DOCUMENT RESUME ED 309 753 IR 013 864 AUTHOR Sepstrup, Preben TITLE Transnationalization of Television in West Europe. Working Paper No. 13. INSTITUTION Aarhus School of Business Administration & Economics (Denmark). PUB DATE Dec 88 NOTE 157p. AVAILABLE FROMDepartment of Marketing, Aarhus School of Business Administration & Economics, Ryhavevej 8, DK-8210 Aarhus V, Denmark (free). PUB TYPE Viewpoints (120) -- Reports - Research/Technical (143) EDRS PRICE HF01/PC07 Plus Postage. DESCRIPTORS Cable Television; Communications Satellites; *Culture Contact; Foreign Countries; Imperialism; *Information Technology; *Information Transfer; Mass Media; *Mass Media Effects; Media Research; *Public Television; Tables (Data); Telecommunications; Television Research IDENTIFIERS *Europe (West); *Media Imperialism; Transborder Information Flow ABSTRACT Based primarily on data from public service broadcasting, this study had two major purposes: to develop a framework for understanding, conceptualizing, and measuring international television flows and the effects associated with these flows; and to establish a background of facts on international television flows in Western Europe. Secondary purposes include an evaluation of the "media imperialism" thesis as an explanation of the patterns of flow that can be observed; and an investigation of the validity of researchers' and politicians' claims that the United States dominates Western European television. The first of five chapters in the report describes the purposes of the study and provides a review of earlier research. The second chapter outlines the conceptual framework of the study and describes transnationalization of supply and consumption of television broadcasting. Addressing the second major purpose of the study, the third chapter provides data on transnationalization of television in Europe. Discussions of the media imperialism thesis and both positive and negative effects of transnationalization are presented in the fifth chapter. The final chapter outlines policy and research implications of the study. The report includes 28 tables, an extensive list of references, and three appendixes which include a review of the empirical research on which the study is based and the absolute data from which the tables were derived. (GL) * Reproductions supplied by EDRS are the best that can be made * * from the original document. * Working Paper No. 13 December 1988 Preben Sepstrup TRANSNATIONALIZATION OF TELEVISION IN WEST EUROPE Free copies can be obtained from: Department of Marketing Aarhus School of Business Administration & Economics Ryhavevej 8 DK-8210 Aarhus V, Denmark Tel.No. (06) 15 55 88 ISSN 0901-4446 125088 3 Preface This study is published as a 'working paper' because (1) it allows a distribution without charge (2) I have not been able to find a publisher with an international distribution capacity who could identify a commercial market for a book based on this manuscript. The text is final, not a draft even though the lay out needs a final touch and the manuscript has not been copy edited by anyone with English as a first language. I am grateful to a number of persons who have critically read the first draft and offered a number of suggestions which I have used for improvements: Morten Giersing, UNESCO Oluf Hu ken, Sweden's Radio JOrgen Poulsen, University of Roskilde Karen Siune, University of Aarhus Erik Nordahi Svendsen, Denmark's Radio Mariann Holmslykke has typed the manuscript. The Aarhus School of Business Administration and Economics gave me the grant which was necessary to carry out the project. .1 CONTENTS Chapter 1 BACKGROUND 1 PURPOSE 1 EARLIER RESEARCH - A CRITICAL NOTE 3 Chapter 2 CONCEPTUAL FRAMEWORK 7 TRANSNATIONALIZATION OF SUPPLY 12 THE MULTILATERAL DIMENSION 12 THE BILATERAL DIMENSION 12 THE NATIONAL DIMENSION 13 TRANSNATIONALIZATION OF CONSUMPTION 13 THE MULTILATERAL DIMENSION 13 THE BILATERAL DIMENSION 14 THE NATIONAL DIMENSION 14 SUMMARY 15 Chapter 3 TRANSNATIONALIZATION OF TELEVISION IN EUROPE 16 TRANSNATIONALIZATION OF SUPPLY OF TELEVISION 16 THE MULTILATERAL DIMENSION: T(m)-S 16 THE BILATERAL DIMENSION: T(b)-S 17 THE NATIONAL DIMENSION: T(n)-S 18 'fransnationalization of television supply in specific countries: p.) T(n)-S 19 The national background of transnationalization: T(n)- S /CO 21 Chapman et al(1986) from 1977 22 NOU 1982:30 from 1977 and Mills (1985) from 1980 24 Pragnell (1985) from 1982 24 Varis (1985) from 1983 26 Sarkkinen (1984) from 1983/84, Finland 27 Schlesinger (1986) from 1983, Great Britain 25 EBU (1986) from 1986 28 Denmark, 1984-87 28 Television programming in Europe 2(1987) from 1986, West Europe 30 Transnationalization and programme categories 30 Transnationalization and time of day 43 Transnationalization and commercialization 