Creating Content That Travels! - International Content and Distribution by Wendy Todd

I learned that there are a number of factors when it comes to creating international programming. What resonates in the states doesn’t necessarily translate abroad.

For Lino Garcia, General Manager of ESPN Deportes, which has been in the international business for over 20 years, soccer is a big draw for the Hispanic community. “Soccer is key among Mexicans and among the population we service, (a community of 20 Spanish speaking countries). Soccer travels well across borders,” Lino explains. For other networks that provide original scripted programming, the international approach is different.

Portia Archer, Vice President of International Distribution and Video on Demand at HBO says, “We focus on compelling quality distinct content. We work with creators who have a specific point of view. In terms of what travels, again HBO is centered around high quality and universal themes. Those attributes tend to travel well.” Mark Walton is the Executive Vice President of Sponsorship and Corporate Development for The Africa Channel. First, I loved him because he introduced himself by beating a toy drum! He went on to explain that his channel faced a different set of challenges when launching an international network.

“We have Africa as our content piece. Unfortunately the world has not had as favorable a view of Africa,” Walton explains, adding that demystifying the content was the first issue at hand in terms of approaching programming for the channel. I found that to be very interesting. Another issue I hadn’t even considered was that in terms of programming internationally was the fact that when trying to sell a lifestyle show, obviously the socio-economic factors color what people will respond to.

Jene Elzie, Vice President of Sales and Strategic Planning of Comcast International Media Group, explained that when attempting to distribute the G. Garvin show on the TV One overseas, it didn’t sell in Africa as they thought, because though Africa’s middle class is increasing, a lot of the audience didn’t have access to the ingredients, and as a network, you don’t want to make viewers feel as if the goal of the show-therefore the lifestyle is unattainable. Hungary was actually the first country to buy the show. Wow! That was surprising.

So when it comes to creating or distributing content for and to an international audience, there are a lot of factors that have to be considered and it goes beyond the books. It takes a real understanding of other countries and cultures and how they live and what makes sense for them. I’ve been motivated to seek out some programming that goes beyond the states. I’ll be getting my media passport!