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Communication Research
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AMERICAN TELEVISION IN THE INTERNATIONAL MARKETPLACE

MURIEL G. CANTOR

The American University

JOEL M. CANTOR

CRT Associates, Bethesda, Maryland

The power and influence of the American television industry in today's world market is examined. Based on interviews with media buyers and sellers from the United States and other countries, the argument is advanced that the goal of attracting large audiences dominates program selection. It is the audience in each country, with its own system of cultural values and beliefs, that ultimately decides the popularity of programs. This plays a decisive role in influencing the types of shows imported from the United States.

Communication Research, Vol. 13, No. 3, 509-520 (1986)
DOI: 10.1177/009365086013003012
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