The objective of this qualitative research is to study the subscription television’s structure, the operating system and the strategies of program management, in case of international Broadcasting Corporation Limited (IBC). Method of data collection are as follows : working as IBC programming staff, informal interview, observation with and without participation and re review of newspaper articles, cable programming and corporate’s annual reports. The result shows that IBC manage their programs by its subsidiary, IBC Symphony Limited. The structure of management is divided into 5 departments including News and Sports. Entertainment, Program Acquisition, Production, Finance & Administration. The operating system are set up according to job characteristics as departments and divisions within organization. Annual planning of program management is done by brainstorming, coordinating and controlling according to the line of command. Budgeting is estimated actual expense and recruiting staff is accomplished by corporate policy. The result indicates that all 8 channels of IBC manage their programs by using program acquisition and program scheduling strategies. The Strategies of acquisition are extensive new coverage, centralize continental news, differentiate competitor programming, car to new generation, new popular programming, latest programming, worldwide programs appropriate for Thais, differentiate program between IBC’s channel, world-class award presentation, the best sports channel, varying sports programs, foreign sports, famous movies. Urgent supply for new channel, cost effective programming, a variety of cartoons, world-class documentary. Program scheduling strategies are live programs, prime time scheduling, weekend variety, premiere at prime time, create convenience to view, stacking, late night minority programming, the same type in different time for each IBC channel, stripping, counter programming, classify the type according to audience’s mood, seasonal sports programming, balance program content, theming, set program to different target, flexible programming to accommodate change, test audience market, assimilate scheduling US cartoon programming.
