One Big Idea by Ashwin Sashital: Glocalization – television in a world without boundaries

07 Mar,2013

By Ashwin Sashital, Vice-President, Business, Big RTL

 

Global television broadcasters have changed their programming to adapt to local needs and preferences in Asia, a surefire indicator of the glocalization of television broadcasting. It has made worldwide audiences available to the world’s leading broadcasters by tearing down barriers posed by time, space and national boundaries.

 

The development of ‘global television’ has prompted a theoretical paradigm shift in international communication research from imperialism to globalization.

 

Glocalization is actually borrowed from intersection of universalization (globalization) and particularization (localization). Globalization of television broadcasting is a two-way process involving ‘push’ and ‘pull’ exchanges of power between global and local players.

 

The conceptualization of glocalization is a two-way process involving push and pull or exchanges of power between global and local media giants.

 

Localization of programming content means a strategy adopted by companies to localise content in a stepwise approach. The language-by-language block approach or country-by-country approach seems to be the strategy to tackle the differences within a region.

 

Localization strategies in programming include broadcasting in the local language via dubbing or subtitling, rescheduling or repackaging programmes to suit local viewing preferences, buying materials from local studios and producing local programming through co-production or forming joint ventures with local sectors.

 

The future of globalization for most of the broadcasters depends a lot on programme localization. Rather than regarding globalization as a process that uniformly subverts local imperatives, it is a process of glocalization in which the local exercises influences in constituting the global.

 

So the degree of localization of content largely depends on the target audience, viewership base, popularity of channel and financial strength of the channel.

 

These challenges have initiated Global television broadcasters to adjust their programming strategies from rebroadcasting Western American versions of programmes in Asia to engaging in some form of local programming to suit each market’s taste. This is cultural or Media Imperialism.

 

So Going Glocal is the way.

 

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