The reality of satellite TV provides the means to have truly global advertising. This raises the question of the effectiveness of standardized advertising versus locally produced ads. Problems of different languages and laws raise doubts about the effectiveness of pan-European ads. In European satellite broadcasting, English is the preferred language for programming since the satellites must cover a territory with 12 languages and 17 national borders. A study done on Sky Channel viewers indicated that the English language programs are unacceptable for many. Germans watch the English language programs for about a minute before deciding they have the wrong station. European programming is developing, but slowly. One of the reasons for using U.S. made programming is that producing quality programs for each country is too costly. One approach to language differences and the production costs of programming is a six-part series called “Eurocops.” It is a police series in which each country produces one episode based in the country with their own police, in their own style and with their own problems. Each broadcaster provides the episode produced in his country to the other five. The five are then dubbed into the local language and broadcast locally. The idea is to produce European programming but at a much lower cost per country than if each country had to produce all six shows. There is no question that cable, satellites, privatization and the advent of Europe 1992 will revolutionize broadcasting and create greater demand for global advertising.