 However, if the show is cancelled by the network before producing enough episodes to be syndicated, or if no syndication buyers want the show, the production company must absorb the difference between the cost of production and the original license fee, which can now amount to millions of dollars for each season., most reality television producers believe that deficit financing will never be financially viable because the vast majority of reality production companies are too small to wait long enough for the big payoff (and, because most reality shows are relatively poor performers in reruns, such a payoff is less likely to materialize anyway).Instead of syndication, producers have been covering gaps between license fees and rising production costs by selling shows' formats to foreign territories and developing integrated marketing deals with advertisers.