Controversy Arises Over Fundraising Cat Issue at 24-Hour TV

“Last November, there was a shocking ‘misappropriation of charity funds.’ A former executive at Nihonkai TV’s affiliate station embezzled over 11 million yen from 2014 to 2023, which included about 2.6 million yen in donations, sparking considerable criticism. Despite this, ’24-Hour TV,’ known for its charitable nature, will proceed with fundraising efforts this year. NTV appears relieved that the focus is currently on recruiting talent from STARTO Entertainment, which could divert attention from their own controversies.” (Source: Advertising agency insider) 

 

Since its launch in 1978, 24-Hour TV has been broadcast for over 45 years without interruption. The issue of ‘misappropriation’ related to its fundraising, crucial to the program’s essence, presents a potential threat to its continuation. Despite this, stopping charity fundraising is not feasible as the show must go on, prompting discussions about unconventional solutions. 

“This issue is significant and calls into question the fundamental purpose of the program, yet upper management has decided to proceed with this year’s broadcast. Once committed, fundraising cannot be avoided. Current proposals include reducing the frequency and visibility of fundraising appeals within the program, such as shortening last year’s three-minute Saturday 6:00-7:00 PM fundraising announcements to just one minute this year. Details are being finalized in coordination with local stations.” (Entertainment agency)

This strategy has prompted internal doubts within the station.

“In an effort to preserve its reputation, management appears focused on executing fundraising discreetly. However, this approach may be counterproductive. If the aim is to conduct charity work without drawing attention, one might question the purpose of charity itself. It seems unsettling to adopt such a passive stance.” (Nippon TV staff member)

With various challenges already evident before airing, 24-Hour TV faces scrutiny over its ability to satisfy both viewers and station personnel. The station’s capabilities are being tested.