Elevating FAST programming using traditional broadcast best practices

Broadcasting television channels has been a cornerstone of media for nearly a century. And while technology, networks, genres, and the number of channels have evolved, the fundamental principles of keeping audiences engaged have remained.

The emergence of Free Ad-supported Streaming TV (FAST) in recent years has significantly transformed how viewers consume linear television. FAST, once a standalone service, is now delivering value-added benefits to broadcasters, Telcos, Subscription Video On-demand (SVOD) services, and O&O apps. As more viewers turn to FAST for diverse, free content and more premium brands join the FAST bandwagon, the role of channel programmers becomes even more important. FAST is evolving as an option to replace traditional cable TV programming with premium, regular, and live content. But with 1,943 unique FAST channels in the U.S. alone, how can you ensure your FAST programming stands out?

One effective approach is to draw inspiration from traditional broadcast best practices.

1. Understanding your audience preferences

As the number of channels on FAST platforms continues to grow and viewers are exposed to new genres and programs, it becomes crucial for channel programmers to understand their audience. Selecting the right content from their catalog and scheduling it at the optimal times is essential to effectively meet viewers' needs and preferences.

Entertainment and information balance: Audiences primarily seek both entertainment and information. Successful programming requires balancing these elements to meet audience demands. Additionally, live and newer programming is increasingly taking center stage, further capturing viewers' attention and engagement.

Demographic preferences: Program choices should cater to demographic preferences, focusing on specific groups such as women aged 18-34, men aged 18-49, and other targeted audiences. These preferences should be considered based on the time of day and the type of content being offered.

Read more: How FAST channels complement on-demand strategy

2. Tailoring traditional programming strategies for FAST

Here are some of the proven and widely used broadcast programming strategies that can be adapted for FAST channel requirements:

Structured programming schedules: One of the cornerstones of traditional broadcast programming is the structured schedule, where viewers know when to tune in for their favorite shows, creating reliable viewing habits. 

While most FAST platforms allow flexible scheduling, implementing a consistent schedule for your FAST channels with regular time slots for popular content or similarly themed programs can build viewer loyalty. You can maximize engagement and retention by utilizing analytics to determine peak viewing times and strategically place your top shows in these slots.

Strip programming: This strategy, commonly used in network programming, involves scheduling syndicated series at the same time, every day, Monday-Friday. This approach requires a significant number of episodes to avoid frequent repeats.

If you have the advantage of a comprehensive catalog, especially of episodic content, you can implement a similar strategy when scheduling your channels. This consistency helps build a loyal audience by creating predictable viewing habits.

Audience flow: Programmers aim to retain viewers by scheduling shows in a sequence that encourages continuous viewing from one program to the next. This strategy helps maintain audience engagement and increases the likelihood of viewers staying tuned for extended periods.

Many FAST channels follow this strategy, particularly if they are single IP channels or if their catalog includes evergreen episodic content. A variant of this strategy is known as the blocking strategy, where programmers schedule similar themed programs to retain viewers.

Hammocking: This strategy involves placing a new or weaker show between two strong programs to boost its chances of gaining viewership. By leveraging the audience from the established shows, the new or weaker program can attract more viewers and improve its performance.

This technique is useful when testing the waters to select the right programs for your FAST channel. With the help of viewership analytics, you can gauge its potential and audience reception more effectively.

Audience segmentation and targeting: Traditional broadcasters have long utilized audience segmentation to tailor content to specific demographics, ensuring that programming resonates with viewers.

Though People Meters and DMA-based ratings are not available for FAST, the analytics and data provided by products such as Amagi ANALYTICS offer tremendous insights into the audience's preferences and behaviors. Use this data to create targeted programming blocks.

Leveraging archives: Classic shows and reruns have long been a staple of traditional broadcasting, providing nostalgic value and filling programming gaps.

FAST has traditionally followed this strategy, where you can utilize your content archives and evergreen syndicated programs to re-air popular shows or episodes. This maximizes your content library while also catering to viewers looking for nostalgic or missed content. Highlight these reruns in your schedule to attract both new and returning viewers.

WATCH: View our full webinar series, Amagi AIRTIME here

3. Building robust promotional strategies

Traditional broadcasters excel in promoting upcoming shows through various channels, including on-air promos, social media, and press releases. Effective ad placement and management are key in traditional broadcasting.

Adopt a strategic approach to ad placement within your FAST programming. Use mid-roll and post-roll ads to maintain viewer engagement. Ensure that ads are relevant to your audience to enhance their viewing experience rather than detract from it.

Be creative with your programming elements. Use ad breaks strategically to maintain viewer interest without causing disruption. Enhance your channel with engaging graphics and interstitial content like fillers and promos to keep viewers entertained between shows. Incorporate live content and regular programming to add variety and maintain a dynamic viewing experience.

LEARN MORE: Effective advertising on FAST

4. Fine-tuning with analytics

The technology powering the FAST ecosystem provides granular access to data related to viewership, monetization, and general operational metrics. This enables channel programmers and operations teams to gain deep insights into viewership behavior. Unlike traditional statistical measurement approaches in the broadcast world, FAST allows for dynamic and detailed analysis. By creatively using these insights, continuously experimenting with various programming strategies, and measuring both viewership and ad metrics, FAST channels can optimize monetization and enhance audience engagement.

Traditional broadcast programming provides valuable insights for programming FAST channels. By adopting these proven techniques, coupled with a deep understanding of your audience, delivering quality content, and continually adapting to their needs, you can ensure the success and growth of your FAST channels.

Want to learn more?

• Read our latest FAST Industry Report
• Receive your personalized FAST assessment and talk to our experts at Amagi Consulting Services
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