Network prime‐time programming strategies in the 1980s

This study examines trends in prime‐time network programming strategies, factoring in viewing share trends, competition from new video media, and the assumptions of inter‐network rivalry. A programmers’ dilemma theory was proposed and tested as the framework to predict and explain the programming strategies. Study findings generally confirmed the proposition that exogenous competition is prompting the networks to gradually alter their strategy, in order to optimize viewing shares and consolidate any potential risk. Substantive empirical support was also found for the theoretical assumptions advanced.