Just WHO Is Watching Your Show?

Would you buy 30 seconds of expensive commercial time during "60 Minutes" to sell your new hip-hop CD?  Not unless you have created the world's first hip-hop tracks aimed at 60-somethings, because that's a large segment of that show's viewership.

Advertising execs actually are not "mad" men (and women).  They are shrewd, know their product, who it is made for, and they market it accordingly. 

In the scholastic broadcasting world, there are some basic things to consider when designing your show with your students. 

1.  Who is watching?  Teens?  Teachers?  Administrators?  Parents?  I am going to assume all of the above see your programming, at least now and then.  That does not mean you aim at ALL of them.  You can't.  Teens care about things that parents aren't even aware of.  Administrators look at student broadcasts through an entirely different lens than teachers.  The "who is watching" question is crucial.   

2.  Why are they watching?  News?  Sports?  Features?  Once you know who is checking your show out regularly, you can do some sort of survey or follow-up and find out why they tune in.  It can be as simple as having a few classes answer a few questions after they watch, or monitoring social media to see which segments generate some "buzz."  Better yet, use social media to fish for answers.  Teens know how.  It may not be scientific, but it's better than just guessing which stories are connecting. 

3.  Take everything into consideration, and then focus your efforts to be just one thing.  Be a hard-hitting, issues-oriented newsmagazine.  Or a show that covers your campus like a blanket, just for your student body.  Or create a program designed to inform your entire city or community about your school.  Be something, but just be one thing.  If you want to do more, create and brand a separate program for say, skits, student talent, or weekly interviews with coaches and athletes.  

Don't try to do too much, and don't try to be all things to all viewers, whoever you decide they are.