This chapter examines the policy issues that influence the shape and contours of the TV GVC. As with any trading system, the global TV industry is based on a set of social and political values that are predominantly those of open societies and market economies. These values are not universal and the nature and amount of participation of a country into the TV GVC depends on its elites’ degree of adherence to such values. Thus, the first section devotes special attention to China, which has largely shut its doors to the global TV industry. The second section examines the policy alternatives that exist for those countries that wish to embark on the path of GVC participation and economic upgrading. The chapter argues that such a policy has three key prongs: it must take into account the globalised nature of the TV industry and support firms that are best positioned to perform in the global marketplace, harness the benefits of trade, and incentivise creativity through regulation.