Station management perceptions of barter syndication : a pilot study

Abstract

Television stations may obtain off-network and other syndicated programing for little or no cash outlay. The practice of barter is used in nearly every commercial television station. In this pilot study, the barter industry, and Oklahoma television stations are examined. Television executives were surveyed regarding their opinions and uses of barter. The study found barter, while beneficial as a source of programing had reduced national commercial revenues and inventory from television stations. Barter, however, has not affected local advertising sales on Oklahoma television stations.