Globalisation – TV 11.02.14/13.02.14

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TV is a national industry rather than a global industry such as film
e.g. the BBC makes films for just this country

The UK in unusual because most of our programmes are British. In other places in the world most programmes are from other countries.

Money allows America to dominate the film market, yet it doesn’t dominate the TV market because TV is fnded by advitisers (ITV, C4, etc) and by the public through the TV lisence (BBC)

Over 50% of the schedulings in South America, Africa, and Asia are imports, which are mostly American.

America spends a lot of money making programmes yet sells them cheaply to poorer countries so they can still watch them. They can afford to do this because they already make a profit from selling the programmes in America.

EXAMPLE
The Good Wife, an American TV series was sold to the British, niche¬†channel, More 4 cheaper than it would of sold to any other channel because it doesn’t have as many viewers and wouldn’t pay more for it.

National culture is marginalised
Western culture is prominant

Consumerism (Earning and spending money) seems normal for our culture as we have grown up with it. If everyone aspires to spend money we’ll run out of resources which is bad for the environment.

Readings
Dallas – an American TV series about oil rich Texans
America – Celebrates wealth
Africa – Money can rescue people (Solve problems)
Israel – Unhappy Americans (Money=unhappy)

Different cultures have different readings

Israel sees money as not that important, where as Africa sees it as very important because it is a country with a lot of poverty

US programmes are rarely the most popular

Globalisation may be homogensising (Making the same) but also different.

GLOCAL – Global and local
e.g. McDonalds have adapted to different cultures

MTV Case study
Viacom owns MTV
MTV has changed because you can watch videos online now (YouTube) so there is no longer a need for it to be the primary content.

MTV Asia
-Success of American products in Asia created demand for more American products
-MTV Asia said that 20% of the music videos would be Asian, but actually only 10% were. These 10% (Bangcok Jam) were played at midnight when the audience would be a lot smaller.
-Local bands that were put on MTV Asia played Western music

“MTV Asia reinforces globalisation and abandonment of traditional cultures and languages”

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