The aim of this thesis is to investigate the position of DR, the Danish Broadcasting Corporation, on the national and international television market, and DRs ability to actively seek out international success. DR is renowned for producing highly professional television series, which have made a name for themselves in among others the United Kingdom, mainly under the umbrella term ‘Nordic noir’; but due to its public service obligations, DR is prohibited from employing an international hit strategy, which leaves its international success to chance.
By looking into the production and market structures affiliated with media and television in particular, the thesis argues that an international hit strategy is an obvious remedy to some of the ‘ills’ brought on by digitalisation to the media industry, which affect both public service and commercial agents alike. However, the traditional way of ‘serving’ a nation’s public conflicts with a pre-emptive international product and/or sales strategy, why DR – in lieu of the Danish government and its cultural policies – would have to re-interpret its way of doing so. A possible solution is to be found in the international need for cultural reflexivity, particularly called for by the EU as a means to strengthen the relationship between its member states. By incorporating cultural reflexivity into its television productions DR would effectively be serving both the national and the international community, which leaves room for a hit strategy aimed at both.
|Educations||MA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis|
|Number of pages||75|