Higashino & Hiromi’s new program starts! Veteran Shows Making a Comeback on Terrestrial Television

On October 21, Koji Higashino (57), Hiromi (59), and Masahiro Nakai (52) began “THE MC3” (TBS), a variety show in which they serve as MCs.

Higashino was also the MC for another one, “This World is 1 Dafuru” (Fuji TV), with Shota Watanabe (31) of “Snow Man,” which was promoted from a special program to a regular program this fall. The special program “The Common Ten! (Fuji TV), in which Hiromi also served as MC, will be aired regularly from this fall,” said an editor of a TV magazine.

As previously reported in this series, the rejuvenation of TV talent has been accelerated by the fact that core viewership ratings (ratings among men and women aged 13-49), which are considered important by sponsors because of their willingness to buy, have become the benchmark for hits.

Why are Higashino and Hiromi, who are both in their 60s, getting more and more work?

I think it is because there are more TV people who are on the defensive. The reason behind this is “Johnson” (TBS), which was cancelled after only one year. The series tried to compete by using young and mid-career talent such as “Kamaitachi” and “Mimikazu,” but it failed to leave a mark. In addition to stricter compliance requirements, production costs have continued to fall due to the TV recession. The secret to winning in such an era was a return to veterans. Veterans who have survived from the era when variety shows were booming to Reiwa have excellent crisis management skills and are capable of making people laugh. They can be trusted with any project.

Reasons for the high evaluation

Among veterans, an advertising agency official pointed out, “There are two reasons why Higashino and Hiromi are highly rated.

Higashino has a great antenna, checking out all the latest manga and movies. His footwork is also light, as he interacts with weekly magazine reporters and journalists both publicly and privately. Hiromi, too, is in close contact with Hideaki Takizawa (42), a good friend of Hiromi’s from his hometown of Hachioji, and he is keeping close tabs on key people, such as going to a soup kitchen in Wajima City, Ishikawa Prefecture, with the talents from TOBE. Their strong point is that they are sensitive to information and never miss updates. Another strong point is that they both cherish their families and are free from scandals such as infidelity, which is also a reassuring factor for sponsors.”

The increase in the number of programs distributed online has also contributed to the reevaluation of veterans in the battle for talent that can generate high numbers.

After the COVID-19 crisis, more young and mid-career TV personalities have started to earn money through new media such as YouTube, “note,” which allows users to sell their writings for a fee, and live-streaming apps, rather than through terrestrial broadcasting, which is still constrained by regulations. On the other hand, many veteran talents still give priority to terrestrial broadcasting. It is also a high point that they take into account the wishes of TV people who are suffering” (director of a production company).

The increase in revivals and remakes of popular programs of the past, such as “Uchimura Produce” (TV Asahi), which has been revived as a special program, is also providing a tailwind for the return of veteran talent.

The “diversification of tastes makes it difficult for new programs to take root. …… It is also significant that the generation that grew up watching the popular programs of yesteryear now occupies a reasonable position in society. They are more likely to drop money on special DVDs, related goods, and events.

The “turn to veterans in times of trouble” is also effective in the TV industry.

From the November 1-8 , 2024 issue of“ FRIDAY