Disclosed is a PWM controller with programmable switching frequency for PSR/SSR flyback converter so as to maximize the performance-to-cost ratio by tailor-making the switching frequency as a non-decreasing function of the output load and the maximum switching frequency as a non-increasing function of the input voltage, leading to a plurality of programmable voltage-dependent frequency-load curves, making possible the downsizing of flyback transformer while facilitating the simultaneous compliance with DoE and CoC efficiency requirements.