Broadcasting Telecasting (Jul-Sep 1963)

PROGRAMING Off-network program scarcity ahead? SYNDICATORS AND BUYERS AGREE NEXT YEAR WILL SEE FEWER ON MARKET The steady stream of off-network program series pouring into the syndication market over the past four years shows unmistakable signs of receding, and 1964 looms as the year in which syndicators and TV stations must begin to seek out other sources of new programing. Off-network product has formed the backbone of syndication since 1959, when MCA pioneered this approach. In the intervening years at least 100 program series have been released from Joseph Kotler, vice president, general manager, Warner Brothers Television, expects indications from stations by the first of the year as to whether they want to buy quality programs. a backlog of film shows dating to 1954. Simple mathematics is working against the off-network concept for the future. As the backlog and the more recent offerings are used up, the networks cannot continue to direct to syndication a sizeable number of marketable off-network series each year. A consensus of leading off-network syndicators and program buyers at various station groups agreed last week that the availability of such programs will slacken considerably next year. Some syndicators and station group officials said that 1964 conceivably could be the year that first-run syndication production will be accelerated. Return To First-Run? ■ Admittedly, those who advanced first-run programing as a possibility were cautious. They underlined these conditions: Stations must make prime slots available; they must be willing to pay reasonable prices, 52 and regional sponsors must be found for such vehicles. First-run production for syndication was supplanted by off-network, starting in 1959, because producing programs specifically for stations became too costly in view of the prevailing economics of the industry — rising production and distribution costs, diminishing prime time slots and the defection of regional advertisers. In 1963, approximately 30 series that formerly were scheduled on CBSTV, NBC-TV and ABC-TV have been made available to local stations. From 1959 through 1962 about 70 series were placed on the market. The future course, accordingly, must rely on the number of series still held in reserve by distributors and on programs still on the networks that are likely to be channeled to the syndication market. A key word in the lexicon of today's distributor is "marketable." It is not enough that a distributor have a series available. He must be reasonably certain that it is economically feasible to distribute the series. Price Of Residuals ■ The main concern, initially, is residual payment to talent. This can amount to $4,000$7,000 per episode, and some distributors in the past four years have failed to recoup even their residual costs on some off-network series they placed on the market. Though about 50 off-network series Robert Seidelman, vice president in charge of syndication for Screen Gems is surprised that so many offnetwork shows have been released for syndication in the past. of past years are still in the vaults of major distributors, it is unlikely that more than seven or eight of these shows will be offered because of the residual bite. Robert Seidelman, vice president in charge of syndication for Screen Gems, commented last week that he "is not at all surprised at this situation." He said: "What surprised me is that so many off-network shows have been released in the past. I know that a certain portion of these shows have not brought Richard Pack, vice president, programing for Westinghouse Broadcasting (Group W), says the number of off-network shows has placed the distributor in a discouraging position. back their residual costs, let alone distribution and related expenses. I think too many of the companies did not exercise caution in releasing their series." In addition to the residual factor, a consideration that must be weighed by the distributor is the number of episodes in a projected off-network series. Stations shy away from purchasing those properties that have less than two years of programing because ( 1 ) they prefer a continuity of shows and (2) a program that was on the network for only one season or less was likely to have been "a bomb" that may also fail in syndication. Long And Short Of It ■ A study of the 50-odd shows that are still in the backlog reveals that only seven had a cycle of more than one year on the network. Yet even these seven may not be the logical contenders for off-network release, according to one distribu BROADCASTING, September 30, 1963