Audience-orientated channel branding and program promotion strategies have emerged as viable means of establishing a stable community of loyal listeners and viewers and defending a broadcaster's market share in a converging media environment.  However, the key factor still is the right selection of what’s on air, when, and for which audience. In fact, defining the program output is the ultimate strategic process for any channel and sets the scene for other processes, such as trailer planning (promotion management), production management, airtime sales, and content acquisition. The specific challenge is to select the output alternative with the highest success either in profit or market share with the budget and resources available. The program schedule needs to be adapted frequently, e.g. in order to respond to unexpected events and when programs do not show the desired success. With many of these program changes happening throughout the year, it becomes difficult to keep overall program costs within the boundaries of the originally planned budget. Effective change management requires transparency about the current actual and planned situation in budget consumption and resource availability at all times. SAP‘s ERP solution for broadcasters combines data from program planning, production, content acquisition and sales and provides an accurate view of the current business situation and effectively supports decision making in programming.