Approximating cultural proximity and accentuating cultural difference: cross-border transformations in Asian television drama

This chapter examines the global flows of Asian television drama and argues that at times it is various approximations of cultural proximity rather than universally popular elements that enable the same dramas to be popular in numerous and diverse locations. In order to overcome very real barriers to cultural exchange, even in cases of geographical and cultural proximity, deceptive strategies that overhaul television programmes and camouflage their origins have long been (and continue to be) part and parcel of breaking into new markets both in Asia and in the West. Such strategies, three of which are discussed in this chapter, have enabled Asian television over the years to circumvent national prejudices, overcome cultural discount and take advantage of audience fondness for the recognizable and familiar