Strategies of adaptation and commercialisation from global entertainment tv-formats on the basis of the endemol company

Seminar paper from the year 2008 in the subject Communications - Media Economics, Media Management, grade: 2,0, Technical University of Ilmenau (Institute of Media and Communication Science), course: Organisational Communication , 36 entries in the bibliography, language: English, abstract: Globalisation can be recognized in different areas of the society. In the course of globalisation the national television markets will cumulatively be linked with each other. According to this the world is also getting close in the television-area. Different companies are following different strategies with different success. In the discourse of globalisation the dominance of western culture and his consumer society are often criticized. Another point are the tendencies of homogeneity of civilisations. These occur as a result of processes of standardization and lead to an affiliation of cultures. According to this, local traditions could be substituted step by step if the behavoiur of consumers and other fields of everyday occurrences adapt one another. The entertainment industry plays a special role in that context. It helps to develop and distribute the products in a commerical way especially in the fields of television, film, music, books and pc-games. The entertainment industry applies as mediator from different kinds and different worlds of living (cf. Bundeszentrale für politische Bildung 2006, website). Entertainment programmes are meanwhile seen to be effective in popularity and attractiveness. They regularly achieve high viewing figures. Within the entertainment section the international trading with specific broadcasting programmes has risen a lot. Since the meaning of the international formattrading has risen, a well known reality format is 'Big Brother' (distributed in 23 countries) (cf. Bundeszentrale für politische Bildung 2006, p. 9 and Hamilton/ Stevenson 2005, website). The Inventor is the endemol company which plays an important role in connection to the formattrading business (cf. Endemol 2006 a, website). The big sucess of 'Big Brother' and 'Who wants to be a millionaire?' have pushed the international trade with tv-formats at the end of the nineties and paved the way for a top-selling class of business. This termpaper discusses the global format trade in general and the strategies, that endemol is following to adapt tv-formats to local conditions. In Addition to that, there will also be explained the different types of acquisition or rather production. In the following the format 'Who wants to be a millionaire?' is used for explaining important and interesting facts about a tv-format with an international success. Finaylle a short conclusion and some critical aspects in connection with the format business conclude this term paper.