Over-the-top content has become a big priority for organizations that targets consumers who are in a state where traditional television consumption behaviors don't apply. As such, a variety of cable and satellite enterprises are trying to devise business models as OTT content providers to capitalize on viewer's preferences. Know more about OTT solutions: https://www.vindicia.com/solutions/ott-monetization-solutions/

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Will OTT
providers
capitalize on
syndicated
shows?
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.

2. 2
Will OTT providers capitalize on syndicated shows?
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
With recent moves made by Apple and Sony, it's clear that over-the-top content is a big
priority for many organizations trying to target media consumers who live in a world
where traditional behaviors for television consumption don't apply. It's for this reason
that many OTT content providers are utilizing subscription billing to generate recurring
payments, which in turn helps with customer retention and increases revenue.
One of the traditions that is rapidly changing is the stranglehold that cable television has
had on syndicated programming. In other words, there are specific cable channels
dedicated to giving a second life to broadcast shows that may have been canceled or
just ran their due course. According to Advertising Age, a variety of cable and satellite
enterprises are trying to devise ways to capitalize on viewers' preferences while
avoiding the outdated models that can rub consumers the wrong way. For instance, the
standard cable bundle is packed to the gills with hundreds of channels, but also a heavy
cost. This is having an impact on the way consumers watch shows.
Reruns lose momentum on cable
With certain shows, advertisers and cable companies are able to capitalize on their
seemingly timeless appeal among audiences who either can't find what they're looking
for with new programming, missed the shows the first time around or are nostalgic for
the era when the reruns first aired. Whatever the reasoning, it's given plenty of support
to dedicating entire cable channels to reruns. According to Marketplace, cable has
been the ideal afterlife for syndicated television – that is until recently.

3. 3© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
For instance, Viacom, a leading media organization,
indicated the audience for syndicated programming
has shrunk in recent years. The Wall Street Journal
explained that the corporation has gone through
serious restructuring after it saw viewership for shows
such as CSI and Community failed to meet anticipated
levels. One factor that may be contributing to the
decline in popularity of reruns is the fact that the cable
networks have increased the amount of original
programming they air.
"Until recently, cable has
been the ideal afterlife for
syndicated television."
Syndication goes streaming
Streaming video on demand service providers like Hulu, Amazon and Netflix have been
able to pick up some of the momentum that the cable providers have seen drop in
recent years.
"Now there are just more and more markets for original material, there are more and
more markets for titles that have been sitting on the shelf." explained Tom Nunan, a film
and television producer and a lecturer at UCLA, on Marketplace.

4. 4© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
Still, syndicated SVOD content faces some of the same challenges as the reruns aired
on cable television. Streaming services like Netflix have taken the initiative to develop
new, original shows, as have many of the networks. With golden oldies like Seinfeld
and Friends, it's also difficult for more recent syndicated shows to make headway with
viewers.
As more cable networks set up SVOD options, the number of ways that consumers can
watch what they want, whenever they want will continue to increase. It's up to the
service providers to develop business models that will be the most lucrative and
develop a loyal following when pursuing this opportunity.

5. 5© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
About the Author: Bryta Schulz
Bryta joined Vindicia in 2013 and serves as Senior Vice
President of Marketing. She is responsible for building brand
awareness, creating go-to-market strategy and promotion, and
driving growth. With over a decade of executive level marketing,
product management and PR experience, Bryta has led
marketing teams in enterprise technology and SaaS companies.
Her experience includes heading product marketing at GoGrid,
PGP, RSA and Symantec and business development and
product management positions at Xcert, Thales, and
Persistence Software. Bryta holds a MA in Translation from the
Johannes Gutenberg University Mainz and an MBA from the
University of Reutlingen.
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© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.