Local Broadcasting Stations Take on Regional Revitalization (5) "What's Hot in Japan" Sapporo TV

Local Broadcasting Stations Take on Regional Revitalization (5)

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 promote regional 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.

Sapporo Television Broadcasts Compilations of Affiliated Stations' Programs Overseas

"Don't you have any programs about Mount Fuji?" "We want to broadcast travel shows outside Hokkaido." In 2014, Takaaki Sugamura, then Manager of the Business Division at Sapporo Television (STV)'s Tokyo Branch, who was selling Hokkaido travel programs to overseas broadcasters, devised a plan to address these requests. The concept involved STV compiling programs from Nippon TV-affiliated local stations and selling them to overseas stations and airlines for in-flight screenings. The series was named "What's Hot in Japan." Selling overseas involves high barriers to entry, such as securing distribution channels and handling rights. STV created a manual leveraging the know-how and insights gained from its overseas experience and recruited participating stations.

The format was standardized: each station re-edited existing programs into 30-minute segments (including 6 minutes of commercials). Themes were deliberately local, such as "Travel," "Festivals," "Food," and "Hot Springs." Background music was replaced with tracks cleared for international use. This system minimized costs and risk for local stations. Twenty-six stations participated, completing 131 programs. Sales reached 13 countries and regions, including Taiwan, Thailand, and Indonesia (as of the end of November 2015).

Mr. Sugamura expressed his enthusiasm: "Programs featuring ordinary locals with a down-to-earth charm, rather than nationally famous actors or celebrities, are resonating well. This not only provides a revenue source for local stations but also allows us to share overseas sales know-how. Our dream is expanding to contribute to regional development by attracting tourists. We aim to expand sales channels to even more countries."