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.
The highlight program this season is a drama with a star-studded cast.
The station schedules its special-feature program on Friday nights.
目玉番組 spells out that the featured item is specifically a broadcast program, while 目玉 alone can loosely mean any centerpiece or 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.