What does the term "Counterprogramming" refer to in broadcasting strategies?

Counterprogramming refers to the strategy of offering programs that differ from the competition, particularly when a rival broadcaster is airing a show that has a large audience. The goal of counterprogramming is to attract viewers who may not be interested in the popular show, thereby capturing an audience segment that would otherwise decline to tune in. By positioning alternative content against competitive programming, broadcasters can create an opportunity to draw in different demographics or cater to viewers looking for variety.

This strategy is particularly effective when trying to reach audiences that might have specific tastes or interests that are not aligned with the mainstream programming being offered by other networks. For example, if a major network airs a high-budget drama, a station might choose to air an independent film, reality show, or a documentary, providing viewers with a contrasting option that can maximize viewer engagement.