"The most striking impression is the fact that little research exists. Our review touched studies and discussions of many kinds, all with some relation to the central question, "What are the effects of cross-cultural broadcasting?" Much of what we found is based on fear or undue optimism. The lack of studies firmly rooted in data: this is the overriding fact about this inquiry. While the image of cross-cultural broadcasting may be one of the ''cultural'' interchange, the reality is that of the marketplace. Commercial values are the rule; non-commercial broadcasting is not a major competitor to commercial programming. Programmes intended for any type of social improvement are rare. If they exist at all, they can be found on radio much more than on television or in films. General entertainment programming has a definite social value, but most observers would hope for programming more explicitly geared to the social needs of their diverse audiences. Furthermore, imported entertainment programmes produced for foreign audiences penetrate the host culture in ways that are not understood. Lack of understanding generates uneasiness and fear." (Implications of this report, 40)