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MUMBAI:
J Food & Culture TV (JFCTV), which has Dentsu as one of
the investors, is launching an international entertainment
channel with popular Japanese content.
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Japan will first launch in Singapore on 25 February, after
which it will move to other markets including India.
Apart
from Dentsu, JFCTV investors include Nippon Television Network
Corporation, TV Asahi Corporation, Tokyo Broadcasting System
Holdings, TV Tokyo, Singapore Media Alliance, Imagica Robot,
Hokkaido Television Broadcasting and Shogakukan-Shueisha Productions.
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Japan will be distributed to 11 countries and territories
in the Asia Pacific region including Indonesia, the Philippines,
Hong Kong, Malaysia, Thailand, Australia, Vietnam, India,
Korea and Taiwan.
Emerging
markets in the Asean region are showing remarkable economic
growth, and countries outside the region that are aiming to
enter this marketplace are focusing on ways to increase their
presence in the region in order to boost the brand image of
their corporations as well as the number of travelers coming
into their countries.
The
export of broadcast content is regarded as a strategic move
to promote awareness and understanding of a culture which
can increase the degree of positive feelings toward that country.
In the midst of intensifying competition, Japan must continue
to provide high-quality, versatile content to the global marketplace.
The
Japanese content currently being broadcast around the world
is either content purchased individually by overseas broadcasting
stations or the NHK World TV (English) and NHK World Premium
(Japanese) programs. There are, however, no channels broadcasting
over a wide area that have a Japanese company or companies
at their core.
Against
such a backdrop, Dentsu and the JFCTV investors launched this
project to both increase the market for Japanese content and
enhance the presence of Japan in other countries. This is
the first time that several media content companies in Japan
have collaborated to integrate and edit content for distribution
overseas.
Moreover,
the establishment of a comprehensive entertainment TV channel
by a Japanese company to deliver variety and music programs
to audiences overseas is expected to provide logistical support
for Japanese companies as they accelerate their globalisation.
Television commercials and events that are linked to program
content, for example, can be used to increase the synergistic
effects of advertising communications.
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