Government Encourages TV Content Trade

Japan’s Ministry of Internal Affairs and Communication will form a panel in November, with participants including the Fuji and TBS networks, to discuss a trial change in the TV content business. The government advisory panel will motivate Japanese TV production companies to boost international and Internet distribution. Since broadcasters retain all rights to content, including Webcasts and overseas sales, the advisory panel wants broadcasters to relinquish some of these rights for the trial period in fiscal 2008.

**Reference: 6/28/2007 Variety Magazine

Japan’s Entertainment Industry Also Begins to Focus on Global Crisis

With the Hollywood entertainment industry educating viewers about global crisis, Japan has also begun to realize the important role of the entertainment industry in this matter. Japanese broadcasting networks, such as TBS and TV Tokyo, have started to include global issues in their regular shows, while Fuji TV and TV Asahi have created brand new shows dedicated to environmental catastrophes. NTV’s “NTV Eco Walk”, which aired from June 8th to the 10t, is one of the shows created to educate Japanese viewers, who live in the 10th most populated country and are vulnerable to environmental change.

**Reference: 7/9/2007 Nikkei Business Daily, Census

Broadcasters Start New Programs

Japanese broadcasters, while still cautious about utilizing YouTube and other modern Internet services, are increasingly establishing presences in “Second Life.” With a complete conversion to digital transmission by 2011 looming and broadcasters facing a peak in ad revenues followed by a decline due to viewership lost to the Internet, seeking outside sources of revenue has becoming an important topic. Fuji Television has created avatars of their popular “Idoling” idols in Second Life, while TV Tokyo is planning to recreate a Showa-period summer festival. Each company is also considering product sales and other methods of increasing interaction, although they must also deal with copyright issues.

**Reference: 6/25/2007 Nikkei Business Daily

Attracting Viewers with YouTube

Tokyo Metropolitan Television (Tokyo MX) and Sky Perfect Communications have begun distributing part of their programs on the video sharing website YouTube. Although most broadcasters are still wary of copyright infringement, these two companies see the plan as a means of attracting more viewers to their media. Tokyo MX is offering news, press conferences, and rakugo performances, while Sky Perfect is releasing digests of highlights from J-league soccer.

**Reference: 8/20/2007 Nikkei Business Daily

Sponge Bob on Cell Phone

Viacom International Japan, a subsidiary of MTV networks, began distributing “Sponge Bob Square Pants” via mobile phones on July 2nd. They are hoping that this will help promote multiple Nickelodeon characters in Japan and will eventually result in viewers watching the actual television shows. Consumers can purchase a monthly pass for 315 yen (U.S. $2.73) and will be allowed to watch full-length episodes of the cartoon.

**Reference: 6/25/2007 Nikkei Business Daily

Cell Phones Attracting a Larger Female Audience

Until now, mobile image consumers were mostly male due to the large collection of female celebrity photos being distributed on mobile sites. However, Pony Canyon, a renowned Japanese publishing company, has begun a mobile service that will increase female interest. Hair and fashion catalogues featuring known models from popular female fashion magazines, such as “JJ” and “Ane Can”, will be accessible through mobile phones with a charge of 315 yen (U.S. $2.73) per catalogue, each containing approximately 64 photos.

**Reference: 6/26/2007 Nikkei Business Daily

Japan Brought 331% More Books on Phones in 2006

The Digital Content Association of Japan announced on August 8th that mobile phone sales of electronic books, including manga, grew 331.3% from 1.6 billion yen (about U.S. $14 million) to 6.9 billion yen (U.S. $58 million) in 2006. Non-phone Internet sales of electronic books grew 69.7% from 4.8 billion yen (U.S. $41 million) to 8.1 billion yen (U.S. $68 million). The Digital Content Association predicts that mobile phone sales of electronic books will increase to 11.7 billion yen (U.S. $99 million) in 2007, compared to a projected 9.4 billion yen (U.S. $79 million) for Internet sales.

