Changing dynamics of the overseas marketplace for TV programming: The rise of international co-production

This article examines the recent strategy adopted by the US television production industry in coping with the changing worldwide media environment. Developments in the USA include the commercial networks' declining audience share, the increasing penetration of cable TV, and spiralling production costs; abroad, the coming of age and increased sophistication of the televesion industry and the strengthening of programme import regulations are significant. Access to foreign markets is becoming critical to the financial equation of US producers and distributors of high-budget TV programmes. International co-production is the response to the new dynamics of world-wide television programming and a product of economic necessities.