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In many cases other companies, TV stations or individuals are engaged to do the syndication work, in other words to sell the product into the markets they are allowed to sell into by contract from the copyright holders, in most cases the producers.
In the U.S., however, the first wave occurs on the FTA networks and subscription services, and the second wave travels via all means of distribution.
This practice is increasing however, generally on digital-only FTA channels, or with subscriber-only first run material appearing on FTA.
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