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TELEVISION FILM'S FOREIGN MARKET ... A New Horizon For The Industry
By HAROLD GOLDMAN President, NTA International, Inc.
THE burgeoning television industry outside of the United States is rapidly assuming an important role in the overall planning of TV production and distribution companies.
The foreign market today offers one of the greatest areas of expansion in our industry. Results accomplished during the past year have served to strengthen that conviction in no uncertain terms. As a consequence, increased efforts are being expended in that area. At NTA, we have organized, not too long ago, NTA International, Inc., which is to supervise our television and theatrical activities throughout the world. * * *
There are approximately 25-million television sets in operation today in more than 50 countries outside of the United States. Sales opportunities abound in the United Kingdom where more than 9-million TV sets are in operation.
A study of the foreign markets reveals that Great Britain is the most important market today for the sale of television properties. Second place honors must go to Canada with a set count in excess of 3-miliion. Australia ranks third in importance serving more than a half-million receivers.
Japan, with more than a millionand-a-half sets, is enjoying a television boom and is rapidly taking its place among the leaders in searching the market for suitable product.
To take care of the needs of this increasing world-wide activity, the production and distribution com
panies are keeping close touch with developments and adding to their staffs. As President of NTA International, I will be making constant trips to our international offices to keep abreast of events and gear our operations to meet prevailing conditions.
Foreign stations are constantly on the alert for good product. Features and half-hour series are enjoying wide popularity in all areas. While there is an over-abundance of product at the moment, the demand will be increasing as more and more stations begin operations and additional sets make their appearance in homes.
In line with the expanding television picture overseas, income from that source is constantly on the upswing. In the not too distant future, receipts from foreign distribution should equal at least one-third of the total gross billing of companies engaged in international operations.
As the foreign picture becomes brighter, co production endeavors with producers in other countries will increase. We, at NTA, have recent!y entered into an association with the British Broadcasting Corporation for the production of "The Third Man," a 39-week series starring Michael Rennie. We plan to undertake similar co-production deals in other countries. Current plans call for such arrangements to be made with governmental and independent agencies in France, Italy, Japan, Canada and Australia.
NTA's activities in the international field have now expanded into ten countries.
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