A new study predicts the rise of a huge international market in programming, saying it will hit $5 billion in 1995, up from $2.8 billion last year. Study also says U.S. will supply $3 billion of that ’95 total and concludes that the world tv program production pie “is growing vastly bigger.”
The study, titled “The U.S. & Intl. Programming Production Market For TV & New Video Technologies,” comprises 606 pages in two volumes and was recently released by Frost & Sullivan Intl. at a retail price of $2,450.
According to Frost & Sullivan, the international market in tv programming totaled less than $1.5 billion in 1987, but “in country after country where television has been and continues to be privatized, expanded and commercialized, the demand for programming is spurring the growth of huge new volumes of production.”
Can’t meet demand
The New York – and London-based research firm points out that despite this demand, “the native production in these expanding markets cannot fill the demand, and may never do so.”
By the Frost & Sullivan estimate, the global tv industry currently reps more than $8 billion worth of programming if homegrown programming and inhouse productions by broadcasters are included.
The U.S. is the dominant supplier in the world market, with European television dominating the demand side in terms of the need for imports, according to the study.
Frost & Sullivan estimates that while U.S. program exports will increase to $3 billion 1995 (from $. 17 billion in 1989 and $1.9 billion last year), its share of all global trade will decrease to 60% of the market (from 71% in 1989 and 69% in 1990).
Similar trend is apparent on the import side, with Western Europe’s imports expected to reach $2.7 billion by 1995 (up from $1.6 billion in 1989 and more than $1.8 billion last year), but its share of all international trade is expected to dip to 55% in four years (from 67% two years ago and 66% in 1990 of the global total).
The study also indicates that non-U.S. programs will make rapid gains in the U.S. It figures that the U.S. imported $262 million of international programs in 1990, but that by 1995 that will have soared to $970 million.
The study details Canadian and Japanese programming markets as well as U.S. and European. Covered in less detail are Latin America, Asia, Australia, the Middle East and Africa.