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Research into International Television Flows: A Methodological Contribution 19

of total consumption of television hours or as a share of consumption of
multilaterally distributed television.)

The Bilateral Dimension

T(b)-C is the consumption of television in a specific country which is bilaterally
distributed. (T(b)-C may be measured in hours or as a share of total consumption
of television hours. In principle T(b)-C also applies to a group of countries or
specific groups of viewers.)
T(b)-C/CO is the consumption of television in a specific country from a
designated country of origin which is bilaterally distributed.
(T(b)-C is the sum of T(b)-C/CO measures. T(b)-S/CO may be measured in
hours, as a share of total consumption of television hours, or as a share of
consumption of bilaterally distributed television. In principle T(b)-C/CO also
applies to a group of countries or specific groups of viewers. Notice that T(b)-C/CO
normally has two elements – consumption of domestic production from the
country of origin and consumption of imported programmes to that country –
which may influence a detailed calculation of an accurate T-C/CO – see next
section.)

The National Dimension

T(n)-C is the consumption of television in a specific country which is nationally
distributed and has been produced outside the country under observation.
(T(n)-C may be measured in hours, as a share of total consumption of nationally
distributed television or as a share of total consumption of television hours in the
country. In principle T(n)-C also applies to a group of countries or specific
groups of viewers.)
T(n)-C/CO is the consumption of television in a specific country which
is nationally distributed and has been imported from the designated country
of origin.
(T(n)-C is the sum of T(n)-S/CO measures. T(n)-C/CO may be measured in
hours, as a share of total consumption of nationally distributed television, as a
share of all consumption of imported, nationally distributed television hours, or
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as a share of total consumption in the country.)
T(m)-C, the T(b)-C and the T(n)-C measures may be added to one T-C measure
covering all transnationalization of consumption of television in the country
(region or group) under observation. This is also true for a parallel T-C/CO
measure.
A number of measures of transnationalization have been suggested above. 7
Depending on the unit of measurement most of them are addable. Some are
rather fictional constructions, others are relatively easy to administer. The exact
choice of measures depends on the purpose of registering transnationalization.
Generally it is important (1) to realize the diversity of the (first-level) transna-
tionalization effects of international television flows; (2) to be specific about the