Who procures content from studios under licensing arrangements?

• A. Advertisers
• B. Networks/Production Companies
• C. Audiences
• D. Studios themselves

Answer: (B)

The main idea here is understanding who buys the rights to show content. In licensing deals, networks and production companies are the ones that procure content from studios. Studios own or control the content, and they license rights to broadcast or distribute it to audiences. Networks or production companies negotiate terms—how long, where (territories), and on which platforms (TV, streaming, etc.)—to get the rights to air or stream the content.

Advertisers don’t procure programming; they fund ads. Audiences don’t acquire licensing rights; they simply consume the content. Studios are usually the licensors, not the licensees, unless they’re also distributing content themselves.