ABSTRACT
This chapter examines the relative roles of local, regional and US television programming in a country importing most of its television programming. It focuses on the successful, two-station, Ecuadorian network owned by Xavier Alvarado Roca of Guayaquil. It investigates Ecuavisa's separate programming as further evidence of "cultural proximity", and it takes the theory from its previous national focus to the local level. Ecuavisa's own "national production" is the most important programming to the local audience. "National production" is the term used in the Third World for original programming. Entertainment trade magazine Variety also noted the success of local programs in March, 1993: "The cornerstone of Argentine programming continues to be locally produced shows, which outrate almost all Yank imports". Ecuador's vibrant media environment is also blessed with a history of press freedom. Xavier Alvarado Roca's willingness to underwrite national production offers a refreshing alternative to a common view of Latin American broadcast systems as cookie-cutter, profit-motive, US imitators.
