...Welcome to the byzantine world of in-season digital syndication, where the inconsistencies that confuse viewers are just as frustrating to distribution execs at top cablers. "If the industry could move faster to establish some kind of uniformity across the board, I think it would absolutely change how programmers would window content in the free, on-demand space," said Denise Denson, exec VP of content distribution and marketing at MTV Networks. What is delaying the multichannel TV world is a complex web of vested interests ranging from the cable and satellite operators that dictate most of the distribution parameters for programming to the studios that hold onto some of the rights to the content they license to the networks. Then there are the varying off-air marketing strategies, not to mention just old-fashioned indecision. Programmers face a tough balancing act here. On the one hand, they don't want to cannibalize the aud for premiere telecasts, reruns and even DVR playback within the first three days when advertising revenue is earned. Cablers also need to protect their relationships with operators that pay them a fortune in carriage fees. On the other hand, programmers want to maximize the exposure of their shows in ways that can drive ratings back to on-air, dilute the appeal of piracy and capitalize on the momentum of online video in general.