chapter  5
58 Pages

North America: world provider

The United States The United States' television industry is by far the largest anywhere in the world, dominating television worldwide. This dominance creates worries and concern wherever American programmes are shown, and that means almost everywhere, from Egypt to the South Pacific. Later chapters discuss this. However, as this chapter shows, the forces that determine what is produced in the United States with its population of 240 million are mostly domestic. The two or three billion people in export markets who are also exposed to American television have a small influence on the conduct of the US television industry. Quite simply, US television responds to the $23 billion of advertising expenditure it receives inside the United States, not the half billion it receives from export markets. For American television dollars, not minds, count.