The usage of facts and figures has been excellent here and the writer has not stepped back in accepting the fact that the Japanese television industry is highly influenced by the American industry. Then the trend of the Japanese television industry has been explained. The trend shifted towards more television shows from movies due to the huge boom in the popularity of television serials (Chun, 2006, p.368). Though American influence was present but since 1980s except some television serials imported from America others haven't fare well in Japan. American movie culture is still quite famous and people enjoy watching movies produced in Hollywood. The fame of television series' led to a decline in the movie audience and this lead to more filmmakers turning towards television industry, which only led to an increase in the popularity of television serials (Blumenthal et al, 2006, p.592). The importance given to a television serial is on the basis of its local touch that is the viewers don't really care if the serial is a copy from some other television industry what they really care about is the 'Japanese odor' in the serial. The solution to this situation was to import television shows from different industries and run them in Japan adding a local touch, which proved to be quite successful in the end. One of the example of such television show mentioned by the writer here is 'Who wants to be a millionaire'. The success rate of this show in Japan was huge though it was an imported show but the cultural touch relevant to Japan that was given to it proved outstanding. The Japanese version is mostly the same as of the version running in Britain but with some amendments like the appearance of celebrities as challengers. The draw back that this article has here is the mentioning of an international television show being popular when the writer himself mentioned that locally produced television serials are more liked by Japanese people. To level out this effect the writer than discusses a show that was imported from America but failed to make its mark in the Japanese television industry, the name of the program is 'Survivor'.
The cultural products that Japan exports are called culturally odorless as they do not depict any cultural theme of the country. It is in this context that the Japanese is called Mukokuseki which means something or someone lacking any nationality.
Now the writer directs his attention towards the television serials that are being exported from Japan. The interesting fact here that the writer mentions is the number of programs being exported by Japan is far more than imported. The writer also discusses the point raised by many critics who say that the largest shareholder of Japanese exported programs is animation and cartoons. This point is further supported by the fact that the writer presents, the fact is that animated programs produced in Japanese only consist of 1 percent of the total animated programs being produced by Japan confirming that they are being produced to export. The animation producers do not portray Japanese culture in the cartoons and games because they think that this is better for these programs as they are for export. (Gomery & Hockley, 2006, p.142)
By glocalizing, the Japanese are buying highly prominent program formats in the West and then localizing them according to the tastes of the Japanese. The author points that the format business is considered as a highly effective and