Reruns and Repeats: The Evolution of Television Rebroadcasts
In the world of broadcasting, a rerun or repeat refers to the rebroadcast of a previously aired radio or television program. While the terms are often used interchangeably, they serve different strategic purposes in the media industry, ranging from filling gaps during a production hiatus to generating massive revenue through syndication.
Key Facts
- Lucille Ball and Desi Arnaz are credited with inventing the modern television rerun with I Love Lucy.
- Syndication occurs when episodes are sold as a package to cable channels or local stations.
- In the United Kingdom, "repeat" typically refers to a single episode, while "rerun" refers to an entire series or season.
- Barter syndication involves stations airing programs for free in exchange for advertising time.
- Classic television channels specialize in nostalgic programming, often utilizing shows in the public domain.
The History and Invention of the Rerun
Before the mid-20th century, television was largely a live medium. Many shows from the late 1940s and early 1950s were performed live and never recorded. The transition to recorded media began with kinescope—a process of recording live East Coast broadcasts to allow for West Coast viewing—and later evolved with videotape and film.
The concept of the rerun as we know it today was pioneered by Lucille Ball and Desi Arnaz during the production of I Love Lucy (1951–57). During Ball's pregnancy, the show began rerunning episodes, a move that proved highly successful. The viability of the format was further cemented in 1955 by Rod Serling's teleplay Patterns, which drew more viewers during its rerun than its original broadcast.
Regional Variations in Terminology
Language and broadcasting customs vary significantly across the globe:
- United Kingdom: A "repeat" is a single episode broadcast outside its original timeslot. "Rerunning" is the term used for entire seasons.
- South Africa: The term omnibus is used for a weekly rerun, such as the soap opera 7de Laan, which broadcasts the past week's episodes back-to-back on Sunday afternoons.
- United States: The term is broadly applied to both single episodes and entire series packages.
How Networks Use Reruns
Managing the Hiatus
Networks often use reruns to fill time during a hiatus—the period when no new episodes are being produced. In the U.S., shows frequently move to reruns following the November sweeps (ratings periods that determine advertising costs), returning with new content after the mid-season or February sweeps. This period is also used to test new series, which typically run for six to 13 episodes to gauge public interest.
The Power of Syndication
Syndication is a business model where episodes are sold as a package to cable networks or local stations. This is often where a program becomes most profitable. To accommodate local station needs, syndicated shows are frequently edited to include extra commercial slots. Generally, a series needs approximately 100 episodes—roughly four to five seasons—to qualify for daily syndication.
| Model | Primary Mechanism | Common Usage |
|---|---|---|
| Hiatus Reruns | Filling gaps between new seasons | Summer or mid-season scheduling |
| Syndication | Selling episode packages to stations | Daily or weekly broadcast cycles |
| Barter Syndication | Free programming in exchange for ad time | Radio and smaller independent stations |
| Classic TV | Niche channels for nostalgic content | Specialty cable and digital subchannels |
The Rise of Classic Television and DVD Retail
With the expansion of cable, satellite, and digital subchannels, a massive market for classic television has emerged. Specialty networks like Nick at Nite, TV Land, and MeTV focus on nostalgia, often airing programming from the black-and-white era. These networks can be highly cost-effective, especially when shows enter the public domain.
The advent of the DVD format transformed reruns into a major retail revenue stream. Box sets allow fans to own entire seasons, though challenges remain. Some series, such as Perfect Strangers, have incomplete DVD collections due to the high cost of relicensing music used in later seasons.
Frequently Asked Questions
What is the difference between a rerun and syndication?
A rerun is the act of rebroadcasting an episode. Syndication is a commercial process where a collection of episodes is sold as a package to various broadcasters.
Why are some syndicated shows edited?
Local television stations often need to sell more commercial airtime than national network affiliates, so syndicated programs are frequently edited to make room for additional advertisements.
What is barter syndication?
In barter syndication, a station receives a program for free but must agree to air specific advertisements bundled with the program, providing revenue to the syndicator.
How did the Copyright Act of 1976 affect reruns?
The Act extended copyright terms, which, combined with advancements in digital video, helped ensure that television programs could be preserved and rebroadcast more easily and for longer periods.
Why do some shows have incomplete DVD sets?
Incomplete sets are often caused by poor sales or the prohibitive cost of obtaining rights to music featured in the episodes.