Analysis of the Program Schedule of Radio Kathmandu 92.1 MHz and Yoho Television

This research examines the Sunday programming strategies of two prominent media platforms in Nepal—Radio Kathmandu and Yoho Television—to analyze how each structures its schedule to attract and retain target audiences. The study focuses on time-based programming, where content is scheduled according to the preferences of specific audience groups, such as morning family shows or evening entertainment. By comparing Radio Kathmandu’s emphasis on talk shows, news, and cultural segments with Yoho Television’s blend of entertainment and news, the study highlights key differences in their approaches to audience engagement. Using a descriptive research methodology, the study evaluates program types, time slots, frequency, and audience demographics through both primary (broadcast schedules) and secondary (reports, articles) data, while preserving the integrity of the original content. The findings reveal distinct scheduling patterns, with Radio Kathmandu prioritizing informative and cultural programming, while Yoho Television leans toward entertainment-driven content. This contrast underscores differing strategies for audience retention and revenue generation. Insights from this research can guide media planners in optimizing schedules to enhance viewer and listener engagement as well as advertising effectiveness in Nepal’s evolving broadcast landscape.