The reception of global TV in Asia: An assessment of its impact on local cultures

This study examines the impact of global television on local cultures by comparing TV content and audience responses from India, Malaysia, the Philippines, Hong Kong, and Japan. It examines what negative values are portrayed and what local audiences perceive as the impact on their societies. Many of the negative values of global TV identified by these audiences could also be found in local programming. Indeed the display of different values could arguably depend more on a broadcaster's programming strategy than a specific programme's country of origin. In general the respondents did not believe that the negative values identified had any significant effect on local cultures or their own way of life. On the contrary, they perceived many benefits in the exchange of knowledge and culture. The findings indicate that the fear of cultural invasion from global television may not be warranted.