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5 th Network Syndicated Film Programs Are TV’s Fastest Growing Business Liberace, as most viewers know by now, is seen on more stations and in more cities than practically any other show on television. And yet, the clos¬ est he has been to a network is an occasional one-shot starring assign'- Syndicators: girls at Guild Films shipping out shows. ment or a guest appearance with Red Skelton, Ed Sullivan or Jimmy Du¬ rante. So how does he get around? Well, the answer is that he’s on the “Fifth Network,” which really isn’t a network at all, but a name for the hundreds of syndicated films. It works this way: The four TV networks (ABC, CBS, Du Mont and NBC) telecast their programs simul¬ taneously over a series of stations. But they do not preempt all the time these local stations are on the air, and many other stations operate indepen¬ dent of network control. Much of the free time is devoted to telecasting syndicated film, most of which is pro¬ duced in Hollywood. Prints of these films are widely dis¬ tributed (or syndicated) to local sta¬ tions and are shown at any time the station sees fit. In this way they can even be sponsored by local adver¬ tisers, interested in one market only, rather than by national firms, selling to the whole country, which foot the bill for the network shows. Indeed, the film syndication busi¬ ness is television’s fastest growing branch, with advertisers now spend¬ ing about $150,000,000 for about 150 different telefilm programs. The syn¬ dication business has grown so im¬ portant, as a matter of fact, that the major networks have jumped in. Which means, of course, that in some cities a network placing a national show will find a syndication sales¬ man from the home office selling a film to a competing station. What’s responsible for the growth of syndication? It’s as simple as the fact that big networks are virtually sold out of available time for national sponsors. Hence, advertisers, unable to buy national shows, have turned to syndicated film. In addition, the small local advertiser can use film 16