There are many ways of looking at culture and the globalization of television. Ultimately we are looking here at culture as the individual and collective synthesis of identity. In this sense, this chapter argues that the identities of television viewers around the world are becoming more multilayered with elements that are very local, regional (subnational but larger than the very local), and national. The newest layers of identity are supranational-based on culturallinguistic “regions” held together by language and cultural specifics, such as dress, style, ethnic types, religion, and values-and global. This chapter argues, however, based on an analysis of indepth interviews in Brazil, that the proportion of people whose identity is deeply globalized is actually quite small, that the traditional layers of identity at the local, regional and national levels are still the strongest for the large majority of people.