The Internationalization of Food Television Show Formats
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Esposito, Angela (2018) International food television show formats in the digital era. PhD thesis. https://theses.gla.ac.uk/30925/ Copyright and moral rights for this work are retained by the author A copy can be downloaded for personal non-commercial research or study, without prior permission or charge This work cannot be reproduced or quoted extensively from without first obtaining permission in writing from the author The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the author When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given Enlighten: Theses https://theses.gla.ac.uk/ [email protected] International Food Television Show Formats in the Digital Era Angela Esposito MSc Media Management Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy School of Centre for Cultural Policy Research of Culture College of Creative Arts University of Glasgow October 2018 I Abstract A recent pattern has emerged amongst some of the top television production companies in the world – a global investment in a new style of television show format. Food television show formats such as Channel 4’s The Great British Bake Off in the UK and Fox’s Hell’s Kitchen in the US have consistently topped television ratings and attracted millions of viewers in every episode aired in their home counties and abroad. A range of publications argue that there has been a global demand for factual television formats, yet existing literature has focused primarily on dramas, talent shows and game show television format genres. From a production perspective, this thesis aims to respond to these industry changes and the gap in the literature by examining the media branding techniques employed by media managers that have contributed to the development of international food television show formats. It analyzes the distinct challenges and opportunities food television format producers of shows such as Endemol Shine Group’s MasterChef undergo when adapting food formats in international markets. Furthermore, it investigates production decisions around multi-platform strategies. This includes the adaptation of food television show formats onto multi-platform distribution channels such as catch up television like Netflix, Amazon Prime, format brand websites and social media channels like Facebook, Twitter, YouTube, and Instagram in order to acquire additional revenue streams. This thesis examines the managerial decisions that have helped aid the cooking show into becoming a successful, global television format. The research findings are based on a mixed-method qualitative approach featuring 15 qualitative interviews with industry experts from major production companies such as Endemol Shine Group and FremantleMedia and celebrity television chefs, such as BBC One’s MasterChef’s Gregg Wallace and former Food Network star, Paula Deen. The outcomes of this research provide an empirical analysis of the complex relationship between new media technologies, food television and the internationalization of global television formats. Furthermore, this thesis provides a snapshot of a specific and current media trend that exists within a wide scope of media industry practices and aims to provide valuable insights and build on existing media management, multi-platform, and media production theory. II Table of Contents Abstract ..................................................................................................................... II Table of Contents .................................................................................................... III List of Tables ............................................................................................................. V List of Figures .......................................................................................................... VI List of Appendices ................................................................................................. VII Acknowledgments ................................................................................................ VIII Author’s Declaration .............................................................................................. IX Chapter One: Introduction ...................................................................................... 1 1.2 Key Terminology .................................................................................................. 2 1.3 Motivations for Research ...................................................................................... 8 1.4 Research Questions and Organization of Thesis ................................................ 12 Chapter Two: Literature Review .......................................................................... 15 2.2 The History of the Cooking Shows in the United States and the United Kingdom (1940s-now) .............................................................................................................. 17 2.3 The Rise of the Food Television Show Format .................................................. 21 2.4 Managerial Challenges Associated with Adaptation .......................................... 27 2.5 Multi-Platform Expansion Strategies .................................................................. 34 2.6 Conclusion .......................................................................................................... 40 Chapter Three: Research Methodology ................................................................ 45 3.2 Qualitative Research Methodology ..................................................................... 46 3.3 Multi-Method Research Methodology ................................................................ 48 3.3 US and UK Rationale .......................................................................................... 61 3.5 Ethical Considerations ........................................................................................ 62 Chapter Four: The Internationalization of Cookery Television ........................ 65 4.2 Favorite Food Formats: Light Entertainment and Cooking Competition ........... 68 4.3 A Participant’s Journey: Storytelling and Identification with Contestants ......... 79 4.4 The Role of the Hosts: Expertise and Audience Expectations ........................... 82 4.5 The Role of the Food .......................................................................................... 87 4.6 Conclusion .......................................................................................................... 90 Chapter Five: International Customization for Adapting Food Television Formats .................................................................................................................... 95 III 5.2 Brand Identity and Protection ............................................................................. 97 5.3 Managing International Business Cultures ....................................................... 103 5.4 Creative Freedoms and Constraints .................................................................. 108 5.5 MasterChef Case Study ..................................................................................... 110 5.6 Conclusion ........................................................................................................ 122 Chapter Six: Multi-Platform Strategies .............................................................. 127 6.2 Multi-Platform Strategies for Food Television Show Formats: Commercial Advantages and Extending Brand Reach ................................................................ 128 6.3 Costs and Risks of Adaptation .......................................................................... 145 6.4 Managing Risk for Food Television Show Formats ......................................... 153 6.5 Conclusion ........................................................................................................ 159 Chapter Seven: Conclusion .................................................................................. 164 7.2 The Rise of Branded Content ............................................................................ 165 7.3 Food is Special: The International Language of Love ...................................... 173 7.4 Managing International Expansion ................................................................... 177 7.5 Utilizing Digital Platforms ................................................................................ 178 7.6 Limitations of this Research ............................................................................. 181 7.7 Further Research ............................................................................................... 183 Appendix 1: Ethical Interview Consent Form ........................................................ 188 Appendix 2: Abbreviations ..................................................................................... 189 Appendix 3: Research Diary ................................................................................... 190 Appendix 4: Kumar’s Perspective of Objectives .................................................... 193 Appendix 5: List of Television Programs ............................................................... 194 List of References .................................................................................................. 197