Akashiya Sanma Leads Save Fuji Movement

The cost of salaries, expenses, and program production is mounting.

Who will save Fuji Television from the crisis?

The furor sparked by TV personality Masahiro Nakai’s (52) troubles with women has spread to Fuji, resulting in the suspension of commercials and programs.

The number of sponsors who have turned down Fuji is now over 80. The movement has spread to affiliated local stations as well, dealing a heavy blow to Fuji’s business.

Fuji’s broadcasting revenue from April to September 2012 was a massive 71.2 billion yen. A simple calculation puts this at about 12 billion yen per month, but if commercials are postponed, this amount of money will be blown away every month.

Since it is Fuji Media Holdings’ policy to reimburse sponsors for the cost of commercials switched to AC Japan from January onward, some estimate that the damage caused by the series of disturbances could exceed 50 billion yen.

“While Fuji Media Holdings as a whole is performing steadily in the real estate and urban development sectors, Fuji TV as a broadcasting station is expected to see a significant downward revision in its financial results for the March period. The key factor will be the findings of the third-party committee, which are set to be released by the end of March. They are hoping to somehow halt the sponsor exodus at this stage.” (National newspaper economic journalist)

 If advertising revenue declines, the cost will fall on the salaries and expenses of the station’s employees and on program production costs. In particular, the latter, combined with the rise of Internet media, has led to a decline in advertising revenue.

“Only about half the production budget from 10 years ago is available.” (Fuji TV insider)

This is where the series of disturbances could put the final nail in the coffin.

How will they manage the money from April onward?

Amidst this situation, a movement of repaying the favor to Fuji TV has begun to quietly spread in the entertainment industry.

An entertainment agency insider explains: “There are countless actors and talents who owe their careers to Fuji TV, and the same goes for entertainment agencies. Seeing Fuji in a critical situation, many people are considering stepping up to help.”

Akashiya Sanma (69), a major celebrity, referred to Fuji Television’s financial situation on his radio program.

“Now, how will they manage the money from April onward?”

He playfully jokes, “So, how are they going to handle the money from April?” but then continued earnestly:

“I have Honma Dekka!? TV and (Sanma no Owarai) Koujou Iinkai. I was once called Mr. Fuji-ko. Back then, I only worked for Fuji. My TV career was nurtured with great care by Fuji.”

He then added with a laugh,

“But you know, my appearance fee is high!”

Despite the humor, his deep sense of gratitude toward Fuji was evident.

“Sanma is one of those who are truly distressed by Fuji’s struggles. He has close ties with Fuji’s executives, announcers, and even young assistant directors. Given his strong sense of loyalty, it’s likely he’ll support Fuji in some way.” (Comedy industry insider)

Beyond Sanma, other influential figures who have long-standing ties with Fuji, such as Tamori (79), who hosted Waratte Iitomo! For 32 years, the Tunnels, who symbolized Fuji’s golden era, and many talents from past hit programs, still maintain good relationships with the network.

“The current issue has nothing to do with the frontline production staff. If this crisis causes talented young staff members to leave, that would be the real loss. Some production companies have even decided to accept Fuji’s offered rates without negotiation, as a show of mutual support.” (Entertainment agency insider)

Will the entertainment industry unite to save Fuji in its time of need?

“First and foremost, the third-party committee must thoroughly expose and address Fuji’s internal issues. Only then can the path to Fuji’s revival be paved.” (Sports newspaper journalist)

If Fuji TV can demonstrate genuine reform, hashtags like “#FujiGanbare” and “#SaveFuji” might eventually trend but only time will tell.