The global success of these four TV formats resulted in many television personalities looking for more of this content, encouraging producers to develop content that would have the ability to cross borders easily. The result of these efforts was the global trading of TV licensing rights, which became an international commodity. The period of the late 1990s was a dawn to the TV format industry. The basis of contemporary multi-billion dollar format industry, which features protective trade bodies, such as the Format Recognition and Protection Association, colourful award ceremonies and numerous super-formats that impress viewers all over the world were developed in the late 1990s.
The market expanded with the emergence of the two global production companies starting with the supply of the TV format commodities. Moreover, TV genres that were a little easier to format emerged during the 1990s. Europe was taking over the most activities of this trade from the United States of America. The demand for the TV formats also soared in the late 1990s with the rising number of broadcasters available and the high level of broadcasting systems (Doyle & Paterson, 2008:26).
The demand increased because most of these emerging broadcasters had no expertise to develop TV products that the audiences in the market needed. The presence of all these transformations in the TV formats industry brought about the large of an explosion of the trade in this market in the late 1990s (Shahaf & Oren, 2012:08). Another factor that led to the explosion of the TV format transnational trade in the late 1990s was the international expansion and the development of two television format powerhouses. The period of the late 1990s was one that was marked with rapid growth and development of the global television format producers.
One such producer is Jeremy Fox of the Action Time, who started selling the TV formats in Europe. His ability to start trading in the TV formats in European was enabled by the takeover of Action Times by Zenith, which was managed by Carlton Communications in the late 1990s (Moran, 2013:7). The directors of this newly expanded company started selling formats in Europe. These expansionary efforts made companies start selling formats abroad. Companies started rushing to expand and sell their formats to countries abroad after realizing that this was a way of
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