NHK’s Hit Mature Dramas: The Reason Behind Their Success

Even if viewership ratings decline, the audience demographic is expanding

NHK Taiga drama Berabou: Tsutaya Jūzaburō Eiganoyume Banashi is struggling. The first episode recorded an average household viewership rating of 12.6%, the lowest in history, and has since gradually declined, hovering around the 10% range.

However, on social media, many younger viewers, especially fans of lead actor Ryusei Yokohama (28), have expressed positive opinions, saying, “I had never watched a Taiga drama before, but this one has no brutal scenes, is easy to follow, and is enjoyable,” and “Watching the lives of Edo-period commoners is more fun than samurai stories.” Additionally, longtime Taiga drama fans have praised it, commenting, “I wasn’t sure about it at first, but it’s an exhilarating period drama that is satisfying to watch each week,” and “Tsutaya Jūzaburō isn’t covered in history classes, and learning about Edo-era magazines and Yoshiwara’s culture is fascinating. It’s fun to research these topics, and I think this kind of Taiga drama is great.” The overall reception has been very positive.

“It has been a long time since young people started distancing themselves from television, but that doesn’t mean they have stopped watching programs altogether. With streaming services available, many people, not just young viewers, now watch shows online. Additionally, many opt to record and watch later rather than tuning in live. Because of this, viewership ratings are no longer an accurate measure of a show’s popularity. In fact, Taiga drama’s audience demographic is expanding with Berabou, and there are more voices than ever saying that ‘NHK dramas have become more interesting,'” says a TV magazine writer.

Aside from morning dramas, NHK dramas were traditionally seen as solid, in-depth stories favored by older male audiences. However, in recent years, more dramas catering to female viewers have emerged.

Taiga dramas, in particular, have historically focused on themes appealing to men, such as the Sengoku period and the Bakumatsu era. However, last year’s Hikaru Kimi e blended traditional Taiga elements like historical conflicts with themes of romance and motherly love, creating a show that both men and women of all ages would enjoy. Berabou follows a similar approach.

“In the past, aside from Taiga dramas and morning dramas, NHK rarely produced widely talked-about dramas. Because it upheld an image of wholesomeness, its programming was designed to be enjoyed by everyone, from children to grandparents. This meant that extreme or controversial storylines were avoided, often resulting in more neutral, middle-of-the-road storytelling. However, that also placed a limit on how much a drama could pursue deeper, more compelling narratives,” the TV magazine writer adds.