Definition & Meaning of "counterprogramming"

What is "counterprogramming"?

Counterprogramming is a strategy used in media and entertainment where a broadcaster or distributor schedules a competing program or release to attract viewers away from a major event or popular show. This approach aims to offer an alternative that might appeal to a different audience or provide a contrasting option. For example, a network might air a unique or niche program opposite a highly anticipated film premiere to draw viewers who prefer something different from the mainstream choice.