Overseeing content creation, curation, and scheduling.  Working with management to create a profitable business; the disc jockeys and music directors, who want to fulfill their own creative and professional objectives; and the listeners, who may have their own completely distinct relationships with, and expectations of, the station. Program directors have to consider ratings and viewership, work to cultivate a consistent audience, and pursue their own vision of the station's values, aesthetic, politics, or brand all while attempting to create a finished product that appears harmonious.