Discovery’s Localization Strategies
When American satellite television channels fi rst expanded into Europe, there was a belief in ‘corporate circles’ that cultural differences were diminishing and a global culture was emerging, and that English was seen as the coming universal language even in Europe (Chalaby, 2005b: 53). Although global broadcasters like MTV thought that the channel’s content had a universal appeal, by the mid-1990s, managers at MTV, for example, realized the need to adjust to more local conditions in Europe (Chalaby, 2002: 195). This chapter explores the dynamics of localization within the television landscape. It investigates how Discovery’s televisual culture approaches localization not only in Europe, but also in Latin America, and parts of Asia.