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when syndicating a show, the production company, or a distribution company or "syndicator", usually attempts to sell the show to one station in each media market or area, in the country and around the world. if successful, this can be lucrative; but the syndicator may only be able to sell the show in a small percentage of the markets.
syndication differs from selling the show to a television network; once a network picks up a show, it is usually guaranteed to run on most or all the network's affiliates, on the same day of the week and at the same time (in a given timezone, in countries where this is a concern). some production companies create their shows and sell them to networks at a loss, at least at first, hoping that the series will succeed and that eventual off-network syndication will turn a profit for the show.[citation needed]

a syndicated program is sold to stations for "cash" (the stations purchase rights to insert some or all of the ads at their level); given to stations for access to airtime (wherein the syndicators get the ad revenue); or the combination of both. the trade of program for airtime is called "barter".
while market penetration can vary widely and revenues can be unreliable, the producers often enjoy more content-freedom in the absence of network standards and practice officials; frequently, some innovative ideas are explored by first-run syndicated programming, which the networks are leery of giving airtime to. meanwhile, top-rated syndicated shows in the united states usually have a domestic market reach of 98%.
very often, series that are aired in syndication are cut. for example a standard american sitcom runs twenty-two minutes, but in syndication it may be cut back to twenty minutes to make room for more commercials.