Fuji TV Controversy Executives’ Winning Sponsorship Strategy

It has been almost a month since the Fuji Television problem was revealed, and yet the trend away from sponsors shows no signs of slowing down. On the contrary, more than 750 of the 942 commercials have been replaced, and only 52 corporate advertisements remain in a critical situation (as of January 31).

About 75 companies, including major corporations such as Toyota Motor Corporation, Mitsui Fudosan, and Asahi Breweries, have announced their withdrawal as sponsors. Commercials for “Chibimaruko-chan” and “Sazae-san” (Fuji Television), both long-time favorites, have also been dropped.

However, there are some saviors who have announced that they will continue to sponsor Fuji Television, which is in dire straits. We asked the top executives, who are not concerned about the damage caused by rumors and are willing to suffer a disadvantage, about the reasons for their decision.

What were their intentions revealed in the special dialogue?

Katsuya Takasu, 80, director of the Takasu Clinic, updated his “X” on January 21 and said, “I don’t want to be a sponsor who leaves Fuji TV because I am concerned about the public’s opinion, which is shaken by rumors. I will not change my Fuji TV commercials until the truth comes out.” The post stated, “I will not change Fuji TV commercials until the truth is revealed. As he said, on the January 31 broadcast of “Zenryoku! Dairiki Times” had only one sponsor, Takasu Clinic.

In addition, Seiji Nishimura, 54, president of Excom Global Corporation, which operates “Nishitan Clinic,” a competitor of “Takasu Clinic,” also reported in an interview with this magazine that he would continue to be a sponsor.

How do these two well-known top executives view the “Fuji TV problem”?

Takasu: “If someone says they don’t like tribute, then it’s something they don’t like. It’s not forced upon them, with them saying, ‘Please stop, my lord, aah~’ There are people who want to create that kind of story.”

Nishimura: “There have been female announcers at my dining gatherings, but nothing strange as claimed has happened. It’s just an ordinary dinner party. I’ve had such occasions many times, and we always end it with, ‘Let’s drink again!’ in a fun way.”

Takasu: “The winners are those who run in the opposite direction when everyone is dropping out. This is what I always call counter-trend.”

Nishimura: “The day before this interview, I contacted Fuji and said, ‘Our stance hasn’t changed at all.’ Of course, I think the response after the report from the woman was bad. However, the majority of the staff are working hard. If it can’t be undone, then we should reflect on what needs to be reflected on, and if we can move forward positively, I think we can continue our dealings as usual.”

 

“I don’t mind if I’m seen as unreasonable.”

By running advertisements that might cause discomfort to viewers and result in disadvantages, Director Takasu and President Nishimura maintain their stance without change. There’s a reason why they’re observing the departure of sponsors from a distance.

Nishimura: “Even if the image worsens, we are fully aware of that.”

Takasu: “Still as a mountain that’s what a big shot does. Instead of being swayed by those around you and changing direction, if you remain unmoved until danger is right next to you, people will say ‘They have guts.’ If you move first, they’ll call you a chicken.”

Nishimura: “I agree. Are we the unreasonable ones?”

Takasu: “Big company executives are salaried workers. Owners think differently. CEOs of publicly traded companies aren’t founders. When Toyota backed out, I thought Nissan might go against the trend, but they ended up backing out too.”

While Toyota and Nissan, the top two in the automotive industry, withdrew their sponsorship, the top two in the beauty industry have clearly stated they will maintain their position. This highlighted a distinct difference.

Nishimura: “For any business, I don’t think about competing with others in the same field. I just think, ‘It’d be nice to do something interesting.’ I don’t want to lose sight of what I want to do because of rumors. I think you feel the same, Takasu-sensei.”

Takasu: “Exactly. As I’ve said many times, I won’t withdraw from sponsorship until the truth is revealed. ‘Fighting alone’ doesn’t bother me at all (laughs).”

With Fuji TV in a dire situation, will a glimmer of hope emerge and a day for redemption come?