Local Broadcasting Stations Take on Regional Revitalization (1) TV New Hiroshima's "Thank you for zero" "Hajimete Bako" – Celebrating a Baby's Birth in the Community

TV Stations Become Hubs for Local Unity! Local Broadcasters Take on Regional Revitalization (1)

Amidst calls for regional revitalization, local media companies are leveraging their strengths in community ties to contribute to area revitalization through diverse initiatives. This special feature focuses on the initiatives of local broadcasters. Their approaches vary widely: collaborating with local businesses to support each resident, launching innovative projects beyond their network affiliations, and working with locals to rediscover the appeal of regional products. Efforts to promote local charm are also accelerating, such as streaming locally owned footage online and supplying content to overseas stations. We report on these developments over six installments.

Celebrating Baby Births in the Community: "Hajimemashita Box"

A groundbreaking initiative: local TV stations deliver congratulatory gifts to families welcoming newborns. This is part of TV New Hiroshima's (TSS) 40th anniversary project, "Thank you for zero." The project name plays on the number 40 (pronounced "four zero") to mean "for newborns." It was conceived from the desire to "convey the preciousness and importance of passing life on to the future, and to build a wonderful future together." The project targets newborns born between April 2, 2015, and April 1, 2016, who are residents of Hiroshima Prefecture. Every newborn who applies receives a gift box called the "First Box." To date, approximately 6,500 babies have received this gift (as of the end of November 2015).

The First Box contains a special "First Album" to compile a photo book of the baby's "first moments," a "Hello Card" with lyrics for nursery rhymes to sing to them, and gifts from sponsoring companies. The box itself, after the gifts are removed, is designed to store precious "first mementos" like their first shoes, first toy, or first drawing.

Sponsors include not only national brands but also numerous local companies eager to contribute to their communities, actively providing gifts. Delivery is handled by local consumer cooperatives deeply rooted in the community.

Mr. Shojiro Kagawa, Director of the Business Promotion Bureau and Head of the Content Sales Development Department at TV New Hiroshima, stated: "A city kind to babies is a city kind to everyone. We entrust our hopes to these babies, wishing Hiroshima will continue to be a city that cherishes peace and happiness. We feel a tangible sense of momentum, with the joy surrounding the birth of a baby spreading throughout the community and building excitement." In April 2015, a theme song by local singer-songwriter Junji Fujie, a father of two, was released. It is used in corporate tie-up commercials and has been performed by Fujie during special programs and the 40th anniversary event.

This project, where not only families but the entire community can share hope and joy together, is scheduled to continue this year.

www.tss-tv.co.jp/thankyouforzero/