Broadcast Syndication - First-run Syndication in The U.S.

First-run Syndication in The U.S.

As with radio in the U.S., television networks, particularly in their early years, did not offer a full-day's-worth of programming for their affiliates, even in the evening or "prime time" hours. Some stations were not affiliated with any network. Both groups sought to supplement their locally produced programming and whatever network feeds there were with content that could be flexibly scheduled. The development of videotape and, much later, enhanced satellite downlink access furthered these options. While most past first-run syndicated shows were shown only in syndication, some canceled network shows continued to be produced for first-run syndication or were revived for syndication several years after their original cancellation.

Ziv Television Programs, Inc., after establishing itself as a major radio syndicator, was the first major first-run television syndicator, creating several long-lived series in the 1950s and selling them directly to regional sponsors, who in turn sold the shows to local stations. Among the most famous and widely watched Ziv offerings were Sea Hunt and Highway Patrol. Some first-run syndicated series were picked up by networks in the 1950s and early 1960s, notably The Adventures of Superman and Mr. Ed. The networks started syndicating their reruns in the late 1950s, and first-run syndication shrank sharply, for a decade. Some stalwart series continued, notably Death Valley Days; other ambitious projects were also to flourish, however briefly, such as The Play of the Week (1959–1961), produced by David Susskind (of the syndicated talk show Open End and also producer of such network fare as NYPD).

However, FCC rulings in the late 1960s curtailed the U.S. networks' ability to schedule programming in what has become known as the "early fringe", notably the 7-8pm (ET/PT) hour of "prime time", with the stated hope that this might encourage more local programming of social and cultural relevance to communities (off-network syndie repeats were also banned); some projects of this sort came to fruition, though usually relatively commercial and slick ones such as the Group W Evening Magazine/PM Magazine franchise, and such pre-existing national projects as the brief commercial-television run of William F. Buckley, Jr.'s interview/debate series Firing Line. The more obvious result was an increase in Canadian-produced syndicated dramatic series, such as Dusty's Trail and the Colgate-sponsored Dr. Simon Locke. Game shows, often evening editions of network afternoon series, flourished, and a few odd items such as Wild Kingdom, cancelled by NBC in 1971, had a continuing life as syndicated programming tailor-made for the early fringe.