NHK’s Strategy to Revive Red and White Song Contest by Targeting Children

“Lowest viewership in history is confirmed.”

“It’s the end of this year.”

Every year around this time, negative reports about NHK’s Red and White Song Contest surface. With popular artists like Snow Man and SixTONES, under STARTO ENTERTAINMENT, failing to make an appearance for two consecutive years, the pre-show reputation is tough.

“Initially, NHK and STARTO were negotiating with the assumption that they would participate. However, after the October 20 broadcast of NHK Special regarding the old Johnny’s issue, the situation shifted. Snow Man, the star group, expressed reluctance to participate, and the negotiations were called off,” says a music industry insider.

Some reports indicate that NHK wanted two acts, while STARTO demanded four, doubling the number.

THE ALFEE and Iruka, making their second appearance in 32 years, will perform.

It seems that the negotiations ultimately didn’t align, but according to a sports newspaper entertainment reporter:

“In a way, this is healthy. In the past, NHK would have been easily swayed by Johnny’s Agency. There’s a view that NHK’s ‘Johnny’s favoritism’ has significantly diminished.”

According to the insider:

In addition, artists like YOASOBI, who performed the theme song “Standing on the Stage” for NHK’s Paris Olympics program this summer, Kenshi Yonezu, who provided the theme song for the morning drama “Wings of a Tiger” and B’z, who performed “Illumination” for “Rice Ball” were also not included in the lineup.

On the other hand, artists from the Showa and Heisei eras, such as THE ALFEE (celebrating their 50th anniversary), Iruka (making their second appearance in 32 years), Kousetsu Minami (appearing for the 6th time in 27 years), and GLAY (returning for their 4th appearance in 25 years) were selected. This has led to the belief that the focus has shifted back from a younger audience to a more senior-oriented one.

“However, it’s not just that. The hidden target this year is small children. This year, they are clearly aiming for that demographic,”

Says an industry insider.

This year, the ratings will be higher than expected.

On New Year’s Eve, children’s late-night rates are high, and it is often the cute children or grandchildren who actually hold the family channel rights. From this perspective, this year, the first-time performers on the white team, Creepy Nuts and Kocchi no Kento, and on the red team, ILLIT and ME:I, are strong contenders.

“ILLIT and ME:I are extremely popular among ‘dance-loving elementary school students.’ With TWICE and LE SSERAFIM added to the mix, children will be dancing at home in groups. Creepy Nuts’ ‘Bling-Bang-Bang-Born’ was something that every student in an elementary school class was humming. Kocchi no Kento’s ‘Hai Yorokonde’ is the same. Children who want to see these artists will beg their parents for the remote, and the family will end up watching together. The goal is to be a companion for family time. In a sense, I think it’s a return to the original purpose,” said a TV station insider.

Last year’s average household ratings (Kanto region, according to Video Research) were the lowest ever, with 29.0% for the first part (from 7:20 p.m.) and 31.9% for the second part (from 9:00 p.m.). This year, predictions of struggles are still high, but within the industry, there are voices that say,

“This year, surprisingly, it will get good ratings.”

“There could be a Red-White revival.”

There are fewer competing programs from other networks.

An earlier music industry insider added,

“After all, the scale, number of staff, and budget of the Red-White are on another level. Even if it’s ‘rotten, it’s still a tuna’—there’s a special festival-like atmosphere once a year.”

The host,

Hiroiki Ariyoshi, said in a radio show on December 1,

“I don’t think the NHK people care about the bashing articles. It will still be exciting. People like to pick on it. I think I used to view it that way, too.”

Will NHK’s strategy pay off?