Interviews with Presidents of Five Commercial Broadcasters: BS's 16th Year Outlook Part 2: BS Asahi President Seiichi Kikuchi

BS digital broadcasting, which began on December 1, 2000, has now entered its 16th year. The five commercial BS broadcasters have steadily expanded their fan base and continued to grow through programming that leverages the unique characteristics of the medium. Marking the 15th anniversary milestone, we interviewed the heads of each company about the appeal and strengths of their content, their future initiatives, and asked them to share a single kanji character representing the future of BS and the thoughts behind it.

Revitalizing regions and energizing Japan through sports

──You joined BS Asahi last year from Nagano Asahi Broadcasting and have served as its president since this June. How do you perceive BS Asahi's appeal and challenges?

First, a strength shared by all BS stations, not just ours, is our ability to reach every corner of the country. By reliably delivering high-quality content nationwide, we create opportunities for advertisers to provide programs more cost-effectively.

Specifically for BS Asahi, as part of the TV Asahi Holdings group, we constantly ask ourselves what we can uniquely contribute within the group. The most significant factor is our collaboration with TV Asahi. For example, in sports, BS Asahi broadcasts all games live, while terrestrial TV focuses on the finals.

At the same time, we must maintain the spirit to "challenge what terrestrial TV cannot do." While this can sometimes conflict with building strong synergies, it is crucial for all employees to confront this theme.

At Nagano Asahi Broadcasting, despite our small scale, we've focused on revitalizing the region through our own in-house productions. Every project was a collaborative effort with TV Asahi, its affiliate stations, or external production companies. BS Asahi, however, lacks in-house production capabilities. Therefore, I believe our producers must possess high aspirations and clearly articulate their goals.

──Speaking of sports, BS Asahi has broadcast high school baseball for 15 years.

During the Summer Koshien tournament, we provide 128 hours of complete live coverage. This year, in particular, featured many standout players, generating even greater excitement than usual. Additionally, the "U18 Baseball World Cup" saw tremendous enthusiasm, even though we ultimately suffered a narrow defeat to the United States in the final. We also focus on the "ATP World Tour 500" featuring Kei Nishikori, as well as golf and figure skating. For all these, we collaborate with TV Asahi, aiming for broadcasts unique to BS—like closely following amateurs or lower-ranked players in golf.

This year, we were reminded of the power of sports content. When Sendai Ikuei High School advanced in the high school baseball tournament, viewers watched with the hope that "Tohoku, which has endured so much, should become the best in Japan." When Nishikori advances against the world, it feels like Japan's presence grows stronger. Through sports broadcasts, we find courage by identifying with the athletes. We remain committed to the appeal of live broadcasts and intend to continue making sports our killer content in the years ahead.

Returning to our roots and reexamining our commitment to content creation

── Meanwhile, your music and cultural content offerings are also robust. Could you share your direction heading into the 16th year and the categories you'll be focusing on?

While mechanical contact rate surveys began in April, Showa-era pop songs and travel documentaries still enjoy overwhelming support. Considering viewer needs, it's inevitable that similar program approaches increase across companies, but is it truly acceptable to merely pander to this?

We're now in an era often called "smartphone first" rather than "TV first," and viewers' environments have changed dramatically. Data marketing has advanced, giving us more information. While capturing and utilizing this data is essential, the fact remains that content is the core point of connection between us and our viewers. I believe we need to return to our roots and reconsider what message we truly want to convey.

We must once again face our viewers with the dreams and ethics of broadcasters from television's pioneering era. With this mindset, we launched new programs this spring, such as "BS Asahi The Documentary" and the 15th-anniversary special "Tetsuko Kuroyanagi's Kodomo no Kuni: Artists Who Painted Dreams."

Regarding the collaboration I mentioned at the beginning, we will continue to focus our efforts on "New Scenic Heritage of Japan: Rediscovering Our Hometowns," produced in cooperation with our affiliate stations. Building on the regional revitalization theme I worked on at Nagano Asahi Broadcasting, we are now leveraging the advantages of national broadcasting. We also aim to strengthen our cooperative relationships with affiliate stations through initiatives like awarding outstanding works.

"Tetsuko Kuroyanagi's Kodomo no Kuni: Artists Who Painted Dreams" (Wednesdays, 10:00 PM - 11:00 PM)

──Could you express the future of BS in a single kanji character?

I chose the character "翔" (soar). The entire BS industry, and BS Asahi specifically, will soar even higher with lofty aspirations. We aim to deliver content that earns viewer support and makes people say, "That's really taking flight," while also gaining recognition from advertisers for its unprecedented quality. I chose "翔" because I envision a future where everyone—the media, viewers, and advertising companies—can spread their wings and soar.

In the immediate future, the 2020 Tokyo Olympic and Paralympic Games represent a significant milestone. When the Games were last held in 1964, I was in my third year of junior high school. I vividly remember watching many events on the school's color TV. I hope this upcoming Games will become an opportunity for the next generation to view Japan's future positively. To that end, the entire BS industry will work to elevate its status as a media platform leading up to 2020. Within that effort, BS Asahi aims to stand out by pursuing content creation with a sincere and dedicated approach.

15th Anniversary "BS Exhibition 15 Festival"

To commemorate their 15th anniversary, the five commercial BS broadcasters will hold the "BS Showcase 15 Festival" starting December 1 (until January 31, 2016). During this period, they will broadcast over 60 carefully selected archive programs from all five stations, including travelogues, documentaries, and films, totaling 130 hours. Furthermore, during the year-end and New Year period (December 28th to January 3rd), the five stations will jointly present the special program "Back to the 21st Century," airing for two hours daily on a rotating basis. Actor Kotaro Yoshida will portray the "Director of the Yoshida Future Research Institute," presenting research findings on five themes of the 21st century: "Monsters," "Work," "Tokyo," "Women," and "Time."