Yoichiro Tsunoda × Hiroki Nakamura × Masayoshi Park × Yoshimitsu Sawamoto "Creating Tomorrow's Television" Meeting! (Part 2)

Dentsu Design Talk vol.96 (Held March 5, 2013)

 

Continuing from the previous session, four speakers—Yoichiro Tsunoda of TBS Television, Hiroki Nakamura of PARTY (specializing in digital creative), Masayoshi Park, President of VASQUELL (leading expressive development for interactive programming), and Yoshimitsu Sawamoto (CM Planner/Creative Director, Dentsu Inc. Communication Design Center)—engaged in a discussion about "Tomorrow's Television."

(Planning & Production: Dentsu Inc. Human Resources Bureau, Aki Kanahara Article Editing: Sugatsuke Office Structure Cooperation: Eiji Kobayashi)

Regarding interactive attempts utilizing "TV and smartphones," Mr. Park, President of Basquille, suggested, "Given the current low internet connectivity rate for TVs, this trend simply reflects leveraging the widespread adoption of smartphones." He pointed out, "It would be interesting and convenient if TV became a hub device connecting to all content flowing onto screens, like Niconico Video, YouTube, and social games. Setting that as a goal and considering how to create the future TV from the perspective of device innovation is also necessary."

From the perspective of a TV commercial planner, Mr. Sawamoto raised the question of whether some viewers might feel uncomfortable seeing smartphones frequently appear on the program screen. He stated, "It's important to value viewers who enjoy existing programs, separate from shows that require integration with smartphones to function." Mr. Tsunoda added, "TV once had a 'magical power' that made people think, 'I have to watch the Monday 9pm drama.' The reason TV has become less interesting lately is that this magic no longer works (because the secrets behind it are revealed online beforehand). To recapture that magic, we could say we just need to create truly compelling content that makes people want to watch live every week. Conversely, this might signal the dawn of a new era for true professional creators." Regarding TV's declining appeal, Nakamura commented, "Watching TV creates a sense of the extraordinary within the ordinary. But now, the extraordinary itself seems to have become commoditized. Even if programs are created following methodologies that guarantee ratings and avoid complaints, programs lacking excitement or adventure are ultimately doomed to fail." He questioned the current approach to program production. He then positioned his own efforts, stating, "The real-time nature of live broadcasts carries excitement. For the past six months or so, we've been struggling to figure out if we can use interactive tools to generate that thrill."

A major reason such experimental attempts are difficult to realize on television is the issue of monetization. Sawamoto stated, "The enjoyment of interactive programs is limited to live viewers only. Isn't that a risk for broadcasters?" Mr. Tsunoda, while stating it was his personal opinion, remarked, "Ratings are, for better or worse, a 20th-century system created by advertising agencies. The challenge is how to transform it into a 21st-century model." He argued, "For TV stations to push forward in digital and interactive directions, a shared vision for the future, developed together with advertising agencies and clients, is necessary." He also introduced the talk variety show 'Otona no!', which he currently produces as an example of programming unconstrained by ratings, where sponsors are recruited independently for the program. For this show, they held a program festival at Akasaka BLITZ, using ticket revenue from the audience to fund production costs.

Mr. Nakamura also introduced the online version of PARTY's "Real Escape Game," proposing, "If we can create a program that monetizes the content itself through a mechanism like this, and then broadcast it through the massive platform of television, increasing participants from 10,000 to 1 million, we could make it work without relying on client funding." Park stated, "We also need to create a new model, distinct from existing advertising, that offers something slightly more engaging than just watching for around 300 yen, positioned between those who actually buy tickets and attend and those who just watch on TV."

While various discussions took place, the key point seemed to be how to create an experience of "participation" within television. Mr. Tsunoda remarked, "Even for live events, Akasaka BLITZ holds 1,200 people, and the National Stadium holds 70,000. But if viewers can participate in television entertainment in real time, there's potential for 10 million or even 100 million participants. How television can create that sense of participation is the key." The passionate session concluded, hinting at television's future potential through the latest production experiments.