‘Yasuko Marathon’ on 24-Hour Television Reveals Large-Scale Charity Programs Are Already Reaching Their Limits

Unprecedented events continue with 24-Hour Television.

“On the evening of September 1, I noticed a crowd forming along Meguro Street, and when I looked closer, I saw Yasuko sitting down and receiving a massage. When I spoke to her, she responded with a smile, but her expression was so pained it was hard to watch.” (said a local resident)

The “24-Hour Television” (Nippon TV) wrapped up its unusual run this year. Before the broadcast, there were ongoing questions about its purpose. In November of last year, a fund embezzlement scandal emerged at the affiliated Nihonkai TV station, and just before the event, the approach of Typhoon No. 10 forced adjustments to the plans.

 

Amidst this, the charity marathon led by comedian Yasuko (26) attracted significant attention. Despite some painful moments, she managed to complete the marathon within the time limit. The average household rating reached 12.5%, and the amount raised through the marathon alone exceeded 400 million yen, maintaining figures comparable to previous years.

This result has reportedly brought relief to the upper management at Nippon TV. However, the industry’s evaluation of the event is far from positive.

“The main event, the marathon, was originally planned for Yasuko to visit care facilities along the course from Nissan Stadium to Ryogoku Kokugikan, raising awareness and funds for charity. However, it ultimately consisted only of laps around Nissan Stadium. The primary goal seemed to be completing the marathon no matter what, with the charity aspect taking a backseat. Given that the impact of the typhoon could have been anticipated, alternative plans should have been considered. Frankly, it highlighted a lack of planning. Despite this, Yasuko ended up running 80 kilometers. Her frequent breaks and taped-up appearance were more painful to watch than inspiring. Thinking about how one’s own talent could end up like this is quite unsettling.” (said a representative from a talent agency)

 

Criticism from both inside and outside the organization has erupted, but there are reasons for the insistence on holding the event.

There were other instances of encountering “limits” as well.

“This year’s event was held without a main personality, but it would be more accurate to say that it wasn’t possible to secure one. The lingering effects of the embezzlement scandal made it difficult for any agency to cast major celebrities, as they were concerned about damaging their talent’s image. Additionally, although they made an offer to Studio Ghibli for a collaborative project on the show, it was declined. Despite this, they persisted in negotiations and managed to get Ghibli’s Goro Miyazaki to design a T-shirt for the event.” (the source added)

 

Furthermore, dissatisfaction was rising within Nippon TV. A mid-level employee noted, “Given the public and industry reaction to the embezzlement scandal, many employees were skeptical about holding the event.”

“We held meetings for several months and repeatedly presented the opinions of those on the ground, but the upper management remained adamant about proceeding with the event. In April, the decision was communicated to the production team.

In the past, even handling a 30-minute segment could mean being away for five days due to preparation and location shoots. Although compliance has improved, several days of overnight work are still necessary. It’s hard to endure such hardship if it doesn’t even result in a positive outcome.”

Despite widespread criticism from both inside and outside, the reasons for Nippon TV’s upper management’s insistence on holding the “24-Hour Television” remain unclear.

“Firstly, there is the history. This year marks the 47th event, and it has continued through both the pandemic and natural disasters, so ending it due to a scandal is simply not an option. Additionally, financial factors are significant. With 31 companies, including Nippon TV affiliates, participating, the total production cost is said to be about 400 million yen. However, advertising revenue is estimated at 2 billion yen, so it is financially viable. It’s not something that can be easily abandoned.” (the source explained)

The question remains whether there will be a popular talent willing to participate in the marathon next year.

 

From the September 20, 2024 issue of ‘FRIDAY’.