9.2 Evaluating and Selecting Syndicated Content

Syndicated programming is a crucial aspect of TV station management. Evaluating options involves considering target audience, compatibility with existing shows, scheduling, budget, and market demand. These factors help stations make informed decisions about which syndicated content to acquire.

Researching and selecting syndicated shows requires attending industry events, analyzing content, evaluating audience alignment, and considering financial aspects. Ratings impact, demographic alignment, and market trends also play key roles in determining the potential success of syndicated programming for a station.

Evaluating Syndicated Programming Options

Factors in syndication evaluation

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• Target audience demographics involve assessing the age, gender, income, and education level of the desired audience to ensure the syndicated content aligns with their preferences and interests
• Compatibility with existing programming requires evaluating whether the syndicated show complements the current program lineup in terms of tone, genre, and style
• Time slot and scheduling considerations involve determining the optimal time slot for the syndicated program to maximize viewership while evaluating the potential impact on lead-in and lead-out programs
• Budget and cost considerations entail assessing the financial viability of acquiring the syndicated content and comparing the cost of the syndicated show to its potential revenue generation
• Market demand and competition involve analyzing the popularity and demand for the specific type of content in the local market and evaluating the presence of similar programs on competing stations

Researching and Selecting Syndicated Shows

Research for syndication selection

• Identifying potential syndicated programs by attending industry trade shows (NATPE, MIPCOM) and screenings to discover new content and reviewing offerings from syndication distributors and production companies
• Analyzing show content and format by examining the premise, storylines, and production quality of the syndicated shows and assessing the length, episode count, and availability of the content
• Evaluating target audience alignment by comparing the target audience of the syndicated show with the station's desired demographics and conducting market research to gauge audience interest and potential reception
• Considering scheduling and compatibility by determining the best time slot for the syndicated program within the station's existing schedule and assessing its compatibility with adjacent programs and the overall programming strategy
• Comparing financial aspects by evaluating licensing fees, revenue sharing agreements, and potential advertising revenue while analyzing the cost-benefit ratio of acquiring the syndicated content

Ratings impact on syndication

• Ratings and viewership data involve examining the historical ratings and viewership trends of the syndicated show in other markets to assess the potential ratings impact on the station's overall performance
• Demographic alignment requires analyzing the demographic breakdown of the syndicated show's audience to ensure it aligns with the station's target audience and advertisers' preferences
• Market demand and trends entail evaluating the popularity and demand for the specific genre or type of content (sitcoms, dramas) in the local market while considering current programming trends and audience preferences
• Competitive landscape involves assessing the presence of similar syndicated shows on competing stations to determine the potential for the syndicated program to differentiate the station from competitors

Testing in syndication decisions

• Program testing involves conducting focus groups or surveys to gauge audience reactions to the syndicated content and analyzing feedback on the show's concept, characters, and overall appeal
• Pilot episode evaluation requires reviewing the pilot episode to assess the quality, production value, and potential of the series while determining whether it effectively captures the intended tone, style, and target audience
• Performance in other markets involves examining the ratings and reception of the syndicated show in other markets where it has aired to assess its track record and potential for success in the station's market
• Advertiser interest and support entails gauging the level of interest and potential support from advertisers for the syndicated program and evaluating the potential for securing advertising partnerships and sponsorships based on the show's content and target audience