European Stars and Stripes (Newspaper) - June 23, 1991, Darmstadt, Hesse                                European shows finally filling booming stations by Mark Schapiro the new York times a in pc All to entertainment roads led. M. A a % straight to Hollywood a .01 to he a a b More , Burbank cahi., amen a Var  factory a. A. Now those routes veer off to Lon Don. Pans Milan Madrid and Munich capitals of a newly powerful european television business. European programmers no longer Kip up what. Ever  producers  Oiler. As a result America 11 image merchants who Only yesterday a were denounced As the  Eon clue rows of Europe,.Are lacing a competitive Battle Over 321 million potential television viewers \ a . And for the firs time. American  0 have to get us i Ilie tags that tie programs lies see Are no longer intended solely Lor them. Quot a tote Romance comedies arc very hard 1.0 sell outside the urn Ted slates a said Michael by Solo Mon. I lie president  la Levis Wisny. For. A r 1 to r .1 k  . A but i i you have a Sii Spe i 1  drama.  drama. That Sells abroad. That s he Typo i programme want.-, a it s got to june trial. Universal theme by and Oliai. Increasingly. Is what americans g ill Sec a Quot car  do in the Street ear makes the wrong turn ear blows up Quot is How Dirk 7,, the president of Gump w productions describes the formula for Success in the International Market a most of the 1 v nun in Ai e being made to Appeal to a Broad International audience because that s where you make yom Money. Guy lumps out of the car Guy i has some ods. Get \ hods u Ndoci Sta Nils  another top executive puts re simply a lust Gicca sex Power. That s translatable  american producers had grown accustomed to preeminence Riding High with a product a enter. Lammel that is americans second largest Export. Alter agriculture entertainment contributes $2.5 a a billion a year to the  Matanee of Trade. A a a a. But a Europe is no longer the i Dorado Lor american companies says Damele Lien Anu a director of Retel Lalia. A multinational Media com pan with Stu Hussni Italy spam Germany arid a France. A a a a a a. A a a a a a a ,. A genial and Irene ii. A orc Ano is the world s big Gest program buyer but he buys three or hair Serier a year now Dow n from 20 to 25 in the mid Kosa. A we love what amet ican. 1 has Given to . Says i org Zano a a but w e a re Eli rape aids a nil we a a a a. Now want to see european to id. A d .1 Oren Ano was among Itie dozens of european. Buyers w to  of Angeles last year for the a Anua  a Harvest of Tele vis Ion.  Fisi yet a arts it a Ereen Ings turned Inlo. N. Laughingstock when i i Ripeau buyers  at l he. Tolci bugs. A. A highly louled shows like cup Bock i he Flash a and. Fresh Prince of lie air were so idiocy Sci All  american that one of lie a 11 in i pan 1 s cum men cd a a a i Low Are we even going in subtitle a rap a a a a i a a a.  o. Exa Spei a led  a a a wanted 10  tie ii uni National Inai Ket. Hui these  did t  the world is. A Abc hit 1 is lifeguard drama a Haj watch Quot with David Elliis Schott left and Parker Swenson was 011 and off a Ani Erinn irl Evision too fast to notice. Now it has been revived As producers increasingly Cater to european taste for action dramas.  a. A a a a a a a a �.��. A a a a a a a a. Such an admission would have been both to. Politic and professionally impossible five years agn,.when up to.95 percent of be Chiseom s program schedules consisted of american imports. Murder Mil wrote 1 he i Jive Toal Hollywood squares and candid Cai Uera w Ere among the biggest hits. A. A a a a a but those were the , the years Whin a  revolution swept  l Rojic. Once restrained by government monopolies television 111 Western Europe grew trom 3x-channels in. 1w0 to More than 125 channels today. A As the new stations came Oil inc. All those empty screens needed to lie  the easiest and cheapest option was to buy. Off the shelf a. American programs. Amen eau producers thought they had hit a vein of Gold that would last Loie Vei. At the same Lime production costs in the United Stales were skyrocketing the studios began i cling on foreign sales to make up Slitor Halls but 111 Europe. Stations dial Weie desc Date lot Pioger in mag five years ago base holed then a suit ones and ate Une Sling in local Jioio Duclion and a rile the Eum Perii Community instituted a voluntary quota of 50 percent i a Irolean  broadcasts irom its member countries. Those numbers Are becoming less relevant daily 1 As the percentage of Ain Eriean program hours 01. A european television drops to   Plowright head of Granada television a in Britain said there is a preference Lor do Inesti Cally produced programs now especially Doc. Drama and topically based ministries. At the television festivals that relay through tile year from Monte Garin to Cannes to i of Angeles to new  Lei Elimon sales Meit deaf to shows like stockbrokers tie  is co it product ions a a  with Ai Nerit. Calls. A. Quot a. I.   the Fusi trans Allan a tic television Kenaf dark just ice a to  net ton Between Warner Brothers and i lie i is ate Span ish network tv3. Which , Liis  a a. A a Quot a. Oiler major a Nei eau Pio Duci is. Like 11 Earsa pinup w and. Disney  Cicala i alliances a with european partners. I Liege  plans Loic siiri get , sol Tireli Nik dance led after one so Basrut .1  Consol turn has Quot re Vised it for. Syndication Tixel fall. A smaller  ipod Pelion torts in eluding in s Wurl Dali a m i is s Ideo cold a a a -.  and Ilfe new -Voik-lrased.giibalvisioii. Which is developing an International a s Siul musician Igi am Lor inti mat ional dish i bunion Are. A also in the works a. A 1 .