Syndication

How Syndication Works

Simply put, in broadcasting, syndication is a way for the creators of a TV show to turn that show into an asset, rather than a sort of a one shot deal. By selling the rights to broadcast the show to any number of networks, the owners of the show are allowed to retain the copyright while still earning revenue off of it and having the show broadcast on, sometimes, several networks.

Syndication is only really common in countries like the US, where, instead of one major centralized network which controls the television content throughout the country, there are several networks throughout the country, each with its own programming.

It should be noted that the networks do not have to pay any royalty fees per broadcast of each episode. By buying the right to broadcast a show, they buy the right to broadcast that show outright. This means that any music that appears on the show which is owned by a third party is allowed to remain in the show, as part of the package of rights that the show actually required in order to broadcast the song in the first place (ie, the right to play a given song in the context of this show).

There are actually a few different types of syndication. These are first run syndication, off network syndication, and public broadcasting syndication.

First-Run Syndication

First run syndication refers to programming which is debuted as a syndicated show, as opposed to being debuted as the sole property of one particular network, or at least, were offered to several networks for debut (even if only one wound up answering the call). Many networks are actually reluctant to pick up first-run syndication shows, as there is competition in the fact that more than one network is carrying the show, so viewers are more likely to watch it whenever convenient, rather than to make time to watch their favourite show on the one network over the other.

Off-Network Syndication

Off network syndication refers to the sale of a show which was first broadcast on network television. This is what we call a rerun.

Public-Broadcasting Syndication

Public Broadcasting Syndication is something that has arisen in the United States a sort of parallel service to stations within the PBS program, and a small number of independent public TV stations.

Benefits

The benefits of putting a show into syndication should be obvious. By selling to multiple networks, a producer or copyright holder is free to retain the rights to the actual show itself, while only selling off the right to broadcast, and to make a lot more money than if he or she had chosen to only sell to one, exclusive buyer.

Another, perhaps less obvious benefit, is that shows which were kind of overlooked on their first run are given new life when they go into syndication. For example, when it first aired, “Futurama” was not really a huge smash hit. It generated a small cult following, but Fox cancelled the show before long.

However, in syndication, “Futurama” is phenomenally popular. “Futurama” currently airs on Cartoon Network and indeed many networks owned by Fox. Not only that, but Fox has actually responded to the outpouring of support for the show in syndication by helping to finance a number of direct-to-DVD movies which are all based on the show.

This also happened to “Family Guy”, which was cancelled out of the blue when viewer-ship started to sag. After going through the same channels as “Futurama”; doing very well in syndication, selling a lot of DVDs of the show, and being a cult favourite, Fox eventually conceded that cancelling the show had been a mistake, and today, we actually have “Family Guy” back on the air, and backed by Fox.

You may be wondering why it keeps coming back to Fox in this article…

Well according to some fans, Fox has made some bad decisions by cancelling shows rather than trying to find the right audience, and that’s really where the strength of syndication lies: in giving a TV show a long enough lifespan to find its audience.

But really, the list goes on. Another popular show that was put into syndication, where it really found its niche, would be “Mystery Science Theater 3000”. Syndication is really helpful for offbeat shows, allowing them time and freedom to find just the right viewers.