As the lines between broadcast and cable television blur, we continue to see more content cross-pollination and competition between the two mediums. Secure in their deep pockets, cable networks are increasingly too impatient to wait for their turn to air premium programming - rather than lose it to competitors. Time and time again, they have proved willing to risk paying steep prices for new, often untested programming either by commissioning original fare directly or buying syndication rights to broadcast shows that are still in their embryonic stages. The recent syndication deals are case in point.  20^th Century had not even begun shopping Glee and Modern Family to cablers when it was approached by NBCU's cable group with this offer.

It is not unheard of for freshman shows to have their future syndication rights sold during the first season or shortly after. These shows, however, have typically been spinoffs of extremely popular TV properties such as CSI and NCIS. Neither Modern Family nor Glee falls in this category. Both shows have generated significant buzz and garnered high ratings in their first season, but the jury is still out on their enduring potential.

USA Network is not new to gambling, however. In 2006 the network picked up CBS' underperforming procedural NCIS for just $750,000 an episode, only to see it turn into a major hit two years later. In fact, when USA started running the show in 2008, not only did the syndicated episodes perform well for the network, but even original episodes airing at the time on CBS witnessed nearly-exponential improvement in ratings. USA Network is hoping to do it again with Modern Family. The network is paying a steep price for a freshman show that falls well outside of its current lineup of procedurals and medical dramas. But with the Comcast merger on the horizon and the network's continued domination of basic cable, USA is well positioned to make such a gamble.

USA Network does have a history of airing half-hour scripted comedies, but not in recent years. The network's acquisition of Modern Family is most likely driven by the dearth of compelling sitcoms on the block. Furthermore, USA's return to comedy could be seen as an attempt to reposition itself as a general-interest cable network. This move makes sense within the context of the ongoing merger with Comcast, as the newly merged company would be best served by a highly-rated, broadcast-like cable property. Screen Digest expects the network to continue to diversify its programming lineup.

The Glee deal, on the other hand, is less of a gamble for Oxygen. The show skews to young women, which is precisely the target demographic of this network. Still for a second-tier network which is estimated to spend just $83m on programming in 2010, the additional $11m in programming costs are not trivial.

At $500,000 per hour Glee may seem underpriced for a highly-rated scripted comedy. Typically thirty-minute sitcoms fetch between $800K to $1.2m per episode. The price, however, makes sense when taken in the context of FOX's grand strategy for this TV property. Its creators intended for the show from the beginning to permeate across as many media platforms as possible. The studio has already released multiple music albums and two DVD sets of the show. A book will be released this summer, and the show's cast has been busy touring the country. Furthermore, the musical comedy has a strong web presence through Hulu and dedicated fan sites. The only remaining medium is cable. Through the weekend marathon in January and the companion reality show, Twentieth Television has ensured an early presence for Glee in the crucial cable space. Such trans-media strategies will become more common as the broadcast, cable and online spaces continue to converge.