No Longer ‘The Best in the World’: The Challenge of Exporting British Television Drama

Abstract

Within the broader context of globalisation and the transformation of world television markets, this article sets out to address the extent of British drama's international presence, and the factors which either promote or inhibit that presence in Britain's major television export markets in the United States, Western Europe and Australasia. Alongside an examination of recent policy debates, which raised concerns about the exportability of British drama series, this article pinpoints and assesses the culturally specific factors that affect overseas acceptance of British drama. These include the continuing decline of traditional public service channels, the different needs of distinctive nationally based television ecologies, and the growing demand for more locally originated programming. Sales of British drama are stagnant or declining, but alternative export strategies, including coproduction and the export of scripted formats, have had only limited success. Increasingly, Britain's export successes are dominated by programming genres (children's, factual) and entertainment formats, which can be indigenised and adapted by the receiving culture, and in their more ‘universal’ appeal are quite different from the identifiably British detective series, historical and literary-based drama on which Britain's international success was judged in the past.