Syndication Vindication: What Stations Really Want

The heart of a station wants what the heart of a station wants.  And here's exactly what stations really want from their syndicators, courtesy of FOTPC (Friend of The Promo Code) Kathleen Bracken, Manager, Affiliate Marketing - 20th Television.   

Having worn both syndicator and station hats, Kathleen's a veteran of the syndie wars and a crowd favorite.  Can't disagree with a single word of her sage advice...

STATIONS SHOULD BE SEEN AND HEARD

I was recently on a call with a major O&O station group and we, the syndicator, asked them, “What do you want that you normally don’t get from syndicators?”  They gave us really good feedback and had some really good ideas we hadn’t thought of.  And all we had to do was ask.

KEEP THE CLIPS COMING

When I was a station creative, one of the greatest assets ever bestowed by a syndicator was the Clip Reel Database.  Stations will always have the need to create their own spots. Providing them with a comprehensive CMS clip library should be mandatory for high profile programs.

TO MARKET, TO MARKET…

Stations speak to local audiences and anything the syndicator can provide to individual markets that localize the program will win them kudos.  Sending Talent to a local event or to appear on a station’s Morning Show is huge.  Making Talent available for phone-in radio interviews and setting up satellite tours are other effective ways to make a nationally syndicated program relevant to local audiences.  Your stations will thank you big time.

MONEY TALKS 

Provide co-op.  Make media buys in important markets.  Financially support your programming wherever and whenever possible.  And that includes making branded  premium Items available for stations to hand out at local events.  Stations need help to get the message out beyond their own air. 

AND THE WINNER IS…

Contests and Promotions are fun and create excitement around a program for the viewer.  There’s little investment for stations other than tagging a spot and posting some copy on their website.  Unless they don’t have the avails to run your Promotion spot, most stations like the chance to offer cool prizes to their viewers, get additional hits on their websites and bring fresh eyeballs to the promoted show.  Yes, it costs syndicators to put Promotions together, but they create buzz and spike ratings.

Some examples:

A recent promotion from a syndicator involved an OOH interactive game played by passersby in highly trafficked mall and storefront locations.  The game was supported by a comprehensive cable buy, that also featured an interactive component.  It captured the fun of the show and resulted in ratings hikes.

A turn-key promotion we're currently developing involves an on-line trivia game about the show.  The grand prize is a trip for 2 to the city where the show is shot, and includes a set visit.  The station can add a third-party sponsor or use a s value added for a client.

BE A TEAM PLAYER

The station is the syndicator’s representative out in the marketplace.  It’s a partnership.  But I’ve seen more than one scenario where that partnership deteriorated into an “us versus them” situation.  Work with stations, seek their input and listen to it.   

At the end of the day, most promo people share the same goals – to be creative and have fun doing so.


As always, Kathleen has her finger on the pulse of Syndie World. 
 
The only thing I'd add is to be proactive with digital initiatives, incorporating innovative ways to utilize clips and special shoots. 

That, and standardized tags.  But I digress.  Again...

-Ed
edrothshow@gmail.com

Subscribe below for e-mail updates

Follow us!