Tokyo Gov. Ishihara slams Japanese commercial broadcasting

Japan Policy & Politics, Nov 19, 2001

TOKYO, Nov. 15 Kyodo

Tokyo Gov. Shintaro Ishihara on Thursday slammed Japanese commercial broadcasting as sometimes wasteful and urged broadcasters and reporters to change their content, especially in afternoon programs.

''Whatever TV network I watch, I only get the same blank feeling...I find the afternoon programs of these commercial broadcasters particularly tragic and a waste of time,'' Ishihara said at a two-day convention in Tokyo marking 50 years of commercial broadcasting in the country.

''There are too few programs targeting important viewers in their 50s, 60s and 70s. We need essential marketing targeting these mature people,'' Ishihara said.

Ishihara spoke at the 50th NAB Annual Convention sponsored by the National Association of Commercial Broadcasters in Japan (NAB) at Tokyo International Forum, which began Thursday. The governor was invited as a guest speaker.

At the convention, NAB President Seiichiro Ujiie said broadcast satellite (BS) digital broadcasting is facing a bit of an uphill battle, but expressed hope it can be expanded to reach the target of 10 million audio and TV outlets in 1,000 days.

''Digitalization of the entire broadcasting industry cannot take place without the popularization'' of BS digital technology, said Ujiie who is also president of Nippon Television Network Corp.

Ujiie said public broadcaster Japan Broadcasting Corp. (NHK) ''will deviate from its duty of public broadcasting'' if it expands into new noncore businesses. Commercial broadcasters are opposed to NHK beginning such ventures as providing Internet access.

He said he hopes NHK will take reasonable measures about this concern.

In response, NHK President Katsuji Ebisawa said NHK aims to do its best in broadcasting while continuing to ensure moderation in its content.

Established July 20, 1951, the NAB is a private, nonprofit corporation representing Japan's commercial broadcasters.