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Follow-the-leader is a great game — for children. Grown-ups who play it are mere lacklusters and lardbottoms. Especially in the business world. No doubt about it, you can be a perfectly respectable mackerel simply by swimming along after your fellow-mackerel. But it's a whole lot more exhilarating to make your tidy buck by bucking the tide.
That goes for our business as well as yours. Traditionally in the TV film syndication field, you're supposed to make your big deals first. Get off your production nut! Go after a network sale! No soap? (Or cereals, or cigarettes?) Then make your pitch for the giant regional deals. Only after that can you afford to sell smaller regional, or local, sponsors. That's the going theory. And that's where we part company with all the other mackerel.
In our book, the local, regional and spot advertiser is strictly a firstclass citizen who needs, wants and rates first crack at first-class syndicated TV film products.
With this mad, impetuous notion, we sent our new syndicated submarineadventure series, "The Silent Service," down the ways. We aimed it straight at non-network advertisers. And in only 24 days, we not only matched the heady dollar effect of a major network deal, we topped it. Our biggest regional deal involved just four markets. We are off our nut — and the biggest part of our potential still stretches out way ahead of us like a sunlit sea.
The syndication market a secondary one? Not so's CNP would notice. Prime syndicated TV film properties for local, regional and spot advertisers exclusively — that's our
idea of a big deal. And it's working just fine. NBC TELEVISION FILMS
a division of CALIFORNIA NATIONAL PRODUCTIONS