My speciality. Шепелева М.А - 18 стр.

        The 1991 Persian Gulf War proved a boon to the global market for hard
news as well. $ CNN's worldwide reach and already-established linkages with
governments and media systems made it the conduit through which information
and arguments instantaneously passed back and forth between allied and hostile
bureaucracies. Diplomatic and military maneuverings ebbed and flowed as private
citizens watched and public opinions were shaped.
        These and other developments likely to follow will further expand the
global program marketplace and its importance to the U.S. media as we move
toward the year 2000. We should not attempt to shape these new outlets and
systems into occupied dependencies for U.S. producers. The number of nations
that already compete with us on the international program market would make
such media imperialism impossible, even if we sought it. Rather, the richer and
more multifaceted the world electronic media environment becomes, the greater
will be the opportunities for joint ventures, program exchanges, and the
diversification of radio and television product available to U.S. consumers as well.
As other areas of U.S. industry are learning, we can no more expect other countries
to buy our products blindly than we can expect U.S. consumers to ignore appealing
products from other lands. The global marketplace that the electronic media are
helping to fashion will be a highly competitive arena in which product quality
becomes much more important than national origin. As media professionals, the
stakes for us are very high. We cm either seize the opportunity to expand our
industry into new technologies and locales or devote most of our energies to
protecting what we inherited from the radio/television entrepreneurs who preceded
us. Choosing the latter course can be the road to stagnation, with Hollywood and
our entire program production infrastructure in danger of becoming the next
Detroit.
        Truly international production/distribution and consumption of
radio/television content will inevitably broaden U.S. programming tastes just as
German and then Japanese engineering and marketing triumphs established new
preferences in the cars we drive. Virtually every major U.S. studio and network is
now actively pursuing foreign coproduction deals and other joint ventures. We do
not yet know whether such trends will diversify or homogenize electronic media
content. But we do know that most successful members of our profession will, in
the new millennium, be part of truly international enterprises. As Mel Harris,
president of Paramount Pictures television group, observes, "'It's a natural result of
the expanding global market and desire to tap into new creative forces. You're just
not going to meet the needs of the European market by producing in Hollywood.
We've been an international distributor. The next step for us is becoming a
worldwide producer.' "n
        "A ship in a harbor is safe," U.S. philosopher John Augustus Shead once
wrote, but that is not what ships are built for. "12 In times of major turbulence,
however, the open sea is often safer because the vessel will not be buffeted and
broken on the shores of a too-confining anchorage. As you begin a career in the