Clearly, only the biggest and most flexible television companies are going to be able to compete complete in such a rich and hotly-contested market. This alone demonstrates that the television business is not an easy world to survive in a fact underlined by statistics that show that out of eighty European television networks no less than 50% took a loss in 1989.
Moreover, the integration of the European community will oblige television companies to cooperate more closely in terms of both production and distribution.
Creating a European identity that respects the different cultures and traditions which go to make up the connecting fabric of the Old continent is no easy task and demands a strategic choice - that of producing programs in Europe for Europe. This entails reducing our dependence on the North American market, whose programs relate to experiences and cultural traditions which are different from our own.
In order to achieve these objectives, we must concentrate more on co-productions, the exchange of news, documentary services and training. This also involves the agreements between European countries for the creation of a European bank will handle the finances necessary for production costs. In dealing with a challenge on such a scale, it is no exaggeration to say Unity we stand, divided we fall -and if I had to choose a slogan it would be Unity in our diversity. A unity of objectives that nonetheless respect the varied peculiarities of each country.
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