Equal Time in Prime Time? Scheduling Favoritism and Gender on the Broadcast Networks

This study examines the relationship between broadcast network scheduling practices and representation of women on screen and behind the scenes in the 7999-2000 prime-time season. Drawing on previous re- search of scheduling practices and organizational theory, the researchers posited and found that programs airing on the weblets (WB, UPN) employ greater percentages of women on screen and behind the scenes than the big three networks (ABC, CBS, NBC) or Fox. In addition, women working behind the scenes on the weblets correlated with higher representation of female characters when compared to the big three networks and Fox. Moreover, weblet programs featuring women on screen and behind the scenes enjoyed more favorable scheduling practices than those on the big three networks and Fox. The authors concluded that the weblets provide a more hospitable environment for women than the more established networks.