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January 20, 2004
Syndication City: NATPE a showcase for shows seeking audiences
By Kirk Baird
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Two college friends with a cooking show for tailgaters.
A children's program with a genie who sings and tells stories.
A family-friendly hourlong comic showcase.
An ultra-modern lifestyle series described as "Martha Stewart meets 'Pee-Wee's Playhouse.'"
For anyone looking to syndicate a TV series or just to make industry contacts, the 41st annual National Association of Television Program Executives is the place to be.
Concluding today, the three-day convention at the Sands Expo Center attracts thousands of hopefuls looking to get their product broadcast to the masses.
"It's a chance to expose ourselves to people who are not familiar with us," said Steve Cassarino, one half of the cooking duo Clever Cleaver Brothers.
A syndicated cooking show that airs in 2 1/2-minute segments, "The Clever Cleaver Brothers" is seen in 25 cities nationwide during NFL games, reaching a total audience of 1.8 million. That success would not have been possible -- or, at least, exceedingly more difficult -- had it not been for NATPE, they said.
Still, he cautioned the convention is not for everyone dreaming of being on TV. "It's always challenging. Our business is not for the weak and timid," Cassarino said. "If you're worried about your paycheck, don't come here."
That didn't stop Genie Corcoran, chief executive, creative director and star of "Tales from the Storygenie," a children's program she developed for syndication last year.
"There's no place for fear if you expect to succeed in television," she said. "And I'm fearless."
With a one-hour show already taped and in syndication in 16 markets across the United States, Corcoran was at NATPE to attract more distributors, syndicators and buyers.
"The feedback we're getting is that we're on the right track."
Even for programs still in the development stages, NATPE promises the opportunity to meet potential contacts who can bankroll a show.
The key, however, is to stand out from the already crowded convention center.
"Lotta Livin', " a retro-style guide to modern living that cashes in on the kitsch craze, used a colorful booth featuring Tiki figures, hula skirts, a bongo and ukulele player and Lava Lamps to attract attention.
"There is no set way to get on the air," Lee Scott, production consultant to "Lotta Livin'," said. "Anyone does anything to get on the air. This is how we chose to get the word out."
The ploy worked.
While the show is nothing more than a concept at the moment, already there has been significant interest by three potential investors.
"This is a huge personal investment for us, these booths are not cheap at all," Lee Scott, co-producer of "Lotta Livin'," said. "We brought a lot of color to what I can see is a blue, black and gray convention."
"You're trying to sell things. Why would you have things disappear in the collection" of booths?"
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