscow: Aspekt Press Publ. (In Russian)