Local Broadcasting Stations Take on Regional Revitalization (3) Shizuoka wktk Project

Local Stations Take on Regional Revitalization (3)

Amidst calls for regional revitalization, local media companies are leveraging their strengths in community ties to contribute to area revitalization through diverse initiatives. This series focuses on the efforts of local broadcasters. Approaches vary widely: collaborating with local businesses to support each resident, launching innovative projects beyond network affiliations, and working with locals to rediscover the appeal of regional products. Efforts to broadcast the region's appeal are also accelerating, such as streaming locally owned footage online and supplying content to overseas stations. This six-part series reports on these developments.

Cross-Network Multimedia Expansion: 2016 Sees Government, Private Sector, and Stations Collaborate to Reach Beyond Prefectural Borders

Shizuoka Prefecture's four commercial broadcasters—Shizuoka Daiichi Television (SDT), Shizuoka Asahi Television (SATV), Shizuoka Broadcasting System (SBS), and Television Shizuoka (SUT)—have jointly run the "Shizuoka wktk Project" campaign since March last year. Aiming to revitalize the prefecture facing challenges like population decline and corporate withdrawals, the four local stations planned this initiative across network lines. Through coordinated events, programs, and web content, they are united in promoting Shizuoka's diverse charms both within and outside the prefecture, seeking to increase tourists and permanent residents.

The campaign's catchphrase, "Excuse me m(_ _)m Shizuoka Prefecture here," plays on the local habit of frequently saying "sumimasen" (excuse me) even when not apologizing. The project is energized by the limited-time PR ambassadors "4siz" (featuring female announcers from all four stations), the support character "Fujitan" created by actor Seiichi Tanabe (nicknamed "Gahaku" or "Master Painter"), and the comedy duo "Total Tenbos" from Gotemba City, Shizuoka Prefecture, serving as cheerleaders. Mr. Komon Komiyama, one of the project's executive directors and Head of News Production at Shizuoka Daiichi Television, shared his aspirations: "As a television station, our contribution to the local community is to effectively communicate Shizuoka's vitality and charm, sparking interest and engagement. The project has gained recognition within the prefecture, so next year we aim to collaborate with local businesses and public institutions. We want to unite government, private sector, and broadcasters to enhance our activities outside the prefecture."

Since their formation, the immensely popular 4siz have appeared on programs across the stations and engaged in diverse promotional activities both within and outside the prefecture. Last November, they appeared at the "Street Performance World Cup in Shizuoka" held at Sumpu Castle Park in Shizuoka City. A distribution event for the "4siz Calendar 2016," featuring photos taken at their recommended spots, drew a huge crowd of fans.

Each station also launched unique projects: Shizuoka Daiichi TV collected photos of cats that looked like they were saying "Sorry" or "My bad," while Shizuoka Asahi TV solicited "My slightly embarrassing but endearingly charming photos" for online display. Shizuoka Broadcasting Corporation featured weather forecaster Minoru Hirezaki temporarily joining companies and schools to showcase his skills and anecdotes, while TV Shizuoka solicited senryu poems themed around the prefecture. The campaign website showcases Fujitan commercials, each station's initiatives, and 4siz's activities.