Syndication deals such as FXX’s recent acquitision of “The Simpsons,” valued at $750 million or higher, are not the exception - they’re becoming the norm.

Establishing an entirely new TV brand can be daunting, which is why analysts say that proven broadcast reruns are more valuable than ever.

While a network might spend months and millions of dollars on a campaign to introduce viewers to a new television series and characters, syndicated hits come with a built-in brand and fan base, which makes them not only a smart programming move but also an easy marketing play. Such shows can help a channel’s ratings during peak hours, and established series don’t need entirely new promotional campaigns - they’re already well-known to viewers.

Many syndicated sitcoms, according to Ad Age, also help a network appeal to a younger, more male-skewing audience, which helps to lower the network’s median age and make it more appealing to advertisers.

As the digital space heats up, analysts also expect new series from Netflix and Hulu to enter the marketplace, while those same sites will bid to acquire streaming rights to syndicated hits.

Read more at Ad Age.

Brief Take: The appeal of reruns is clear for programmers and marketers alike. As broadcast hits become available, more cable and digital outlets will fight for their rights as a branding and promotional tool, sending costs up and up.

[Image courtesy of Fox]

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