"Defense Of Localization" Under The Circumstances Of Globalization

Under the impact of economic and cultural globalization and integration, the production of the TV program is facing with the either-or choice between globalization and localization in terms of invention. Except for the market and industrial background, author deem that the localization of TV program' invention is also derived from the transformation of social culture, and the mutual influence, permeation and study between local cultural and alien culture during the period of industrialization, which the former cause the diversity of media demand among domestic audiences, and the latter produce the difference of media demand between east and west audiences. In this article, firstly, on the highlight of background of macro-development of TV industry, micro-demand of TV audience and transformation of social culture, we demonstrate the necessity localization strategy of TV program invention. Moreover, we elaborate the localization strategy of TV program invention from three angles, which include content, brand, culture and aesthetics of TV program. Finally, by the comparative analysis between the "original", imported and "clone" TV program, we make a normal generalization about some characters that above three program types shown during the process of localization.