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By Tony Garcia
Global Media Services
DENVER — I’ve spoken with many people who have the syndication bug. The first question I ask is, “Love or money?” We all love what we do, and we would all like to collect a fabulous salary for doing that which we love. But in the syndication business, it’s a bit more complicated.
Syndication is an indirect sale. As a program producer you provide a product that you believe can build an audience. In order to get that audience, you have to get your program on the air. No matter how good your show is, without affiliates, no one will ever hear it. Another way to look at it is “shelf space,” just like products in a store. If you don’t get on the shelves, you’ll never get consumers to try your product. Program directors are the ones responsible for stocking those shelves and they are literally bombarded with pitches on a daily basis.