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In this chapter, we argue that there are several layers of genre, proto-format commercialization of program elements, and current commercially licensed formats. Some genre traditions, like melodrama, tend to be large, over-arching categories that already have a long history before television (Martín-Barbero 1993). Specific genres of television production, like the U.S. soap opera or the Latin American telenovela can develop within that larger tradition. Even more specific genres, like the Brazilian socially engaged or historical telenovelas, versus the romantic Mexican Cinderella story telenovela (Hernandez 2001), develop or emerge over time within those genre traditions. Television formats are now often distinguished as a parallel category which looks at forms of television that are packaged for licensing, transfer across cultures, and localized adaptation or implementation by regional, national or local networks. Specific formats are often imported and adopted. They can feed into genre development, grafted on to older traditions.
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Three seasons of NZ Idol , the New Zealand adaptation of the global Idols format, were aired on public broadcaster TVNZ’s channel TV2 in 2004, 2005 and 2006. The final episode of the first season was the most-watched television programme in New Zealand in 2004, with 1.4 million people, a third of the New Zealand population, tuning in (South Pacific Pictures, 2004). In terms of ratings NZ Idol has been one of the most successful locally made television programmes of the last decade. At first glance, NZ Idol has also been very successful in representing ethnic and cultural diversity. In the auditions phase of the show young New Zealanders of 16 years plus from a range of backgrounds are featured, and in the subsequent phases the audience gets to know a selection of them intimately. The winners of all three seasons (Ben Lummis in season 1, Rosita Vai in season 2, and Matt Sounoa in season 3) have Pacific Island roots, and as a result three young “brown” people were crowned “New Zealand Idols.” This is remarkable, since according to a previous study by Misha Kavka (2004: 231) non-white people have largely been absent from New Zealand reality TV programmes. A closer look suggests, however, that featuring contestants from different cultural backgrounds in NZ Idol generally serves a particular nation building agenda that New Zealand is heavily involved in as a postcolonial society, in which ethnic minorities are subjected to representations that favour the interests of dominant cultural groups. The aim of this nation building agenda is to establish a new and distinct sense of national identity which will set New Zealand apart from Britain, the former colonial power, and other English-speaking nations.
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During the last decade, popular television formats have been replicated across the globe for local or regional consumption as program imports, adaptations, clones or imitations, raising questions on the possible ramifications of such cultural inflows. For Africa the international program flow and the influence of Western media content has been a contentious issue for decades, underlying the cultural imperialism thesis of the 1970s and 1980s, and the centre– periphery paradigms which conceptualized the series of dependency relationships. In African media research concepts like cultural colonialism, media imperialism, neocolonialism, Americanization, homogenization, have been used to denote the unequal flow and influence of Western media products in Africa. Within the framework of media globalization some scholars have even propounded a scenario of the emergency of a global culture mediated by the dominant Western media. The central issues in African media discussions have mainly revolved around the flow of finished media programs and their perceived detriment to local cultures and identities. What is missing in the African research literature is the attention to television formats, a phenomenon described by Keane et al. (2002) as a vehicle for localization, since what is imported is not the content itself, but a recipe for creating a local version. Global reality format shows thus create a new picture.
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