Programming Planner (Content & Media Strategy)

🎯 Role Definition

As a Programming Planner, you are the strategic mastermind behind what our audience sees and when they see it. You will blend creative intuition with data-driven insights to craft compelling content schedules for our broadcast channels and video-on-demand (VOD) services. Your mission is to captivate our viewers, drive tune-in, and optimize our content library's performance. This pivotal role sits at the intersection of content acquisition, marketing, and data analysis, directly influencing audience satisfaction and business growth. You will be responsible for the end-to-end scheduling process, from long-range strategic planning to minute-by-minute log execution, ensuring our content narrative is cohesive, engaging, and commercially successful.

📈 Career Progression

Typical Career Path

Entry Point From:

Programming Coordinator
Media Assistant or Traffic Coordinator
Data Analyst (Media/Entertainment)

Advancement To:

Senior Programming Planner
Content Strategy Manager
Head of Programming / Director of Programming
Director of Content Scheduling

Lateral Moves:

Content Acquisitions Coordinator
Media Buyer / Media Planner
Audience Research Analyst

Core Responsibilities

Primary Functions

Develop and execute comprehensive, data-informed programming strategies for both linear broadcast channels and non-linear VOD platforms to drive viewership and engagement goals.
Create, manage, and meticulously maintain detailed daily, weekly, and monthly content schedules, ensuring 100% accuracy and alignment with strategic objectives.
Analyze audience viewership data, Nielsen ratings, and internal performance metrics to identify trends, evaluate content performance, and provide actionable recommendations for schedule optimization.
Collaborate closely with the Content Acquisitions team to provide data-driven feedback on content performance, informing future purchasing decisions and renewal strategies.
Plan and execute high-impact programming stunts, marathons, and themed events to generate buzz, attract new viewers, and increase time spent viewing.
Manage the complete lifecycle of content on our platforms, tracking asset availability, content rights, licensing windows, and playout restrictions to ensure full compliance.
Curate and merchandise VOD content, including creating compelling carousels, themed collections, and editorial features to enhance content discovery and user experience.
Monitor and analyze the programming strategies and schedules of key competitors to identify opportunities, threats, and emerging market trends.
Forecast schedule performance and project audience delivery for key demographics, providing vital information for the Ad Sales and Marketing teams.
Work directly with Broadcast Operations and Engineering teams to ensure the seamless delivery and technical quality of all scheduled programming and promotional material.
Maintain the master content inventory database, ensuring all metadata, rights information, and scheduling attributes are accurate and up-to-date.
Prepare and present regular, in-depth performance reports and post-mortem analyses on content and schedule performance to senior management and key stakeholders.
Optimize program schedules for commercial load and promotional placement, working with the Ad Sales Traffic team to maximize revenue potential.
Act as the primary point of contact and subject matter expert for all internal queries related to program scheduling, content availability, and performance.
Ensure all programming schedules adhere to regulatory body requirements (e.g., FCC, Ofcom) and standards and practices guidelines.
Partner with the Marketing and Social Media teams to ensure programming priorities are effectively communicated and promoted across all consumer-facing channels.
Utilize scheduling software and internal tools to build and publish program logs, EPG (Electronic Program Guide) data, and other critical scheduling outputs.
Conduct deep-dive analysis on specific content genres, franchises, or time periods to uncover granular insights that can inform micro-scheduling tactics.
Participate in long-range planning sessions to map out the content roadmap for the upcoming year, aligning programming with major holidays, cultural events, and tentpole releases.
Champion new and innovative scheduling approaches, testing hypotheses and using A/B testing methodologies on digital platforms to refine best practices for audience engagement.
Manage the scheduling of secondary and tertiary audio channels, closed captions, and descriptive video services to ensure accessibility and compliance.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis to uncover new audience behavior patterns and content affinities.
Contribute to the organization's long-term content strategy and platform roadmap discussions.
Collaborate with marketing and promotions teams to translate programming priorities into compelling consumer-facing campaigns.
Participate in cross-functional team meetings and agile ceremonies within the broader content and data teams to ensure alignment and efficient workflows.

Required Skills & Competencies

Hard Skills (Technical)

Broadcast Scheduling Software: High proficiency with broadcast management or content scheduling software (e.g., What's ON, Sintec OnAir, IBMS, MediaGeniX, Provys).
Data Analysis & Visualization: Advanced skills in Microsoft Excel (Pivot Tables, VLOOKUPs, Macros) and significant experience with data visualization tools like Tableau or Power BI.
VOD CMS Expertise: Strong understanding of Video-on-Demand Content Management Systems (CMS) and the technical workflows for asset delivery, metadata ingestion, and publishing.
Audience Analytics: In-depth knowledge of audience measurement metrics, including Nielsen ratings (L+SD, L+3, L+7), streaming analytics (starts, streams, completion rates), and digital engagement KPIs.
Rights Management: Solid familiarity with content rights management principles, including licensing windows, territory restrictions, run counts, and SVOD/AVOD/TVOD models.
Web & App Analytics: Experience with Google Analytics or similar platforms to track user behavior, content discovery paths, and audience funnels on digital properties.
Database Management: Basic understanding of database principles for managing content inventories and metadata.

Soft Skills

Attention to Detail: Exceptional precision and organizational skills, with the ability to manage complex schedules and vast amounts of information without error.
Strategic & Analytical Mindset: A proven ability to translate raw data and complex information into compelling narratives and actionable programming strategies.
Communication & Presentation: Excellent verbal and written communication skills, with the ability to articulate strategies and present data-driven insights clearly to stakeholders at all levels.
Cross-Functional Collaboration: A natural collaborator who thrives in a fast-paced, team-oriented environment, building strong relationships with marketing, operations, finance, and creative teams.
Problem-Solving & Adaptability: Proactive and resourceful problem-solver, capable of quickly addressing scheduling conflicts, technical issues, or sudden changes in content availability.
Passion for Media: A genuine passion for television, film, and digital media, coupled with a deep curiosity about audience behavior and a keen eye for current market trends.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree or equivalent practical experience in a relevant field.

Preferred Education:

Master's Degree in a related field is a plus.

Relevant Fields of Study:

Communications / Media Studies
Film & Television
Business Analytics / Data Science
Marketing

Experience Requirements

Typical Experience Range:

3-5 years of direct experience in media programming, content scheduling, or a related data analysis role within the entertainment or broadcast industry.

Preferred:

Direct experience in both linear (broadcast/cable) and non-linear/VOD (streaming) programming environments is highly desirable. Experience working for a major broadcast network, cable channel, or major streaming service is a significant advantage.