Fuji TV Controversy Executives’ Winning Sponsorship Strategy

“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?