The business of Syndication has and will continue to change. Consolidation in the industry and temporarily limited time periods appear to leave little room for experimentation or risk taking both on the part of the distributors and the stations. Hence the big increases in proven off-network properties. The opportunities for the future are great, with increased digital stations there will even be a larger need for more programming. And with large media companies involved, a Syndicator taking a risk on a new show is not the disaster that smaller companies faced.
Syndication is a good way to reach viewers who are abandoning the traditional distribution sources.
Over the last few years, Nielsen has measured the various national distribution sources and their audience shares. Viewers like their syndicated programs. The benefits for an advertiser are even greater than ever. Program quality 2. Negotiating leverage 5.