Factors influencing the international syndication marketplace in the 1990s

This article examines 10 factors affecting the U.S. international syndication business in the 1990s, especially sales in Western Europe. Despite sluggish sales and the enforcement of EC and national quotas, the study suggests that syndicators offering high‐quality programming and adopting proactive and creative marketing strategies will prosper and maintain their competitive edge during this decade. The author suggests two key strategies, cooperative agreements and creative pricing, as means of coping with financial challenges and expanding international sales of television programs.