Welcome to the Age of Engineered Outrage — and the People Profiting from It

Programs that welcome becoming online news

Producers say that in recent years, it’s become increasingly easy to get approval for program ideas designed to make online headlines. A television magazine editor praised a remark by Hiroshi Shinagawa (53) of Shinagawa Shōji on Daigo’s Geinin Ryōshūsho (NTV), calling it right on the mark.

“He suggested introducing a net news danger allowance — an extra ¥5,000 added to one’s pay whenever a remark from the show gets turned into an online article,” the editor explained. “Since there are now catch-up streaming services, even a small controversy can drive viewers to watch the episode later. Shinagawa pointed out that, in that sense, the producers themselves are partly welcoming the news coverage.”

A director at a production company agreed:

“Former TV Tokyo producer Nobuyuki Sakuma (49) also lamented that instead of daring, creative concepts praised within the industry, it’s the hot takes — bold, biting talk segments from sharp-tongued comedians — that get picked up by online media and rack up massive view counts.”

According to a broadcast writer, late-night shows that rely heavily on replay viewership have made room for comedians known for their biting wit, such as Nagano (51), who has become indispensable.

“Recently, Chocolate Planet’s Shun Matsuo (43) caused a stir by saying, ‘Ordinary people shouldn’t use social media,’ but Nagano has made similar remarks for years. Yet because his sarcastic persona is so established, his comments rarely spark backlash, even when they hit the news. Likewise, Westland’s Hiroyuki Iguchi (42) and Onigoe Tomahawk often get quoted in online articles but avoid public resentment — maybe because they don’t give off that we’re the winners vibe,” the writer noted.

On August 30, during NTV’s 24-Hour Television, a segment titled “Tell Us About Yourself 007” openly made “How many online news articles can we generate during the live broadcast?” its theme.

A producer at a key network explained:

“Many sponsors now value not only ratings and streaming numbers but also trending on social media. When an inflammatory remark happens during a taped show, staff get scolded — ‘Why didn’t you cut that part?!’ But during a live broadcast, the backlash rarely reaches staff. Some even say, ‘A small firestorm? Bring it on.’”

Riding this wave, talk-variety shows have been growing in prominence.

“They’re perfect for online coverage and don’t require expensive or time-consuming VTR segments. If the concept clicks, a guest can become an overnight sensation — and shooting times are short. It’s a win-win for both production teams and talent. Examples include Odoru! Sanma Goten!! and Daigo’s Geinin Ryōshūsho(both NTV), which actively feature newcomers and even one-hit wonders,” said an entertainment agency executive.

Of course, there are risks.

“When remarks are clipped into articles or short videos, the tone of the show and surrounding context are often lost — sometimes leading to unexpected backlash. Talent must hone their talk skills, but agencies also need to judge which concepts are safe and which are risky,” the writer warned.

In today’s volatile TV industry, mastering the art of going viral without getting burned may be one of the most valuable survival skills there is.

(From “FRIDAY”, Oct. 24–31, 2025 issue)