**Reference: 8/8/2007 Anime News Network

The Next Generation of Bookworms

With homeroom reading time in schools encouraging young students to read books, many Japanese publishing companies are beginning to put out novels that fit the youth interests. Knowing that young viewers are prone to purchasing the every novel in a series, Rironsha has published a mystery series entitled “Mystery Ya!” and 10 volumes have been released so far. Other approaches include illustrating the cover with anime style drawings and setting the story in a surreal world such as those featured in games and anime.

**Reference: 7/3/2007 Nikkei Business Daily

Tekkonkinkreet: Black and White from VIZ Media

VIZ Media announced that they would be releasing Taiyo Matsumoto’s “Tekkonkinkreet” on September 25th. This manga is also the inspiration behind Sony Picture’s Tekkonkinkreet anime feature film, directed by noted visual effects artist and producer Michael Arias (“The Abyss”, “Princess Mononoke”, and “The Animatrix”). Taiyo Matsumoto has won international critical acclaim for his rough and often fearless depictions of disaffected youth drawn in a surrealist art style.

**Reference: 8/1/2007 VIZ Media Press Release

First Anniversary of Toonami Jetstream TM and Presents for the Fans

Toonami Jetstream TM, the online extension of Cartoon Network’s long running Toonami action-adventure TV lineup, is celebrating its first birthday. It has been one year since VIZ Media and Cartoon Network partnered to create the site, which allows fans to view their favorite shows online. To celebrate its anniversary, the site has added a new lineup of shows, including “Star Wars: Clone Wars,” “Dragon Ball” and “Mega Man Star Force”.

**Reference: 8/7/2007 VIZ Media Press Release

Oreskaband’s Debut for Hollywood Film

The concert held during the Anime Expo at the Long Beach convention center on July 1st by the Oreskaband, a group of six Japanese high school girls, was a success. Now executive producer Barry Rosenbush (“High School Musical”) has chosen the young Japanese band to star in an upcoming film. The film is scheduled to be release in theatres worldwide in 2008.

**Reference: Oreskaband Official Website

Bandai-Namco: A New Approach to Broaden Consumer Range

Bandai-Namco Holdings began work on video games and an amusement facility based on its popular toy line “Treasure Gaust” in July. They are hoping to increase consumer interest in their toys with these new products. The recently created Nintendo DS game of “Treasure Gaust:” allows players to catch a ghost named “Gaust” by twirling the controller and raising it to battle other players. The majority of consumers are elementary school students and the company has sold 430,000 games as of June.

**Reference: 6/26/2007 Nikkei Business Daily

Pokemon Returns!

American kids’ obsession with “Pokemon” trading cards and cartoons largely faded about five years ago. However, “Pokemon” remains a hot videogame product. Although the last “Pokemon” pic to get a U.S. theatrical release, 2003’s “Pokemon Heroes,” grossed less than $1 million, in the first half of this year, Nintendo’s “Pokemon Diamond” for the DS was actually the bestselling game in the U.S, moving 1.67 million units. The 3rd bestselling game, “Pokemon Pearl,” also from Nintendo for the DS, sold almost 1.2 million units.

**Reference: 7/30/2007-8/5/2007 Variety Magazine

POPJNEO

The promotional magazine “POPJNEO” has been remodeled into a nation-wide informative magazine about Japan. This publication has exclusive information all about Japan, introducing the most newsworthy pop culture and happenings all in English. From entertainment, cuisine, fashion, sightseeing, daily life in Japan, customs and habits, to neo Japan, “POPJNEO” is designed not only for people who are interested in trends and pop culture, but also for people who have an interest in traditional Japanese culture, or who are completely new to Japan in general. The magazine will also provide product services for viewers to be able to purchase the products that they see on the issue.

For more information, go to: www.popjneo.com

Foreigner-Friendly Japanese Websites and E-mail

The software development company Zoo released a new website that will automatically create “ruby” (phonetic readings displayed above Japanese characters). The service is targeted at foreign students and businessmen, and is supported with advertisements. The site will be called “Yomoyomo,” and it works by simply entering a URL or inputting email into a text box. Ruby can be displayed in the Roman alphabet, Japanese hiragana, Korean Hangul, Hindi Devanagari or Cyrillic.

**Reference: 6/26/2007 Nikkei Business Daily