Second Base with TV Tokyo

18 Aug 2017

Second Base with TV Tokyo

And taking it home at ATF

By Lunita S V Mendoza



Little by little, Japan’s Media & Entertainment industry consciousness is moving towards the Tokyo Olympic Games in 2020. No doubt TV Tokyo, a prominent television station that produces and broadcasts original Japanese animations, such as Pokémon and Naruto, also has its eye on this lucrative prospect. 

In Japan, advertising revenue of terrestrial wave has levelled off, if not even declined a little. However, internet advertisement is gradually increasing. TV Tokyo itself is not blind to the landscape’s various senses of crisis probabilities, and is thus focusing on providing content for the Internet as well, moving forward. 

The company is also focusing on net distribution and increasing its 4K productions as part of its own digital strategy, albeit it admits that not much effort is invested into joint development or production.

According to TV Tokyo Corporation’s Masahiko Yanagawa, who will be at ATF 2017 for the first time, the broadcaster candidly notes that to date, CM advertising* revenue continues to be a major pillar of income for this broadcaster, followed by revenue from animation, and then  in third place, the content business revenue.


Masahiko Yanagawa
Deputy General Manager
TV Tokyo

“However, it does not mean that it is escalating. We still have to experiment with various possibilities for the future,” said Masahiko Yanagawa, TV Tokyo’s Deputy General Manager, who will be at ATF with a colleague of equal standing, Masao Sato, to seek new content for their platform.

Animation, however, might be an exemption. TV Tokyo’s fame is associated with original Japanese animations. It is not news that such players rarely buy animation products from outside Japan. 

The majority of Japanese animation today is produced on the “production committee” model, in which multiple anime, publishing, and other concerns pool funds to produce the movie or television show. Thus, it is rare that TV Tokyo itself would monopolize an IP, instead, sharing rights with several partners.

The broadcaster’s main audience demographic includes a majority of adults over the age of 50, with a lean towards the fairer sex. Most watched to date are TV Tokyo’s economic programs and top quality variety shows, as well as children watching animation.

“Our special fields are news shows that provide analysis and interviews mainly on economic issues, good variety series, and animation program,” Yanagawa concluded.

* CM Advertising = Television advertising or TVC
C = Commercial & M= Message (Japanese terms)

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