noun
special-feature program; highlight program
Refers to a TV or radio program that is a station's or network's main attraction, often scheduled in a prime slot to draw viewers.
今クールの目玉番組は、豪華キャストのドラマだ。
The highlight program this season is a drama with a star-studded cast.
その局は金曜夜に目玉番組を編成している。
The station schedules its special-feature program on Friday nights.
看板番組 is a long-running signature program that represents a station or personality, while 目玉番組 is a special attraction, often a one-off or seasonal highlight.
Compound of 目玉 (eyeball, metaphorically 'main attraction') and 番組 (program). The exact historical derivation is uncertain, but the term follows a common pattern of using 目玉 to indicate something prominent.