CBS makes a quick sale

"NCIS:LA," "Mentalist" nab quick syndie sales

By CYNTHIA LITTLETON

It’s never too early for off-network deals in a rapidly changing aftermarket for primetime series.

CBS surprised the biz earlier this month by inking a rich deal with USA Network for the rerun rights to its frosh hot-shot “NCIS: Los Angeles” — after seven weeks on the air.

Warner Bros. TV has already locked up an off-net sale with TNT for “The Mentalist,” which is barely a third of the way through its sophomore season on CBS. Both shows went for $2 million-plus per episode, which is a welcome boost from the pricetag of under $1 million per seg paid by cablers in the past two years for shows including “Criminal Minds,” “Ghost Whisperer” and “Bones.” ABC’s “Ugly Betty” was recently picked up by TV Guide Network for a low six-figure fee, in part because it’s a serialized sudser, a genre that typically doesn’t fare well in reruns.

Syndie biz observers said the ultra-early sale on “NCIS: Los Angeles” is an anomaly driven by the blockbuster numbers delivered for USA by reruns of its progenitor, “NCIS.” “NCIS: L.A.” came out strong out of the gate and has held up pretty well, making it a no-brainer for USA to snap it up as quickly as possible.

“The Mentalist” also boasts the high-gloss glow of a sturdy procedural that looks like it’s going to stick around for a while on the Eye’s sked. It’s easily the brightest drama prospect on the near-term off-net syndie horizon, so it’s no surprise that TNT, USA and other cablers would make a play for the show.

But syndie veterans say the early moves on the “NCIS” spinoff and “Mentalist” reflect the upheaval in the primetime business model.

Nobody’s quite sure what the extra exposure that shows receive nowadays through online streaming and downloads and DVD sales will mean in the long run for the value of old-fashioned off-network plays on cable and broadcast TV stations. (Warner Bros., however, has kept a tight leash on its shows, including “Mentalist,” and balked at allowing them full-episode exposure online.) As such, studios are increasingly focused on getting as much upfront money as possible, from network license fees to international sales to product placement deals that can help offset production costs.

Success in off-network syndication has always been a matter of timing the pitch of a rerun package to buyers at just the right moment when the demand is strong and the show is at its firstrun peak. In today’s market, syndie distribs are looking to strike whenever the iron is hot.