These names are actually the Resources of the "TV" ResourceType, in the First Look example they're set directly in XAML, but you could set them in code-behind without a problem. I would suggest that you take a look at the Resouces
topic for detailed information on how to work with Resources inside RadScheduleView.
It is up to you to decide how to retrieve the needed data for creating the Resources from the database - this is more of a general Silverlight question and I'd suggest that you check it at StackOverflow
or MSDN Forums
If you have any additional questions regarding RadScheduleView functionality, we will be glad to help.
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