Can “DayDay,” the program after “Sukkiri,” win in the “morning program warring age”? Unexpected concerns about Nippon TV’s strategy

It was announced that “DayDay.” with Ryota Yamasato as the MC will start in April as a replacement program for NTV’s “Sukkiri.” A major new movement will take place in the “morning information program time slot” from April, and we cannot take our eyes off it.

What on earth is going on?　And why? I realized that it might be easier to understand if we compare it to “fishing. Let me try to explain it in an easy-to-understand way, as someone who has experience in producing information programs.

Look at this picture. This is a certain “seaside” area popular among fishermen. At one end is a fishing point where “fish that like news” gather. At the other end of the beach is a fishing spot where “fish that don’t want to see the news” gather. On this beach, fish gather mostly at these two points, and there are not many fish swimming in the middle.

The anglers at the point where the “fish that like the news” gather are the “TV Asahi Morning Show.” The anglers at the point where “fish that don’t want to watch the news” gather are the “TBS Lavitt! and “TBS Lavitt! The fishing results of these two anglers are quite good. The reason is that many fish gather at these two points. Incidentally, most of the “fish that like the news” are older fish. The “fish that don’t want to see the news” are often relatively young.

And the two programs that cast their lines between these two points are “Fuji’s Mezamashi 8” and “Nippon TV’s Sukkiri”.

In the past, “relatively young fish that also care about the news in their own way” used to swim in this area. Unfortunately, the COVID-19 crisis seems to have completely turned the tide. The relatively young fish seemed to have begun to think, “I don’t want to watch the news anymore because it’s just too depressing,” and moved on to “Lavit! They have moved on to “Lavit! So, unfortunately, the fishing has been tough for the two anglers fishing at this location.

It can be said that the winds of a “de-wideshow” are beginning to blow in the TV industry now. The catalyst for this was the success of “Lavit! may have made many TV people think that “viewers, especially younger viewers, are getting tired of wide shows. Fuji Television’s decision to turn away from the content of “Poka Poka,” which has been generating controversy in the noon time slot, was also a move within this trend.

So this time, Nippon TV decided to “revamp” its programming. First, they changed the angler from Koji Kato to Ryota Yamasato, making him a little younger. This was done in the hope that this would bring back some “young fish,” and at the same time, it is thought that they also saved some money on the appearance fee.

He also changed the “fishing rod” to a new one. The show was called “a refreshing and informative entertainment talk show where viewers’ opinions are reflected in real time through impromptu questionnaires and chats, and can be watched like a chat with a smartphone in hand” (from NTV’s website). The show is trying to increase the fishing results by using a “new direction” and a “new fishing rod” that may be popular with younger viewers.

What was a little surprising to me was that they did not change the fishing locations much. Lavit!” but instead, they decided to use both news and information about daily life. The program’s policy was to cover both news and information about daily life, rather than going down the “completely off-the-beaten-path” route of “Lavit! No, technically, they may have moved a little closer to the “Lavit! may have moved a little closer to the “Rabbit! But the main concern was, “Are there really fish in that spot?” But the biggest concern was, “Are there really fish in that spot?

Indeed, no matter how many fish there are, suddenly sitting right next to TBS or right next to TV Asahi is not going to produce good results. It is inevitable that they will fight over the fish in the same spot, and TV Asahi’s Morning Show has the edge when it comes to catching “fish that like the news,” while TBS Lovit! has more accumulated know-how in catching “fish that don’t want to see the news.

Moreover, Nippon TV would never want “older fish,” given its corporate culture. To give a rough explanation, TV Asahi is a company that specializes in “getting numbers from older viewers. NTV is a company with a policy of “prioritizing getting younger viewers to watch the show rather than getting ratings. Therefore, they should never fish for the same points as “Morning Show.

In a sense, therefore, Nippon TV’s thinking is quite legitimate. It is a positive and wonderful attitude to “explore new fishing grounds,” and I can’t help but hope that there will be fish in those fishing grounds.

One more thing that bothers me, even though I am an old woman, is that I have not heard of many successful programs that have incorporated the gimmick of “doing surveys or chatting on a smartphone.

I suspect that most people probably think, “I don’t want to go through all that trouble when I watch TV. It’s a hassle to answer a survey or something. They would rather just sit back and watch TV. In fact, NHK is probably the only TV station that offers full-fledged “interactive programs linked to smartphones.

Especially in the morning hours, housewives are busy doing housework, and people before going to work or school are also busy in their own way.　I would think so. How many viewers will really be willing to watch the show in the morning, not late at night, “with a smartphone in one hand and a sense of chatting in the other”? Personally, I am concerned, but I have not tried it myself, so I will definitely keep an eye on it, hoping it will be a success.

So, I hope you have a general idea of the current situation. I hope you will be able to enjoy the upcoming April edition of “The Warring States Era of Morning Programming” even more if you observe it from this perspective.