Who Wants to be a Millionaire? The politics of television exports

Globalization developments are presenting television programme-makers with the possibility of expanding programme sales on the international market. This article focuses on the various initiatives of the UK government to support an export-led strategy, and evaluates the consequences of such a strategy on domestic programming. Highlighting the current trend towards the sale of programme formats, the article further considers whether the increased circulation of television programmes around the world points to a model of interconnectedness and heterogeneity or whether it reinforces unequal patterns of media flows. Drawing on interviews with government advisers and regulators, the article concludes that the promotion of an export-led strategy is economically and culturally flawed and is linked to the UK government's strategy to liberalize trade in services rather than a commitment to increase cultural diversity.