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Edward Arnold is "host" on TPA's "Star Showcase," a rerun drama series fitted out with new introductions and title. Here, he chats with Milton Gordon, president of TPA syndication firm
Original sponsor, Camel, is part-owner of "Follow That Man," originally aired on CBS TV as "Man Against Crime.' Syndicated by MCA-TV, show is earning rerun profits in major markets
Tv webs have developed sizable syndication sidelines in past year. ABC, for example, is currently syndicating two rerun shows, "Racket Squad" (below) and "Playhouse," plans to add more
I RERUN
New research shows r
gi or the average t\ film syndicator
or producer todaj the "rerun" show lias come to mean the difference between eating in Sardi's or Ciro's — or not eating at all.
As Bud Austin, director of national sales for Official Films, one of the largest syndicators of rerun packages {My Hero, Terry & The Pirates, Oh. Baby! and others i . explained the situation to sponsor:
"Even if you sell a syndicated film diow to a major client on a national basis for the first run. you'll be luck\ to break even — or even recover TV, — of your sales and production costs. If you're Belling the first run on a market-In-market basis. \ou rarely recover more than 50'/ the first time. ^ <>ur recovery is e\en less in either case if you've shot in color as a long-term investment.
Result: Although there are more than 50 new tv film series in production now. there are also over 35 rerun series available to sponsors today i see 14-page list of available tv films, starting page 67 I .
Although the business in reruns is booming because of economic pressures on film producers and distributors, reruns are finding an important place in the plans of many top clients.
That's because rerun shows, in the past few years, have generally exploded the old radio notion that "once a show's been on the air. brother, it's dead!" K\ idence of this can be found in endless rating case histories and in such studies as the A.('. Nielsen report i Bee box at right I .
\\ here once film syndicators sheepishly sold rerun series at the back doors of agencies and advertisers, the film industry today gives a good rerun series the kind of ballyhoo once reserved only for the first-run properties,
" \\ ithoul am doubt we have taken the lead in the issue of reruns." Robert \Y. Sarnofi (then v.p. in charge of NBC's Film Division, now NBC executive v.p.) stated recently. "New Mill statistics re\eal that syndicated runs of network film programs — like our / irtory At Sea and Badge 714 I Drap
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