cannot upload my program in new Atmega ic

I uploaded boot loader in new IC Atmega328. I uploading program via UART it's one time sketch upload done. I upload second time another sketch cannot upload in the same Atmega chip again i upload the boot loader and then i upload my program via UART is Uploading. whats the problem.....?

That indicates either you don't have the autoreset circuitry or that something is wrong with your autoreset circuit wiring. You should have RTS on your USB-serial adapter connected to the reset pin of your ATmega328 via a 0.1 uF capacitor.

@AutobotOptimus_prime, please do not cross-post. Other thread removed.