Recently, Nippon TV provided updates on its global expansion strategy. During TIFFCOM last week, the company commented that it is seeking to align with the Japanese media industry’s shift toward international content development by operating production studios focused on creating content for international audiences.
New studio and unscripted format development
The company recently launched the Tokyo-based Gyokuro Studio, which aims to develop 10 unscripted formats each year specifically targeting international markets. Ken Akiyama, the head of the new studio, explained that Gyokuro will ‘co-create, not only with in-house talent, but also with leading external creators and production houses to deliver premium Japanese content to the world’. The studio has already launched its first two formats: Mega Catch, which features contestants competing against fast-flying objects, and Secret Little Assistant, where children assist their parents at work without the adults’ knowledge.
The broadcaster has established a strategic partnership with Canada-headquartered Blue Ant Studios to expand the development and production of Nippon TV and Gyokuro Studio’s unscripted formats in the North American market. This partnership is led by Tom Miyauchi, who heads Nippon TV’s new LA office, along with Blue Ant’s Matt Hornburg and Diane Rankin. The companies previously collaborated on Blue Ant’s adaptation of Nippon TV’s global hit format Old Enough!.
Commitment to international partnership
Keiichi Sawa, Nippon TV Senior Executive Operating Officer, confirmed the company’s strategic shift toward global markets. ‘Japan’s networks used to prioritize domestic ratings, but that needs to change and our plans for co-production and co-creation with international partners is already underway’, stated. He emphasized the importance of external partnerships: ‘We established our LA base in June and partnerships with companies both domestic and international will be essential for us»’Nippon TV is also leveraging technology for global application. Takayuki Shinoda, Nippon TV’s Associate Managing Director of Global Strategy Headquarters, introduced the broadcaster’s AI division, Viztrick AiDi. While primarily used for sports broadcasting in Japan, the technology features facial recognition, real-time sound and video analysis, and live graphic overlays.
