Sooner or later Global Tv will overthrow Local Tv
A global television channel that will be liked by the entire world population is possible, according to research from a German institute. The author of the research and chief executive officer of the Molln-based Sample Institut, Dr. Helmut Jung, says that to make it work, the tastes of people in various countries need to be taken into consideration.
A possible global television channel is ideal, yet, in practice, people in different countries have different program preferences. In the former USSR, 87% of the people who took part in the research wanted to see more full-length films, compared with a global average of 60%.
In the Middle East, 81% of the people wanted more home-produced news, as did 79% in Asia. Only about half the respondents from Western Europe, North America, and Japan felt they needed more domestically produced news.
In places where programming is left to television controllers instead of political or religious officials, television audiences are generally happy. Jung identified regions where many people were unhappy with programming schedules, including Central Europe, the former USSR, and Latin America — all having state-run television. In regions such as Western Europe and North America, which have independent programming, audiences were happy.
Despite his confidence that global television will eventually arrive, Jung thinks there is a more realistic alternative for the near future: “Multicultural Regional TV” or MRTV. Speaking recently in New York, Jung said,
“I’m convinced that the concept of global television is basically promising and that the process of globalization will continue and will first happen in the area of media and telecommunications. However, I’m also convinced that the idea of global television will be restricted to a limited number of channels and specific types of programs. There will be more options in the area of regional television within the next few years.”
Jung also said that global television’s time had not come yet. It would have to omit certain programs due to unpopularity in certain regions which other people might want to see. Viewers still prefer home-produced news, and cultural differences remain. For example, Asian audiences look for education, while Latin Americans and Europeans generally prefer non-violent programs.
Jung’s research has been supported by surveys that revealed that European channels such as Eurosport tempted more people to watch television. The presence of international channels, for example, increased the average number of hours of television watched by people in Austria, Germany, and Switzerland by 15% and southern Europe by 3%.
The implications of the globalization of television will be seen in the future. It is certain to strengthen the position of English as the top language for media in the world and will weaken the status of the languages of economically disadvantaged cultures. It seems that, despite increasing internationalism, national differences will remain.
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