Scheduling refers to the decisions made by television channels as to when programmes should be shown - in regards to the time of the day - to target and appeal to the correct audience. It consists of analysing the ratings and demographics of a particular show in order to deem an appropriate time for it to be broadcast. An example of scheduling is the 9pm water-shed which is the time after which programmes that are regarded as unsuitable for children are broadcast on television, arguably because it is presumed that most children will not be watching television post-9pm.

Likewise, an additional purpose of scheduling is to assist advertisers in choosing the most relevant position for their advertisements. It could be argued that scheduling is becoming irrelevant due to the increased popularity of on-demand television which shows consumers watching programmes at times most suitable for them, rather than when they are scheduled.

Schedulers make a number of important decisions to ensure that programmes reach their optimal audience, often airing trailers and teasers for shows later in the day or week in order to create anticipation.

Likewise, defensive is used to deliberately schedule a different type of show to competing channels as not to lose viewers. For example, Strictly Come Dancing on the BBC and The X Factor on ITV have famously been rivals and often lost views to each other and so it was important for schedulers to alter the time they were scheduled to allow their audiences to reach their full potential. For example, a channel may decide to schedule a program of minority appeal at this time.

Pre-echoing is also used, which refers to putting a new or less popular show on before a popular one in order to catch the attention of viewers who might tune in early.

Similarly, hammocking consists of putting a new or less popular show on between two popular shows so that viewers do not bother to turn off or over to watch the new show.

Inheritance references putting a new or less popular show on after a popular show in the hope that viewers will remain transfixed by their TV set.

Hotswitching goes straight from the end of one show into the beginning of another, without giving the viewer the opportunity to change the channel.

Zoning is where programs of a similar genre are broadcasted one after the other on a particular channel with the hope that attention of fan's of that genre will be retained. This is often used with comedy programmes. For example, on a morning on Channel 4, episodes of "Everybody Loves Raymond" and "Frasier" are shown back to back.

Stripping refers to airing episodes of the same show at the same time each day which means that viewers become accustomed to what time the show is aired, not having to look at a TV guide. Commonly, this practice is used with the news (for example, 6 o'clock news) and talk shows as well as syndicated drama and comedy shows. All of these methods hope to retain their audience's attentions and optimise viewing figures, attracting new consumers.