Syndication is basically the process of renting the exclusive rights to broadcast radio shows and television programs to multiple broadcast channels and several television stations, without ever going through a traditional broadcast network. It is an incredible way to obtain maximum exposure for any brand, product or service. In the past, syndicating was done primarily with the major networks and a few independent stations; however, these days the whole world is your marketplace. Television networks, especially the digital ones, have taken full advantage of this revolution in the media world and are now distributing their programs via syndication all over the world.
The concept of Syndication first originated in newspapers, which began syndicating news and current events directly to the audience. The advantages of doing so were quite clear: with newspaper syndication, you got more page views from your readers, which translated into higher circulation and advertising revenue for the paper – which in turn translated into more advertisers. This form of content syndication was also advantageous to the newspapers, as it allowed them to directly reach the audience and not just to the people who might be interested in reading the paper. The modern model of content syndication has evolved with the modern audience in mind. Instead of directly reaching the audience, it now targets a much broader range of viewers – one that is sure to yield higher advertising revenues for both the station and the content publisher.
Syndication has evolved significantly since its humble beginnings. In this day and age, content syndication can be done without having to use a traditional distributor and instead opting to submit your content to online platforms such as Facebook, Digg, Twitter, etc. All you need is a good amount of keyword-rich content, an appealing title and sufficient keyword density within the body text and your content will go live and syndicated to its targeted audience immediately – the same as if you had yourself promoted it directly to the audience on your own social media pages.