What Comes After Arashi? Data Insights Reveal the True Strength of the Male Idol Group Era
In the absence of the overwhelming champion "Arashi," new groups such as "Number_i," "BE:FIRST," and "JO1" are rapidly growing.
NHK morning dramas are the key to break through
When looking at the ranking of the number of regular TV programs (see table below), it is clear that the TV industry is dominated by “Staen” (an abbreviation for “Star Entertainment”). In such a situation, the group “JO1,” a 11-member group belonging to “LAPONE Entertainment,” is also being recognized.
“In casting, the first names that come up are talents from Staen, followed by members of JO1. In particular, the most popular member, Junki Kono (26), often appears in dramas and variety shows. While their number of subscribers and live audience figures are lower than Staen’s, they are affiliated with a management office that Yoshimoto Kogyo is involved in, which has a deep relationship with TV stations, making it easier for them to receive offers,” said the same source.
Also, this year, it was “Be:First” a group belonging to “BMSG,” that broke Staen’s stronghold.
“Ryoki (25), a member of the group, landed the role of the protagonist’s younger brother in NHK’s morning drama ‘Tora ni Tsubasa.’ For these kinds of positions in morning dramas, acting talents from Staen’s most promoted groups are often chosen, such as Daigo Nishihata (27) from ‘Naniwa Danshi’ in ‘Gochisosan’ and Hokuto Matsumura (29) from ‘SixTONES’ in ‘Come Come Everybody.’ For this work, I thought it would be Yoshiki Masakado (27) from ‘A ぇ! group,’ who debuted this May. Even if non-Staen groups are promoted for commercial dramas, the best they can usually get is a minor role in a late-night drama or a BL drama for fans. It seems they took advantage of NHK’s decision to stop using Staen talents to push their way in. Many companies now place great importance on casting for NHK’s Taiga dramas and morning dramas when casting for commercials. It’s a sign that background checks have been completed, and it increases recognition among the senior demographic who still watch TV in real-time,” said a source from a major advertising agency.
In terms of live audience numbers and general public attention, Be:First ranks fourth overall, alongside Staen talents. Going forward, it seems their strategy is to actively have their members appear on TV to increase recognition across a wide range of age groups.
