<h2>Idol-led variety shows are on the rise</h2>
<figure id="attachment_476547" class="wp-caption alignnone" style="width: 1935px;" aria-describedby="caption-attachment-476547"><a href="#" data-ident_hash="50c5d0f3"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/07/af3f66118474be3315e885ae95585e79.jpg" alt=""></a><figcaption id="caption-attachment-476547" class="wp-caption-text">In January of this year, Hokuto Matsumura (31) of SixTONES took part in location filming for a movie. His acting career is also going strong, with his current starring role in the drama &#8220;Confession: The Secret of the 25th Year&#8221; (Nippon TV).</figcaption></figure>
Akina Nakamori (61) appeared on &#8220;Golden SixTONES&#8221; (Nippon TV) on June 28, creating a major buzz as it marked her first appearance on a variety show in 20 years.
“&#8217;Golden SixTONES&#8217; began as the successor to &#8216;The Most Useful School in the World?,&#8217; which had been a popular variety show for 23 years. Compared with the later years of its predecessor, &#8216;Golden SixTONES&#8217; has been posting higher ratings. It is also particularly popular among younger women and has been well received by sponsors.” — Advertising agency insider
Variety shows were once synonymous with programs fronted by popular comedians, but an increasing number of variety shows—including those in late-night slots—are now being built around idol groups.
“It is well known that young people are drifting away from television as the number of channels and entertainment options continues to grow. At the same time, the culture of &#8216;oshi-katsu,&#8217; or actively supporting one’s favorite idols, has become firmly established, increasing the number of people willing to spend time and money on idols. If high TV ratings can no longer be expected, television networks have concluded that, overall, it may be more profitable to feature idols who can also generate revenue through merchandise and events.” — Television writer
Artists from the former Johnny’s agency, who have many devoted fans, have long had their own variety shows. However, a director at a production company says that it has also been a tailwind that boy idol groups from other agencies, such as BE:FIRST and M!LK, are now able to have their own shows.
“When the former Johnny’s agency held enormous influence over television networks, broadcasters were reluctant to feature idols from other agencies. However, following the controversy surrounding SMAP’s breakup and members going independent, the former Johnny’s agency received a warning from the Japan Fair Trade Commission, and the situation changed dramatically.”
The doors were opened, and after Snow Man gained popularity through variety shows, this director points out that talent agencies outside the former Johnny’s camp also began taking variety shows seriously, resulting in more programs that highlight the individual charms of each member.
The aforementioned &#8220;Golden SixTONES&#8221; is built around the concept of a classic, full-fledged studio variety show.
“Its content ranges from experimental location-based segments to game segments that even actors appearing to promote their projects can comfortably take part in. People who aren’t fans of the group can enjoy it as well. Riding the momentum of the program, SixTONES is gradually approaching the level of popularity enjoyed by Snow Man, which debuted at the same time.” — Producer at a major television network
The presence of popular comedians known as the group’s official big brothers, who serve as facilitators—such as Kemuri Matsui (33) of Reiwa Roman—is also significant.
“One reason Nogizaka46 grew into a nationally popular group was that Bananaman, who served as co-hosts on the group’s television program, helped bring out the members’ individual charms. Serving as a sub-MC on an idol program is also becoming something of a stepping stone for comedians. A pattern is beginning to emerge in which comedians are first tested as sub-MCs on idol shows to see whether they are suited to eventually hosting their own programs.” — The television writer quoted earlier
Of course, the rapid increase in idol variety shows also has its drawbacks.
“With male groups, you can get them to take on physically demanding or more daring challenges to some extent, but that is harder to do with female idols. Their shows tend to settle into safe, familiar concepts such as food-related segments. &#8216;SMAP×SMAP&#8217; (Fuji TV), where every member had strong skills and a distinct personality and could turn almost anything into entertainment, was truly exceptional.” — The production company director quoted earlier
Could idols save terrestrial television?

 Kumatarō Arai

 Variety shows are shifting from comedian-led programs to “idol-hosted shows.” With “fandom activities” becoming mainstream, the focus is on idols who can drive merchandise sales. As the influence of the former Johnny's agency wanes, other agencies are entering the market. Thanks to the “Banana Man effect” with Nogizaka46, the role of co-host has become a stepping stone to stardom.

Golden SixTONES Tops Gyōretsu in the Ratings—Can Idols Save Free-to-Air TV?

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