Exporting US programmes - distribution dynamics, and the changing role of research

Lisa Gregorian

This article describes the financial background driving the market in which U.S. programme distributors operate.

Exporting US programmes

Distribution dynamics, and the changing role of research

Lisa Gregorian

This article describes the financial background driving the market in which US programme distributors operate. It explains the role of export markets - eg European countries - for American product in this context, and the new importance of both product differentiation and marketing support. The profoundly enlarged responsibilities of researchers, reflecting changes in the US domestic TV market are noted. US distributors may increasingly become industry research partners in European and other countries.

Before examining the television programme market generally, it might be useful to...

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