How Do Stations Acquire Special Programs?
Stations can get exclusive broadcast rights to special programming either by paying a Cash License Fee or by Barter Syndication, which is the trading of commercial inventory for programming.
Cash License Fee:
Benefits For Sales Managers
Special Sales Opportunity
CASH: If you have a Cash License Fee contract, you can sell a sponsorship to a special advertiser.
The right Special Program can deliver the right audience to a specific advertiser and still reinforce your format.
Benefits For Program Directors
Use Special Programming to Reinforce Your Format
Your format alone is not enough in all schedule positions.
A Platform for Station Promotions
Special programs can be used as a platform for Station Promotions that generate publicity, listener buzz, audience participation and database registrations.
New Promos Every Week with Local Tags
Each week, special programs come with topical promos for the next show.
Promote Your Station on the Special Program
Run promos for your station’s regular weekday content during special programs.
A Strong Counter-Programming Tool
Sometimes you need to respond to something another station puts on.
Keep Your Talent Level High
You put your best on-air talent in your prime time hours.
Local Language Co-Production
Sometimes an international program is delivered in a local language.
Benefits for Radio Stations, Overall
Special programs are a permanent fixture in the radio business because they help stations increase audiences and do more business with advertisers.
Special Programs Increase Audiences
Special programs help stations get larger audiences, listener loyalty and word-of-mouth advertising.
Exclusivity and Quality are Positioning Tools.
Exclusive Broadcast Rights mean yours is the only station in your area that has the show.
Special Programs Work Magic with Schedules
Most shows are from 2-4 hours per week and are usually played on evenings and weekends.
Benefits for Stations