Nippon TV’s Chaotic Strategy Shift Before 24-Hour TV Event

In mid-July, the staff of each program gathered in a meeting room at NTV, where the chief producers explained the “new policy. The chief producers explained the “new policy” to the staff of each program in the meeting room in mid-July.

It seems that we have been told to change our programming to emphasize individual ratings,” said a director of a production company.

A director of a production company said as much. Incidentally, “individual viewer ratings” are the percentage of family members aged 4 and older in a household who watch TV and how much they watch TV, while “core viewer ratings” represent viewer ratings among men and women aged 13 to 49.

NTV is known for being the first station to create an indicator called “core viewership ratings,” which focuses on its core target audience (men and women aged 13-49), and for creating programs by analyzing individual viewership ratings and core viewership ratings in a well-balanced manner. However, for the past several months, we have been strictly focusing on increasing core viewership ratings rather than individual viewership ratings.

The ratings for all programs this year have been so poor that they decided to make a major shift to focus on the core target audience. The staff had been working hard to achieve this, but within a short period of time, they were given an unusual directive to change their programming to focus more on individual ratings. Both employees and contractors are confused.

However, the goal of “getting core numbers” for all programs from early morning to late at night was impossible to achieve in the first place. This is because the age and orientation of viewers differ between the early morning, daytime, and nighttime GP slots. ZIP!” in the morning and “Hirunandes” in the afternoon, but “Ariyoshi’s Wall” featuring all popular comedians and “The! DASH! which are strong with the M (male) demographic, may be too nonsensical to cater to the tastes of the core demographic.

DASH!” “At the meeting with all men, including the broadcasters, it was very unpopular, saying, ‘The plan is too blurry. When people start saying things like ‘from a woman’s point of view’ or ‘for housewives,’ variety shows can no longer go on a rampage. The programs I am in charge of have seen their numbers drop since they started aiming at their “core target. Right now, Nippon TV’s rival in terms of ratings is TV Asahi, but TV Asahi’s ratings are stable from program to program, with an emphasis on individual ratings that does not neglect the third tier of viewers over 50 years old or the fourth tier of viewers over 65.

Seeing this, I think Nippon TV’s upper management and programming changed their guidelines in a panic. Variety teams like ours are relieved that the emphasis has returned to individual viewer ratings. In fact, that individual viewer rating target was also lowered to a realistic number at this point in time” (variety program director).