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Television
Syndication: No longer a Hollywood exclusive
By Wayne Caparas
Television
viewers in the Lowcountry may remember that NBC's "Seinfeld" spent
nearly an entire season lampooning Jerry Seinfeld's television deal with the
major network. The thesis of Seinfeld's parody proved that even a show "about
nothing" can be sold if: a) you can get your foot in the door, b) you can
convince the decision makers that you will draw a specific audience, and c)
your concept can attract sponsors to create the windfall profits for which "the
biz" is famous.
Creating
and selling syndicated TV shows can bring in big profits, even if the players
are based in the Lowcountry and not in the TV mecca
of Hollywood. As cable, satellite and Internet networks worldwide increase at
a record rate, local media professionals are tapping into the exploding demand
for lower budget shows aimed at ever-narrowing audience demographics.
Who's
on first
While
all the media attention is on the motion picture industry in the Carolinas,
television professionals who work primarily with video formats are now investing
as little as $1000 per show to enter the entertainment lottery.
Studio
Plus, a respected advertising agency and production company with offices in
Mt. Pleasant, has successfully syndicated "UCTV" (Used Cars Trucks
and Vans) in several markets, and is currently packaging "Cookin' Kids"
to pitch nationally.
According
to General Manager Steve Simmons, Studio Plus has invested approximately $5,000
per show to create 13 episodes of "Cookin' Kids." Based on industry
comparables, Simmons expects to make a return in excess of $300,000 per 13-episode
block if the show is picked up for national distribution.
Another
homespun production putting the finishing touches on its own 13-episode package
is "Welcome Aboard,” a sailing and yachting TV magazine created by Dutch
Courage Productions. In contrast to
the "Cookin' Kids" model, Dutch Courage produced a two-show pilot
to land national distribution with PBS before producing the entire package.
Executive Producer Dick Reed, who would not disclose
costs per episode, projects "Welcome Aboard" will in time average
$100,000 per show in revenues. As a
well-established entertainment producer, Reed is in a strict minority of
TV professionals who can win major network distribution through direct
contacts.
The
big leagues
It
is no minor advantage to regional TV producers that Litton Syndications, Inc.
maintains its offices on Sullivan's Island.
The mid-sized distributor of American TV productions is highly respected
within the international entertainment community and has working relationships
with all the major networks and studios from coast to coast.
With
corporate giants like Disney, Time Warner, and Viacom employing vertical integration
to create show concepts from soup to nuts, it is becoming increasingly difficult,
despite the exploding demand for new shows, to get anywhere near decision makers. Litton is among the few industry players that
can get a foot in almost any door.
Founder
and CEO David Morgan launched Litton in Baltimore a decade ago and, after six
years of success as the industry leader in "kid friendly" programming,
Morgan moved the company to Charleston. He
has since assembled a team of TV professionals of the caliber found only in
New York or Hollywood, including V.P. of Acquisitions Dale Snyder, who began
his career with NBC in New York.
Like the rest of the Litton
team, Snyder admits he could pretty much live anywhere in the country, but after
discovering Charleston in the early 80's, he made relocating his family to the
area one of his primary career goals. "It
was as if I had stumbled upon the lost city of Atlantis," he recalls.
The
move has proven successful. Today Litton
is the distributor of several hit television shows including "Jack Hanna's
Animal Adventures,” which, after just 6 seasons, is seen in 94 percent of American
markets and is the nation's #1 weekly show in first-run syndication.
In addition to the Jack Hanna
series and a host of shows targeting younger audiences, Litton is also the distributor
of the Emmy-winning feature film series "Desperate Passage" and the
popular show "Toughman,” which will enter its new season this month on
Fox's cable network, FX.
As for
the Studio Plus show "Cookin' Kids,” Dale Snyder concurs that the show
has national potential, as Litton Syndications is currently reviewing the project
for possible representation to the Networks.