Nova is Moving to Wednesday

As I’ve said several times in the past, schedule changes are never easy. When it effects one of our signature series I get a little nervous. But if you think about it, we’re just going with the flow this TV season. We all know it’s mid-season replacement time and the networks are shuffling the program decks. This year PBS is joining the crowd, with our own shuffling on Tuesday and Wednesday nights.

Nova airing Wednesday nights at 9pm on WOSU TV.

The big change, NOVA moves, to 9:00pm Wednesday nights beginning January 19. I guess the question of why move NOVA, begs an answer. So here’s the breakdown from the folks at NOVA.
Last year, NOVA conducted in-depth research that revealed opportunities to expand its audiences through: 1) editorial/stylistic adjustments, 2) topic selection, and 3) scheduling.” In the Fall of 2009 NOVA implemented suggestions #1 and #2 to great success. Bet you didn’t even notice, but I did. We saw an increase in our NOVA audience during that time period over all key demographics. That means the 20 and 30 year old audience was actually tuning in to watch PBS, well at least NOVA on PBS.

So it was time to take a look at suggestion #3, scheduling. “New Nielsen data suggested that moving NOVA to Wednesday at 9pm offered opportunities to maximize potential audiences and also pair the series with compatible 8pm programming such as NOVA SCIENCENOW, which also starts on January 19, and SECRETS OF THE DEAD.” The data pointed to the greater availability, on Wednesdays at 9pm, to attract a broader audience and still keep the key NOVA demographics. There you go, the story of the NOVA move. Not really as complicated as throwing a dart and seeing if it sticks but we do hope it sticks.

If you do happen to tune in Tuesday to catch NOVA, you won’t be too disappointed. We’ll be premiering our second installment of the PIONEERS OF TELEVISION series. Change, I guess in the long run it’s never appealing at first but then you get use to it.

Stacia H.

Comments