Spanning the globe for the elusive Franc.

At first look, the Francophone TV universe around the globe comprises some so million TV households. It's a market that spans 38 countries in four continents. It is a multi-ethnic, multi-religious market served by mostly French-made programs.

Although it is difficult to envision it from the Anglo-American vantage point, the French language rules supreme in many parts of the world, rivalling and in many instances surpassing English. In the countries where it is spoken, French radio and TV programs are vastly preferred to any other.

By the latest count, there are some 58 French-language stations and networks in operation in the world, some of them supported by the French government for the stated purpose of perpetuating French culture, particularly in countries once colonized by the French.

Latest statistics available puts the number of French speakers outside of France at around 105 million. Counting in those who only occasionally speak French -- as often happens in North Africa -- that total swells to more than 150 million.

In Africa alone, out of a total population of some 400 million, there are 25 countries where French is spoken and French-language TV programs are received and appreciated. Canal Plus' biggest expansion, for example (some 139 per cent), came from Africa, which now boasts 29,303 pay-TV subscribers In the Caribbean there are six French-oriented nations and in Asia two -- Laos and Vietnam.

From Paris, the Societe Nationale De Radio-Television Francaise d'Outre-Mer specifically focuses on the African nations where French is the language commonly used. It provides French national programs -- mostly free -- via satellite and videocassette, with the avowed purpose of maintaining French cultural ties.

This organization makes no attempt to produce its own programs for export. Instead, it transmits TV shows originally carried by the French public TV networks, France 2 and 3. In addition, there are also many French radio programs originating both in Paris and from London via the BBC World Service.

While the African Continent consists of an amalgam of cultures and the French languages serve as a kind of cultural cement, French programs are also broadcast in many other areas of the world, notably in Belgium, Switzerland, Luxembourg and Canada (Quebec). Parts of the Caribbean, notably Haiti, also speak French, and so do Lebanon and other North African countries including Morocco and Algiers. In addition, Italy is fully covered by France 2 TV signals

In central Africa, where local broadcasters are generally very poor, the French government trains radio and TV professionals and also has gifted local networks with satellite down-linking equipment, allowing them to pick up French programs.

In France, Belgium and Quebec, Francophone television relies mainly on home grown programming that is capable of garnering up to 50 per cent of audience share. Foreign programs, including high-end fiction and/or theatrical re,leases, barely reach the 20 per cent audience share except in a few special cases. Foreign language television in most of the French-speaking countries rarely amounts to more than a few hours a week of programming. A French sitcom like Helene et les Garcons has a much greater market share than any U.S. shows, similarly telefilms like Navaro or Commissaire Moulin, get better ratings than American imports

Francophone TV executives n often comprise intellectuals who have at one point in time worked for the public sector, especially in France, where private television is still considered in its infancy However, TFI has managed through market-driven programming to keep itself way ahead of its rivals. This is because TF1 seems to know how to react to the audience's moods prior to their zapping. The eternal question: "Who does what?" at the French public stations has long made it difficult to work with either France 2 or France 3 even though its former president Herve Bourges can only be complimented on what he has been able to achieve against the odds TVO Ontario/ TVO La Chain, a small but successful television network that, unlike most of the other Francophone television around the world, has fierce rivals since it is based in a Canadian/ English speaking environment. It has been able through its short history to establish itself as a strong voice in Francophone programming

The next step for Francophone television is to enter the foreign markets and strong efforts are made by some major players such as Ms, Marathon, AB Productions, Procidis (from France), Filmoption, Mediamax, Alliance (from Quebec).