| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 100 === The huge success of Cool Britannia, Korean drama &; K-pop, cultural and creative industries, aka soft power, are considered key drivers in booting economic growth by Taiwan &; Mainland China governments. The key factor behind this success is internationalizing the unique local culture.
The objective of this study is to reveal the internationalization history, the factor &; the formula behind the World’s number one real-world entertainment media - Discovery Communications Inc. What challenges did Discovery confronted back to early 90s, and what competence the company built up through limited resources over the past 27 years, and how it adopted the success formula from Europe to Asia and make Discovery a global brand.
The research analyzes four cases which include Mythbusters, First Time Filmmakers, Everest and Fun Taiwan by the framework of standardization and localization vs. programming &; marketing. Through the process, this work reveals the key successful factor is localization either in programing or marketing. Therefore it creates a local-friendly platform to further engage local partners- viewer, advertiser, media &; government to take part in and achieve a multi-purposes success – the 5R synergy- Local Relevant, Rating, Relationship, Recognition &; Revenue.
Key words: internationalization, Discovery Channel, real-world entertainment, standardization &; localization
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