• by Paul Gough , June 2, 2003

Syndication is following double-digit increases in broadcast and cable TV upfronts this year. This year's syndicated upfront will come in with low double-digit price and volume increases and sales of about $2 billion, according to media reports.

SNTA President Gene DeWitt wouldn't comment about the financial aspects of the upfront. But he said that SNTA's member companies reported that they did very well. And like broadcast and cable, the upfront happened quickly. This year's syndicated upfront came right out of the broadcast and took three or four days compared to last year's two weeks.

DeWitt said the key this year was the "instant recognition" among buyers who couldn't meet their goals with broadcast TV that syndication was a surrogate for the networks. DeWitt said syndication's mix of proven off-network hits and original high-rated programming could substitute for areas of agencies' media plans that couldn't be satisfied.

Among the categories driving the increases were automotives, particularly foreign, along with packaged goods and pharmaceuticals. The needs of packaged-good manufacturers helped to move daytime programming because the networks no longer have enough ratings points to meet the goals of those companies, he said.

Also doing well were the off-network shows like That '70s Show and Will & Grace, originals like Oprah Winfrey and Dr. Phil, and the late-night relationship shows like Blind Date and Elimidate that do well in the younger demographics.

"When the dust settles, I think that people will be happy that syndication was there to help them fill their network ratings goals," said DeWitt.

Mark Walton, president of independent syndicator Onyx Media, credited SNTA with raising the bar about syndication with buyers. But he said it's a job that everyone involved has to do every day.

"We've got to continue to talk to buyers and tell them that syndication is an option, that you can buy national and local at the same time," Walton said. Onyx Media will syndicate two weekly series for the upcoming season along with a series of specials, aimed at the African American and Hispanic audiences.

He said that syndication could be looked at as a surrogate for broadcast TV, it's also a viable option for targeting ethnic audiences, men who watch sports, children and other demographics. "Then you look at syndication in its own light and it's not just a spillover but it stands on its own two feet," Walton said. He said that syndication has a greater breadth of programming options than in the broadcast arena, although syndication isn't heavy with reality. It's also available at a fraction of the cost of broadcast.