Audiovisual Programming Officer

The tasks and roles of the audiovisual programme officer

• Selecting programmes by choosing the works or programmes to be broadcast according to the editorial line, the target audience and the broadcasting rights available.
• Planning the schedule, i.e. distributing content over time (by day, by week, by season).
• Monitoring broadcasts to ensure that the schedule is adhered to, that the technical quality of the content is maintained and that the overall consistency of the schedule is maintained.
• Analysing audiences, studying programme performance and adjusting programming to better meet audience expectations.
• Partner relations: working with producers, distributors and advertising agencies to negotiate or acquire broadcasting rights.

As the channel’s true strategist, the Programming Manager organises and brings content to life to captivate the audience with each broadcast. They ensure that each programme finds its place in an attractive and appropriate schedule, capable of offering audiences a captivating experience that is faithful to the channel and maximises audience ratings.

The skills and qualities needed to become a Programming Manager

To carry out their duties successfully, programme managers must demonstrate :

A good knowledge of audiovisual culture and market trends

This skill helps the Programming Manager to better understand the different genres, formats and styles of content so that they can be selected with relevance. They must be able to anticipate audience expectations and maintain the channel’s competitive edge.

Knowledge of the legal constraints relating to broadcasting rights

A thorough understanding of this area means ensuring that all content is broadcast legally, in compliance with acquired licences, authorised exploitation periods and all contractual obligations.

Mastery of planning tools

Being at ease with certain tools and software is essential for organising the distribution of content quickly and efficiently and building a coherent schedule.

Certain qualities are also essential, such as :

• A good analytical mind to interpret audience data and adjust programming accordingly. The scheduler must be able to anticipate audience tastes in order to create an attractive schedule.
• Rigour in order to respect broadcasting constraints, content rights and strict schedules.
• Organisational skills, essential for coordinating teams, managing multiple programmes and ensuring a fluid, coherent schedule.

Which baccalaureate should I choose?

There are several possible routes to becoming an audiovisual programme manager. However, a baccalaureate adapted to the field of communication, culture or the audiovisual industry is highly recommended. The main baccalaureates to consider are

• A general baccalauréat specialising in the arts, ideal for acquiring a solid general culture, analytical skills and a better understanding of the media. A Bac specialising in Humanities, Literature and Philosophy (HLP) may also be a good option.
• A STI2D technology baccalaureate (specialising in ITEC – Technological Innovation and Eco-Conception) or STD2A (design and applied arts). These courses will appeal to students who are interested in the technical and creative aspects of the audiovisual industry. The STD2A bac is particularly interesting for combining visual culture with an understanding of media.
• A Bac professionnel (vocational baccalaureate) in audiovisual professions or a Bac professionnel (vocational baccalaureate) in audiovisual communication and production, offered by some specialist lycées. Both offer a more concrete and practical approach, based on the technical foundations and management of audiovisual projects.

Training and qualifications needed to become a programming manager

All of the baccalaureate degrees mentioned above need to be followed by higher education in audiovisual, communication, media or digital professions to acquire the skills specific to the job of programming manager. Students can go on to

• A BTS in audiovisual professions (production management option)
• An Information-Communication degree (organisational communication or book and audiovisual professions)
• A bachelor’s or master’s degree in audiovisual, communication or cultural management
• A school specialising in audiovisual or media. At a school specialising in audiovisual or media studies, the film course helps you to master the creation and analysis of content. It provides the essential foundations for working in audiovisual programming, production or broadcasting.

The tools and software used by programming managers

Audiovisual schedulers use a combination of tools:

• Technical tools to manage broadcasting
• Analytical tools to monitor performance
• Collaborative to coordinate teams

Here are the main types of tools used for :

Grid planning and management

To organise the broadcasting of programmes and build the schedule, the scheduler uses :

• Provys, What’s On, for planning and automating TV schedules
• Mediagenix (Whats’on) for monitoring rights, schedules and content
• OpenMedia, ScheduALL for coordination between production and broadcast.

Audiovisual content management

Tools such as Dalet Galaxy, Avid MediaCentral, Viz One and Adobe Experience Manager make it easy to classify, index and find video and audio files.

Audience and performance analysis

Certain tools are used to evaluate programme results and adjust the schedule. These include :

• Médiamétrie for measuring TV/radio audiences in France.
• Google Analytics, Chartbeat, Crowdtangle for digital platforms.
• Power BI for data visualisation and analysis.

Rights and contracts management

Tools such as Rightsline, EasyTrack and MediaRights enable you to monitor and comply with licences, distribution dates and legal obligations.

Office and communication tools

These are used to manage projects, meetings and reports. Examples include :

• Microsoft Office / Google Workspace for documents, tables and presentations.
• Trello, Asana, Slack, Microsoft Teams for project management and internal communication.

What does a Programming Manager earn?

Average salary for an entry-level programming manager

The salary of a production manager is around €2,400 gross per month on average for a beginner.

Average salary for an experienced programme manager

After 3 to 5 years’ experience, the salary can rise to €3,200 to €4,200 gross per month, depending on the size of the channel, the platform and the responsibilities.

The most experienced profiles or those working on national channels/large platforms generally exceed €4,200 gross per month.

It is important to note that the salary of an audiovisual scheduler varies according to the sector in which they work. For example, national channels or streaming platforms generally offer higher salaries than local channels, radio stations or small production companies. This is because they have larger budgets and offer more complex assignments. Similarly, certain sectors such as cultural or events broadcasting can offer more flexible salaries, often supplemented by bonuses or benefits depending on the project and experience.

Possible outlets and careers

Programming managers have opportunities in a wide range of audiovisual sectors. They work for both public and private television channels, as well as streaming and video-on-demand platforms, where they organise and plan content.

Their expertise is also sought by radio stations and content production and distribution companies, which recruit professionals capable of managing schedules and adapting programmes to audience expectations.

Sectors and companies recruiting

Programming managers are in demand in national and regional television channels, which have to manage daily schedules and high volumes of content. Streaming and video-on-demand platforms are also recruiting, particularly to organise their catalogues and analyse usage.

Radio stations, certain production and distribution companies, as well as web channels and digital media complete the market. These structures need professionals capable of assembling programmes, managing rights and ensuring a coherent editorial line across several media.