<h2>Athletic types are more in demand than culture types</h2>
<figure id="attachment_479865" class="wp-caption alignnone" style="width: 1974px;" aria-describedby="caption-attachment-479865"><a href="#" data-ident_hash="71940599"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/09/78f778a55fb3eefb552bce06f12c51a6.jpg" alt=""></a><figcaption id="caption-attachment-479865" class="wp-caption-text">M!LK broke out by putting positive catchphrases such as “Biju Iijan” (“The Visuals Are So Good”) and “Suki Sugite Metsu!” (“I Love It So Much I’m Dead”) front and center. Shiozaki (center) is the group’s mood-maker.</figcaption></figure>
A broadcast writer says that watching the talk show &#8220;Otona Moratorium&#8221; (TV Tokyo), hosted by Chinatsu Wakatsuki (42), M!LK’s Taichi Shiozaki (25), and YOU (61), which aired for two consecutive weeks from late night on August 3, made them feel the changing times.
“Until now, culture-type talents with a strong command of words, such as Hiroyuki Ariyoshi (52), Ryota Yamasato (49) of Nankai Candies, and Masayasu Wakabayashi (47) of Audrey, have been popular in variety shows. But now that the gloomy COVID-19 pandemic period has ended, people are looking for a brighter, more upbeat atmosphere. The demand for athletic-type—high-energy, extroverted talents is growing.”
The increase in programs featuring interactions with ordinary people, such as the popular “School Hide-and-Seek” segment on &#8220;Atarashii Kagi&#8221; (Fuji TV) and low-budget shows in which celebrities walk around town, is also encouraging the use of high-energy talents.
“The students and shop staff are all ordinary people. When it comes to getting everyone excited, communication skills are more important than having a sharp sense of humor. One talent who is said to be particularly easy to work with is Shinji Nishimura (42) of Cotton. He is a former announcer at Hiroshima Home TV, highly educated, and good at keeping a program moving. His communication skills are also outstanding.” (Key network producer)
According to the aforementioned broadcast writer, “Among celebrity mothers, cheerful women who confidently voice their opinions, such as Wakatsuki and Miki Fujimoto (41), are also popular.”
“&#8217;Lavit!&#8217; (TBS), which had large numbers of comedians appearing every morning and creating a lively atmosphere, won the support of people who were tired of the self-restraint mood during the pandemic. Japan’s economy isn’t something ordinary people can do much about, so perhaps they want to at least enjoy a cheerful atmosphere on television.”
High-energy personalities are also a good fit for live broadcasts. The aforementioned key network producer analyzes it this way:
“There can’t be moments of dead silence during a live broadcast. High-energy talents who can fill the gaps with nonstop conversation and liven things up with big reactions are invaluable. Takeru (31), the straight man of Tokyo Hoteison, who appears on &#8216;Lavit!,&#8217; is highly valued because, with his bright personality, he also takes on physically demanding segments such as marathons with a serious attitude.”
One high-energy talent attracting attention as someone who may receive more offers in the future is Masayoshi Kotake (40).
“When you hear practicing lawyer, you probably picture someone serious and stiff, but he is actually a bright, positive, high-energy type. Combined with his good looks, he has been gaining female fans rapidly, who describe him as ‘melo-i’—irresistibly attractive. He also has a clean-cut image and intelligence, so he can be used safely even in prime-time programming.
“Among actors, I’d say Ayumu Nakajima (37), who has cemented his popularity with &#8216;Until My T-Shirt Dries&#8217; (TBS). Contrary to his cool image, he himself has a bright, soothing personality. There are lines of television people saying, ‘We definitely want to use him for promotional appearances.’ At first glance, Haruna Kondo (43) of Harisenbon might seem like an introvert, but she is also interesting. She is a high-energy person who socializes with major actors and models such as Yuriko Ishikawa (38).” (Production company director)
Of course, there are some drawbacks as well.
“As was the case with Tunnels at the height of their popularity, if you gather too many high-energy talents, the humor can become based on inside jokes, leaving the viewers behind. Having a moderate number of culture-type talents as well should bring out the strengths of both sides.” (Aforementioned broadcast writer)
With the resurgence of high-energy talents, will terrestrial variety shows be revitalized?
From the September 11–18, 2026 combined issue of &#8220;FRIDAY.&#8221;

 “Sunny-Person” Celebrities Are Making a Comeback on Terrestrial Variety Shows—

【Changing Times】The Rise of Bright and Outgoing Personalities: Are High-Energy Stars Saving TV Variety Shows?

Access Ranking