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New Flows in Global TV provides a pioneering investigation into television distribution worldwide and the global trade in television program formats. Topics include explorations of how shows like Who Wants to Be a Millionaire? and Big Brother are reformatted for audiences in diverse markets such as Argentina, South Africa, the Middle East, and China; the international circulation of Dallas in the 1980s; and Australian and United Kingdom programming exports in the last decade. Moran argues that distribution is the crucial link in a chain that dictates the consumption and purchase of television content. Consequently, New Flows in Global TV will be a key text for scholars of global media, providing comprehensive insight into the cultural, social and economic exchanges underlying media programming.

"Addressing both the scope and the significance of television program format transferthe practice of using the basic idea of a program to produce a new version of that programthis book details this rapidly growing area of the international television distribution system. Also addressed is the remaking of a program by the television industry of another nation, highlighting issues of meaning and cultural identity of national audiences."

This volume presents a series of papers concerned with the interrelations between the postmodern and the present state of art and design education. Spanning a range of thematic concerns, the book reflects upon existing practice and articulates revolutionary prospects potentially viable through a shift in educative thinking.

The previous chapter introduced in broad brushstrokes the issues at stake in this study, beginning with a critique of globalization and moving on to sketch in finer detail national television systems, the role of local content, and the economic importance of formats. The chapter concluded with a brief overview of the vagaries of copyright law as it applies to formats. Here, we initiate a discussion of Asian television systems beginning with a much different perspective on the ramifications of cultural borrowing. In this context we note that the format business straddles the divide between creative endeavour and innovation on the one hand, and slavish imitation on the other. This polarization manifests in widespread misunderstanding of the goals of format producers and distributors, and the role that formats play in the shaping of television schedules. We need therefore to flesh out the in-between issues. These are primarily concerned with the relationship between the format and its localization, television consumption within ‘cultural continents’, and changes in media systems. Taking this further we note the relationship between production and reception within Asia, the growth of television industries in the region and the relationship between formatting and new media distribution platforms that use interactive technologies allowing viewers to feedback responses. This exercise enables us to identify an alternative list of conceptual tools to those championed by political economy scholars.

In March 2001 a Japanese newspaper report entitled ‘Indians are addicted to a quiz show’ drew attention to a phenomenally popular television programme in India – a quiz show that attracts millions of viewers in which challengers strive to win prize money (Asahi Shinbun 2001). What was particularly eye-catching for the journalist was the profligately decorated studio set located in Mumbai (Bombay) and the caring guidance of the MC, a film star famous in India. The name of the show, as you might have already inferred, was Who Wants To Be A Millionaire?.

Hong Kong is famous internationally as a financial market, a shopping paradise, and Chinese film production hub, but notoriously (and perhaps even attractively for some) Hong Kong is also a hotbed of piracy of computer software, DVDs, watches and toys.1 While many cultural products such as television dramas and movies are original and quite reputable in the region, media critics argue that the copycat phenomenon, which includes borrowing, inserting and modifying other cultural texts to augment local production, is common in the media and entertainment industries (Fung 1998). Whenever a new form, style, or popular culture trend emerges in Hong Kong, market forces soon kick in to replicate it. However, this kind of reproduction, as shown by the history of cultural production in Hong Kong, does not necessarily lead to a degradation of programme quality. Reproduction is not only a savvy strategy to reduce the financial risks inherent to new products, but also aims at producing ‘improved’ versions which can reap more profits for the industry.

Unlike smaller nation-states in this study the People’s Republic of China has never really countenanced a scarcity of domestic television content. Supply has been constant, indicating both the importance and the sheer size of the sector. The nationalized broadcast media has for several decades churned out cheaply produced films, documentaries, dramas, and news programmes. During the last two decades of the twentieth century, however, audience demand for domestic content began to wane as more as more international programmes found their way into schedules, particularly in southern China. China’s accession to the World Trade Organization in December 2001 seemed to herald soul-searching among its media mandarins. What would happen? Would China be inundated by foreign content (the worst case scenario) or would China, as it has done over time, absorb and regulate foreign influences?

From time to time certain television shows ‘stop the nation’. In 2002 the localized version of the Celador licensed format2 Who Wants To Be A Millionaire? glued over a third of Indonesian television households to their screens at 7pm on Saturday nights.3 Is it the vicarious thrill of winning undreamed-of riches in a country which has been the slowest to recover from the Asian economic crisis of 1997 that attracts the audience? Circuses without bread? Perhaps, but this phenomenon is probably not profoundly related to local matters. We need look no further than the thin, phosphor coated screen. Millionaire, as it is referred to in television circles in Jakarta, is entertaining television. As other chapters testify, it has wowed viewers in countries in very varied economic circumstances. Millionaire is just one of a number of quiz and game show formats screening across all channels in Indonesia and is representative of the core business of international format providers in Indonesia which has been growing steadily since 1994.

Television has been called ‘a Western-originated project’ (Barker 1997: 5) and an institution of Western capitalist modernity. The global circulation of Western-centred, or more specifically, American-centred cultural products, contributes to the formation and dissemination of a global shared culture that reaches across the boundaries of nation-states. In the process American cultural products play a role in the formation of local television cultures.

This volume is divided into three parts: 'Adaptation and Local Production in East Asia', 'Formats, Clones, and Generic Variations' and 'New Television'.

In the eyes of many observers the Philippine cultural icon that is synonymous with travel, as well as being the subject of numerous advertisements is the jeepney, a public-transport vehicle assembled in the style of the US military jeep but lengthened to accommodate from fourteen to twenty-two sitting passengers. What distinguishes the jeepney from run-of-the-mill public transport however is its artistic décor: a clutter and kaleidoscope of various artefacts from miniature steel horses dotting the hood, to massive, jazzy plastic or steel billboards announcing the name of the jeepney, to murals painted in fiesta colours at the sides, to a bizarre combination of items in the front windshield juxtaposing conflicting images of the Sto. Nino (the baby Jesus Christ) and stickers with sexually risqué messages.

Taiwan residents enjoy one of the most abundant television diets in East Asia. Eighty per cent of households subscribe to cable television services, offering a buffet of more than eighty channels including niche and full service channels. Taiwan’s television industry, while relatively small in comparison with its competitors in East Asia, has established a reputation for creatively re-generating formats developed elsewhere.

Television programme format adaptation is becoming an increasingly significant phenomenon in India as it is in many other countries with an active domestic television industry. Some obvious successes stand out in recent years, such as Kaun Banega Crorepati, the licensed adaptation of Celador’s global format success Who Wants To Be A Millionaire?, and C.A.T.S., a licensed Hindi version of the US detective series Charlie’s Angels. However, sensitivity to local cultural nuances has been critical to their popular reception by Indian audiences. Yet despite a few high-profile licensed adaptations or copycatting, there are far more instances of unlicensed adaptations or cloning, sometimes subtle, other times not.