The Unusual Approach Entertainment Agencies Are Taking with Fuji TV

Injunction on commercials is a reasonable decision

It has been a month since the domino effect of CM suspensions, sparked by former president Hiroshi Minato’s (72) kamishibai press conference, but the public’s scrutiny remains intense.

In the latest public opinion poll conducted by Mainichi Shimbun, 58% of respondents agreed that it was reasonable for companies to suspend their commercials on Fuji TV, significantly outpacing the 16% who thought it was not reasonable. Additionally, when asked, “What do you think should be done to restore trust?” the most common response, at 52%, was a change in the management team.

Fuji TV and its parent holding company, Fuji Media Holdings, have set up an independent third-party committee to investigate the series of issues surrounding Masahiro Nakai’s (52) alleged troubles with women. This committee has established a dedicated hotline on the internet, inviting information from external sources, and plans to compile a report on the facts and the company’s response by the end of March.

With around 80 companies having suspended their commercials, the return of these advertisers seems distant, and there are no signs of the controversy dying down. However, there have been new developments on the side of talent agencies. A representative from a talent agency, which manages many comedians, shared some insights into the situation.

“Usually, when a TV station offers a role for a show, the manager in charge makes the decision. Most of the time, the details, like schedules and fees, are worked out by the on-site team. However, in the case of Fuji TV, more and more agencies are taking an ‘unusual approach.'”

What exactly is this new approach?

Doubts and fears spreading in the office

The entertainment industry insider continues:

“For programs that will air on Fuji TV from April onward, managers are now required to report to the upper management of their agencies as soon as they receive an appearance offer from Fuji. More agencies are deciding at the company level whether their talents should appear, shifting decisions from being manager-led to a company-wide matter.”

A recent report by Shukan Shincho that Masaki Suda’s (32) agency declined a role on Fuji TV is still fresh in memory. There are reportedly two main reasons for this shift to “agency-level decisions,” according to another entertainment agency representative.

“First, it’s to protect the branding of talents. Appearing on Fuji TV during this ongoing turmoil carries the risk of tarnishing a talent’s image, and if handled poorly, it could escalate into a public backlash. Additionally, considering the relationships with sponsors who have suspended their commercials, agencies are forced to be cautious.”

The second reason is risk management regarding Fuji TV itself. The agency insider notes that this reason is actually the bigger one for agencies.

“Since January, there have been numerous issues like sudden changes in shooting times and locations, and even cancellations, putting agencies under pressure to constantly respond. We need to consider risk mitigation as a company, questioning whether the shows will actually air or if full payment of appearance fees will be made.

Although Fuji TV has assured its partners—agencies and production companies—that production budgets will be fine after the April programming changes, many agencies remain skeptical. With the ongoing confusion, it’s hard to fully trust them. If this situation drags on indefinitely, it will be unbearable, and agencies are being extra cautious not to make any wrong decisions.”

It’s clear that scrutiny is not just coming from viewers and sponsors, but also from talent agencies.