Heft 205e
Up to now foreigners, especially from the western countries, seldom import Chinese TV programmes. In this approach it should be focused on consumers, who are the last element of a complex value-added chain. One basic condition for the consumption of TV programmes labelled “made in China” is a specific knowledge transfer from the national market to foreign consumers. Strategies how to become more influential in the global TV programming market are derived from the consumer theory. But next to specific human capital, there are some demand barriers in the form of cultural differences. These barriers have to be transcended by different types of investments, which are discussed in this paper.
This paper is an extensive version of a speech which has been held at the "Oriental Television Forum", June 12th-13th 2005 in Shanghai, organised by Media Economy Research Center of Shanghai University, Dragon TV and Shanghai Academic Base of China TV and Broadcast Academy. A similar speech has been held at the International Conference "TV Programme Exchange between Germany and China" on April 28th-29th in Cologne, organised by the Institute for Broadcasting Economics in cooperation with the German Chinese Business Association.
The author is research assistant at the Institute for Broadcasting Economics, Cologne, Germany.
Table of Contents:
1. Introduction
2. Foreign Consumers' Experience with Chinese TV Programmes
3. Consumers as Utility Maximisers
4. Consumers Without Filmspecific Knowledge
5. Consumers and Cultural Differences
6. Outlook
References