15 Years Since Launch: The Current State of Commercial BS Broadcasting Factors Behind Strong Performance and Potential for Evolution Part 1

On December 1, 2014, commercial BS digital broadcasting marked its 15th anniversary. It has grown steadily alongside a diverse range of programming. The advertising market has nearly doubled over the past three years since 2010, and numerous popular programs have emerged, truly marking a period of fulfillment. Amid fierce competition between old and new media, what are the factors behind this strong performance? And what is the potential for further growth? We want to explore the appeal and future of commercial BS broadcasting from various perspectives.

BS-TBS Programming Division Director (at time of interview)
Mr. Hiroshi Shigekawa

We spoke with Mr. Hiroshi Shigekawa of BS-TBS, who has been involved with programming since the preparatory stages of the station's launch and has consistently engaged with BS from diverse roles, including sales planning and public relations.

I believe our current success stems from relentlessly pursuing the unique appeal of BS and its benefits for advertisers. In terms of programming, the greatest strength of commercial BS is "delivering satisfaction to viewers with an edge distinct from terrestrial broadcasts." Prime examples include "Sake Bar Wanderings," where "Sake Bar Poet" Rui Yoshida visits izakayas, and "Tazaki BAR," where sommelier Shinya Tazaki answers guests' questions about wine and food. Precisely because we can focus intently on individuals possessing "authentic skills" honed to perfection in their field, I believe we also satisfy viewers' thirst for knowledge.

Editing also shows ingenuity. It stays attuned to the subject's emotional state and the viewer's perspective, avoiding excessive information or narration. For instance, it deliberately waits during moments when the guest is deep in thought. Within that pause, you might hear a waterfall or the sound of a train... This approach, which conveys the "atmosphere" and "timing" of the scene, likely captures the viewer's heart.

Another major strength is the high degree of freedom to create programs that meet advertisers' requests. We can embody content that resonates with viewers while incorporating the advertiser's vision. We can pursue a company's world-class skills or technology through documentary-style coverage. Or we can spotlight and depict businesses quietly supporting Japan's future. We take pride in being a media platform that can fulfill advertisers' dreams in diverse ways.

We aim to continue meeting advertisers' needs and helping shape corporate and societal culture. To achieve this, the cooperation of advertising agencies—our vital bridge to advertisers—is indispensable. We sincerely hope to collaborate with you in developing the role of commercial BS broadcasters within integrated media strategies. Furthermore, we hold high expectations for creating entirely new, innovative content through collaboration with advertising creatives.

Fifteen years since our launch. In a sense, we feel the environment is now ripe for a leap forward. While we have a strong reputation for high viewership among seniors, our audience base is expanding to include the highly consumptive 40s and 50s demographic, as well as younger viewers during late-night hours. We've also begun actively collaborating with other media, such as the internet and magazines, enabling the multi-use of a single piece of content. As we enter the era of 4K and 8K, commercial BS broadcasting will surely be able to showcase its appeal even more.

Starting next April, mechanical audience measurement will be introduced. We see this as an opportunity to generate interest. However, what has sustained BS up to now is advertisers evaluating us based on their own metrics, such as response and sales. We intend to continue creating programming that cherishes this unique BS quality.

*Mr. Shigekawa has been transferred to the TBS Holdings Corporate Strategy Department, attached to the BS-TBS Programming Division. He will now oversee BS operations from a comprehensive strategic perspective encompassing terrestrial broadcasting.
　

The Origin of the Bar Boom

"Rui Yoshida's Bar Hopping Diary"

One of the hit programs now representing commercial BS broadcasting is "Yoshida Rui's Bar Hopping Diary" (BS-TBS). Sake poet Rui Yoshida casually visits izakayas, savoring drinks and food while interacting with patrons. Its simple, unpretentious content has gained popularity, becoming the "source" of the recent izakaya boom. The relaxed production style that conveys the atmosphere of the izakaya, the easygoing interactions with people, and his character genuinely enjoying the izakaya experience – this hit content was born from production techniques unique to BS.

Suntory Holdings Executive Officer
Kazumasa Kubota

I've been involved with commercial BS broadcasting in various ways since its inception, and I feel this has cultivated my understanding of commercial BS and a kind of discerning eye.

The greatest appeal is likely the viewers' deep, dedicated engagement. Because there are so many high-quality programs, it fosters consistent viewing habits. This creates an environment where the messages we most want to convey are likely to reach and be understood by the audience.

Take "Long Live Highballs!" (BS-TBS) as an example. While introducing various establishments, it showcases the enjoyment of "Kaku Highball" paired with delicious cuisine. Despite being an informational program, it effectively conveys the appeal of highballs. It also naturally communicates the "drinking quality" we value most. The featured establishments have received positive feedback, and by sharing the enjoyment and deliciousness of highballs, it delights viewers too. The reason we've been able to build a relationship that's more than just win-win is likely because the dedicated viewing style unique to BS is working effectively.

Furthermore, commercial BS channels offer greater creative freedom in program production, making them a media platform with many opportunities to convey corporate messages. BS Japan has aired several documentary specials delving into our product development. Commercial BS channels, where viewers watch attentively, seem well-suited as a platform to convey a brand's story and dreams without embellishment. Moreover, after broadcast, viewer reactions spread on social media, creating a very positive flow.

Leveraging this "focused viewing" to effectively entertain while communicating corporate products and messages. We hope commercial BS stations will continue to support us with their unique broadcasting power.

, Director, Toyota Marketing Japan Chairman, Broadcasting Committee, Japan Advertisers Association
Yoshiyuki Tsuchihashi

Many hit programs on commercial BS channels center around specific lifestyles. Travel documentaries and live sports broadcasts are prime examples. I believe BS will grow further by expanding these core themes and focusing on a broader range of lifestyles.

A major strength of commercial BS broadcasting is its nationwide reach. Without regional restrictions, the same signal reaches viewers, allowing targeting of diverse lifestyles across the entire country. This suggests significant untapped potential remains.

The proliferation of the internet has dramatically increased the choices for information media. However, looking at social media posts, television programming still holds significant influence. Furthermore, the diversification of content has heightened the value of "sharing the enjoyment of watching a program with someone through social media."

Amidst this landscape, nationwide broadcasts on commercial BS channels hold significant potential. People across Japan with similar lifestyles and interests can watch the same program and share that time together. With viewing environments now well-established, commercial BS should be able to pursue this. While we are in a turbulent period of media diversification, I expect further enhancement of its value as a medium.