“Golden SixTONES” Surpasses “Gyoretsu” in Ratings… Can Idols Save Terrestrial TV!?

The number of variety shows hosted by idols is on the rise

Akina Nakamori (61) appeared on the June 28 broadcast of “Golden SixTONES” (Nippon TV). Her appearance on a variety show—her first in 20 years—generated a great deal of buzz.

“‘Golden~’ launched as the successor to ‘The Consultation Office with a Long Line.’‘The Consultation Office with a Long Line’ was a popular variety show that ran for 23 years, but compared to its later years, ‘Golden~’ has higher ratings. Moreover, it’s very popular among young women and has been well-received by sponsors,” said a source at an advertising agency.

In the past, variety shows were typically hosted by popular comedians, but now—including late-night slots—there’s a growing number of variety shows hosted by idols.

“It’s common knowledge that young people are increasingly turning away from television due to the proliferation of channels and the diversification of hobbies. On the other hand, with ‘supporting one’s favorite idol’ becoming an established practice, the number of people spending time and money on idols has grown.TV stations have determined that, if high ratings aren’t guaranteed, it’s more profitable overall to cast idols in variety shows because they can drive sales of merchandise and attract audiences to events,” said a broadcast writer.

Former Johnny’s idols, who have a large following of dedicated fans, have long had their own shows, but a director at a production company notes, “The fact that boy idol groups from other agencies, such as ‘BE:FIRST’ and ‘M!LK,’ have also been able to secure their own shows is a tailwind.”

“Back when the former Johnny’s Agency wielded immense influence over TV stations, each network was reluctant to cast idols from other agencies. However, following the ‘SMAP’ breakup and independence controversy—and the subsequent warning the former agency received from the Fair Trade Commission—the situation changed completely.”

With the doors now open—and following the surge in popularity of “Snow Man,” which began on variety shows—this director points out, “Entertainment agencies outside Johnny’s have also begun to take variety shows seriously, leading to an increase in programs that highlight the individual charms of the performers.”

The aforementioned “Golden SixTONES” is based on the concept of a “classic studio variety show.”

“It covers a wide range, from experimental on-location segments to game segments where actors promoting their shows can participate with confidence. Even viewers who aren’t fans of the group can enjoy it. Riding the momentum of the show, it’s gaining popularity that’s closing in on *Snow Man*, who debuted at the same time,” says a producer at a major network.

The presence of popular comedians known as the “official big brothers”—who serve as hosts, such as Kemuri Matsui (33) from “Reiwa Roman”—also plays a major role.

“A major reason ‘Nogizaka46’ became a national group was that ‘Banana Man,’ who served as sub-MCs on their show, helped bring out the members’ charm.Serving as a sub-MC on an idol show is becoming a stepping stone for comedians as well. A trend is emerging where producers assess a comedian’s suitability for a headlining show by having them serve as a sub-MC on an idol program first…” (Broadcast writer mentioned earlier)

Of course, the proliferation of idol shows also has its downsides.

“With male groups, they can get away with doing some physically demanding segments, but that’s not the case with female idols. They tend to settle for safe, familiar concepts like food shows.‘SMAP×SMAP’ (Fuji TV) was truly great—every member possessed remarkable skills and distinct personalities, and whatever they did turned into entertainment,” said the production company director mentioned earlier.

Will idols save terrestrial TV—or not?