UPFRONT 1997: Syndication Can't Wait: New prime-time shows, higher net rates break syndie market early

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By Michael Freeman





As long as the share of network TV viewers continues to erode, the distributors of syndicated programming will be able to prey off their misfortune. Undoubtedly, advertisers are still captivated by the national reach of the broadcast networks, but it is a benchmark syndicators feel they are coming close to equaling or surpassing in certain dayparts.





It could also be a major reason why more and more New York media buyers are making preemptive moves to open the syndication upfront sales market weeks before the networks’ concerted upfront sales campaigns.













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