Counterprogramming

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Counterprogramming can refer to two similar activities in the media industry:

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In broadcast programming, counterprogramming is the practice of offering television programs to attract an audience from another television station airing a major event. It is also referred when programmers offer something different from the rival’s program as an alternative, to increase the audience size.

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The NBC Sunday Night Movie was a weekly film block which ran on NBC on Sunday nights from 9-11pm or 8:30pm until 11pm. This was NBC's counterprogramming to the CBS Sunday Movie.

In film distribution, counterprogramming is a studio's marketing strategy to distribute a film that appeals to audience demographics not targeted by another film or a non-film event. The United States film business is highly competitive and counterprogramming is a studio's way to maximize revenue.

[counterprogramming is] a strategy that may drift off of increased in-theater foot traffic, target a different demographic than is drawn to a new blockbuster picture, or simply address the too much product, too few weekends challenge"

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