EXCLUSIVE"Seinfeld" is poised to write a new chapter in the syndie record books as Columbia TriStar TV Distribution prepares to negotiate a second round of syndie deals with 200-plus TV markets around the country.
CTTD officials declined to com-ment on plans for "Seinfeld's" second-cycle renewal process. But station sources say the distributor of the Castle Rock TV series is sure to harvest unprecedented mega-coin for renewals of the hit sitcom, vaulting "Seinfeld" past "The Cosby Show" as the highest-grossing off-network series in syndie history.
The renewal process is likely to spark bidding wars among stations in major markets, as stations that currently have the show fight to keep it and rivals try to get it. With the series now set to end its primetime run this season, most of CTTD's initial syndie deals for "Seinfeld" will expire in spring 2001. Naturally, the distributor is looking to strike on the renewal front while interest in the show is at a peak. Another plus for CTTD's sales pitch: "Seinfeld's" primetime ratings are higher than ever this season, and the sky's the limit for the series finale.
CTTD sources stressed that deal points for the renewal campaign have not been finalized, but station sources say CTTD execs have hinted they will seek to double the already sizable license fees stations are paying to carry the comedy as a Monday-Friday strip.
In New York and Los Angeles, stations could wind up paying as much as $300,000 per week, or $500,000-plus per episode, to secure the show well into the next decade. In its first round of syndie deals, "Seinfeld" generated an estimated $3 million per episode in license fees alone; if the projections of industry veterans are on target, the series could soar past the $5 million-per-episode mark in its second cycle.
Such increases are unheard of for most second-cycle off-net deals, but "Seinfeld" is no ordinary off-net property. Previously, the only off-net show to generate significantly more coin in its second cycle than its first was 20th Century Fox TV's "MASH."
But "MASH" was not viewed as a hot syndie prospect when it was initially sold in syndication in the late 1970s. Following its successful syndie bow in fall 1979, 20th was able to command major license fee increases when "MASH's" second cycle rolled around in 1985.
"Seinfeld," by contrast, commanded top dollar from the outset, even as some station buyers had doubts about its longevity in Monday-Friday syndication. But the "show about nothing" has performed beyond all expectations in the first three years of its syndie life cycle.
"Seinfeld" bucked the industry trend by posting ratings increases in its second year in syndication; this season, the show is on par with last season's ratings delivery. CTTD has also helped preserve the show's luster in reruns by limiting stations to one run per weekday. To the chagrin of many station buyers, sources say CTTD is not planning to offer weekday double runs of "Seinfeld" anytime soon.
In addition to massive license fee increases, CTTD is said to be asking for one minute of barter advertising in each run of the show, the same barter terms as in the first-cycle deals.
Contact Cynthia Littleton at
cynthia.littleton@variety.com