The Secret Success of Syndication

摘要

Viewers of syndicated television can see four of comedy's biggest hits—The Simpsons, Seinfeld, Friends and Everybody Loves Raymond—ev- ery night of the week, at least once. It is home to TV's biggest star, Oprah Winfrey. Episodes of Law & Order will rerun forever. And Wheel of Fortune has been around since some ad buyers were in diapers. Still, syndication doesn't get much buzz in the marketplace—a situation the Syndicated Network Television Association hopes to remedy when it makes its pitches to ad buyers and planners at SNTA Day in New York March 10 at the Grand Hyatt. (SNTA takes the show to Chicago on March 21 and to Los Angeles on March 24). B&C's Joe Mandese recently sat down with six of syndication's top sales executives to discuss the trends shaping the biz. Each represents a SNTA member studio or distributor: Michael Auerbach, SVP, Eastern, King World Media Sales; David Barrington, SVP/general sales manager, Twentieth Television; Marc Hirsch, president, Para mount Advertiser Services; Chris Kager, EVP, ad sales, NBC Universal Television Distribution; Clark More-house, SVP, advertiser sales, Tribune Entertainment Co.; and Michael Teicher, EVP, media sales, Warner Bros. Domestic Television Distribution.