TV Asahi and TBS “counterattack strategy” to fiercely pursue Nippon TV’s triple crown in viewership ratings

On January 5, an advertisement appeared in the Yomiuri Shimbun reporting that NTV had won the triple crown of individual viewer ratings for the 11th consecutive year.

The use of a photo of the station’s flagship announcer, Asami Mizuto (34), was also a hot topic. However, some people in the industry are saying, ‘It’s starting to look shady. However, some people in the industry are beginning to say, “It’s starting to look shady, and it will be tough to continue the triple crown.

What does this mean? What does this mean? One of the broadcasters said, “The talent is starting to flow out.

One of the broadcast writers said, “It is symbolic that on January 23, Taichi Masu (40), another of Nippon TV’s flagship announcers, announced that he would be leaving the company in March to become an assistant professor at Harris Institute of Physical and Chemical Research at Doshisha University. The reason is the drastic cost cutting.

The reason is the drastic cost-cutting. Originally, Nippon Television Network Corporation’s fees were not high even within the industry, but except for a few popular programs, the fees have been cut down considerably. Even for popular programs, the fees remain unchanged, but the workload per person has increased due to the reduction of staff. The year-end special, “Laughing New Year’s Eve! Laughing New Year’s Eve” failed miserably, probably because they were unable to attract the best staff.

TV Tokyo, which won first place in the web media’s “Favorite TV Stations” ranking in 2006, is also seeing a change in direction due to the Covid-19 disaster.

It has an image of being innovative in its planning even without a budget, but in fact the upper management is rigid and reluctant to develop projects for the Internet or for young people. The Covid-19 disaster has made it difficult for the station to do the amateur stuff and local location shows that were its strong points. Last year, producer Nobuyuki Sakuma (46), known for “Godtan” and other programs, went independent. Since then, Reina Akimoto (36), Tomoko Morimoto (44), and other talented employees have left the station, and the station has not been able to produce innovative programs that attract attention recently,” said a director of a production company.

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In this situation, TV Asahi, which ranks second in the ratings, is increasing its presence.

The company was the slowest among commercial broadcasters in terms of core viewership ratings (ratings for men and women aged 13-49), but it established a late-night variety slot called “Barabara Daisakusen” in the fall of the year before last. However, in the fall of the year before last, it established a late-night variety slot called “Variety Daisakusen,” and using the know-how of its affiliate network TV station, ABEMA, it has been aggressively producing programs for young people and taking measures against the Internet. It is easy for them to come up with aggressive plans, and they are well received by outside staff. As a countermeasure against missed broadcasts, in the next reorganization, the broadcasting time of programs that are popular among young people, such as “London Hearts,” will be shortened, while the broadcasting time of programs that are likely to get household ratings will be expanded. They are aiming for the triple crown with a “hybrid strategy” that covers missed broadcasts, core viewership, and household viewership.

Although TBS has been under fire for the “I am an adventurous boy” scandal, its reputation in the industry is surprisingly good.

The success of the morning information program “Love It! has been a big success. Wednesday’s Downtown” also has high core viewership ratings and is well received by sponsors. Three dramas, including “Sinking of Japan,” are now available on Netflix. Tokyo Mer, which aired last summer, is the first Japanese drama to be distributed on Disney Plus. On the other hand, Nippon TV has lagged behind in global expansion as a result of its excessive focus on the inflow to its affiliate Hulu.

Will the power structure of terrestrial TV stations change?

From“ FRIDAY “February11, 2022 issue