ABSTRACT
This chapter presents a case study of a recent on-demand digital TV initiative to provide subtitled foreign drama in Britain. It explores the ways in which the foreignness of the dramas is incorporated into the Walter Presents branding strategy, asking what this suggests about viewers' perceived attitudes towards subtitled drama at the present moment, thus contributing to the discussion of the shift in such attitudes. The chapter explores the ways in which paratextual material created by viewers potentially undermines this strategy for presenting foreignness, as well as the Walter Presents brand more generally. It considers the extent to which the foreignness of the dramas and the fact of subtitling are foregrounded in the industry-created thresholds through which viewers access the dramas that feature on Walter Presents. The chapter considers four different types of viewer-created paratexts, focusing in particular on the extent to which the foreignness of the dramas is foregrounded and on challenges to the Walter Presents brand.