35 CONCLUSION ON THE TRANSNATIONALIZATION OF SUPPLY OF TELEVISION 37 TRANSNATIONALIZATION OF CONSUPMTION OF TELEVISION 40 THE MULTILATERAL DIMENSION: T(m)-C 40 Programme categories 42 THE BILATERAL DIMENSION: T(b)-C 44 THE NATIONAL DIMENSION: T(n)-C 46 Transnationalization of Danish television consumption, 1984-87 47 Total transnationalization, Denmark 1984 50 CONCLUSION ON TRANSNATIONALIZATION OF CONSUMPTION OF TELEVISION 52 Chapter 4 DETERMINANTS AND EFFECTS OF TRANS- NATIONALIZATION 54 DETERMINANTS OF TRANSNATIONALIZATION 55 THE MEDIA IMPERIALISM THESIS 55 Outlines of 'media imperialism' in the literature. A discourse57 CONSEQUENCES OF TRANSNATIONALIZATION 64 NEGATIVE EFFECTS OF TRANSNATIONALIZATION 65 POSITIVE EFFECTS OF TRANSNATIONALIZATION ce Chapter 5 IMPLICATIONS FOR POLICY AND RESEARCH70 POLICY IMPLICATIONS 70 RESEARCH 72 REFERENCES 73 ANNEX 1: BACKGROUND OF EMPIRICAL RESEARCH ON TRANSNATIONALIZATION OF NATIONALLY DISTRIBUTED TELEVISION... 84 2: A SHORT NOTE ON EXPORT DATA 91 ANNEX 3: BACKGROUND, DETAILS AND ABSOLUTE DATA RELATED TO TABLES 1-28 91 Table 1: Imported shares of supply of nationally distri- buted television hours in twelve West European countries and four big 'television countries'. 1970-72. 93 Table 2: National background of imported, nationally distributed television hours to six West European countries. 1977. 94 Table 3: National background of imported nationally distributed television hours in Norway. 1982. 95 Table 4: Imported shares of supply of nationally distri- buted television hours in sixteen West European countries. 1982. 96 Table 5: National background of nationally distributed television hours in fourteen West European countries. 1983. 97 Table 6: National background of imported nationally distributed television hours in fourteen countries. 1983. 98 Table 7: Nationally lx....-:kground of imported nationally distributed television hours in Finland. 1983-84. 99 Table 8: National background of nationally distributed television hours in twelve West European countries (twenty-six channels). 1986. 100 Table 9: Share of drama programming hours produced domestically and imported from the USA and 'other countries' in seven West European countries. 1982. 101 Table 10: Programme categories' share of totalsupply of television hours in fiveprogramme categories in eighteen West European channels. 1983. 102 7 Table 11: Programme categories' shares ofimport of television hours in fiveprogramme categories in West Europe. 1983. 103 Table 12: Imported shares in six WestEuropean countries of supply of television hours inseven time bands. 1977. 104 Table 13: Imported sharp,, of supply oftelevision hours in fourteen West European countries, 'all hours'and 'prime time'. 1983. 105 Table 14: Supply of nationally andmultilaterally distri- buted television hours in tenprogramme categories. Borlange, Sweden. 1985. 106 Table 15: Consumption of nationally andmultilaterally distributed television hours in tenprogramme categories. Borlange, Sweden. 1985. 107 Table 16: Consumption of nationally distributedtelevision in Denmark according to background variables.1984-87. 108 Table 17: Domestic and imported shares ofconsumption and supply of television hours before and after7.30pm. Denmark. 1984-87. 109 LIST OF TABLES SUMMARY OF MEASURES OF TRANSNATIONALIZATION 15a Table 1:Imported shares of supply of television hours in nineteen West European countries. 1''70-87. 19a Table 2:National background of imported television hours to six West European countries. 1977, six weeks. 22a Table 3:Share of supply of television hours imported from the USA and West Europe in fifteen West European countries.1982. 24a Table 4:National background of supply of television hours in West Europe. 1983, two weeks. 26a Table 5:Share of supply of television hours imported from the USA and West European countries in fourteen countries. 1983, two weeks. 26b Table 6:Share of imports from the USA and West Europe in four- teen West European countries. 1983, two weeks. 27a Table 7:Share of total supply and total imports of television hours from West Europe and the USA in eight West European countries. 1985. 28a Table 8:Share of total supply and total imports of television hours from Nordic countries, West European countries andthe USA to Denmark. 1984 -87, ten weeks. 29a Table 9:Share of total supply and imports in twelve WestEuropean countries (twenty-six channels) from the USA, West Europe and other countries. 1986. One week. 29b Table 10: Share of drama programming hours produceddomestically and imported from the USA and 'other countries' in seven West European cou.ntries. 1982. 31a Table 11: USA share of cinema film and 'otherdrama' hours in six West European countries. 1982. 31b Table 12: Imported shares of supply of televisionhours