Media Outlook 2000-Syndication

Julie Kantrowitz

In early 2000, the author looks at the challenges and opportunities for ad-supported syndicated programs in the USA - especially its rapid growth, day-part strengths and 18-34 targeting.

Media Outlook 2000SyndicationJulie Kantrowitz Warner BrothersA LAND WITHOUT MOUNTAINSThere is a legend that shepherd families, after centuries of herding their sheep on steep mountain slopes, bore children with one shorter leg. When times changed, it took them decades to adjust to a new life on the flat streets of the cities.Our business could be like that. After decades of TV being a few large mountains called networks, advertisers suddenly have had to adjust to the flatter land of TV today. We call the change fragmentation, but its really just viewers following programs. And even...

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