Friday, October 23, 2009
MTV, meanwhile, sidesteps such criticism and downplays its role as a conduit to export American culture. While it's 64 channels world-wide feed teens' hunger for American music, they play local stuff too. In fact the network insists on 70 percent home-grown content. That means local veejays in Bombay belt out Bollywood soundtracks. In Shanghai, MTV plays Chinese opera arias. Looking outward, MTV scours the world for emerging local bands and exposes them to international audiences.
MTV is not alone in its discovery that global markets want more than homogeneous, plain vanilla content. Instead, it's shows that are in tune with regional cultures that really sell. Everyone from CNN to Disney is "de-Amercanizing" their global channels. In addition, international programming is making its way onto the U.S. airwaves. Globalization is growing.