Local Broadcasting Stations Take on Regional Revitalization (6) "Loco Chan" and "THE ICHIBAN"
Local Broadcasting Stations Take on Regional Revitalization (6)
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 local station-owned footage online and supplying content to overseas stations. This six-part series reports on some of these initiatives.
A Portal Site Conveying Regional Appeal Through Local Station Videos
Launched in August 2015, "Loco-chan" is a portal site that carefully selects and aggregates videos owned by local stations nationwide, from Hokkaido to Okinawa, from the perspective of "regional revitalization." Its goal is to broadcast the region's undiscovered charms nationwide, aiming to spark interest, attract visitors, promote relocation, and boost sales of local products. While station programs are fundamentally produced for local audiences, they often contain information uniquely appealing to people from other regions, thanks to the local stations' deep knowledge of their areas. It's a veritable "hidden treasure trove" of content. Currently, users can enjoy 450 pieces of content across 21 areas from 28 broadcasters, covering tourism, gourmet food, local specialties, and regional news (as of the end of November 2015). The site's development and operation were contracted to Dentsu Inc. under the Ministry of Internal Affairs and Communications' "Project to Promote Regional Content Distribution through Broadcasting and Telecommunications Collaboration."
A program where Indonesian idols visit Japan's "Ichiban"
The travel & information program "THE ICHIBAN," which discovers the undiscovered charm and value of various regions across Japan, is being broadcast every Sunday from December 13, 2015, to February 14, 2016, on Rajawali TV (RTV), a terrestrial broadcaster in Indonesia, one of the inbound markets (10 episodes total, 30 minutes each). In the program, three members of the Indonesian idol group JKT48 and popular talent Dwi Andika follow instructions given within the show to seek out the "Ichiban" locations selected from among the "best in Japan" found in regional areas. Relying on minimal hints, they utilize smartphones and translation apps, independently research public transportation like buses, and the documentary-style program follows their struggles to reach their destinations within the time limit. The show also features unexpected encounters with breathtaking scenery, tourist spots, amusing incidents, and the cast's genuine reactions and emotions. Its aim is to promote regional tourism among Indonesian visitors to Japan, stimulate demand for local products, and contribute to regional revitalization.
The program is jointly produced by local stations and Dentsu Inc., with cooperation from Fab Communications, local government tourism departments, and others. Ten episodes will be produced and broadcast across eight stations: Yamagata TV, Niigata TV21, TV Oita, TV Miyazaki, TV Tokyo, Tochigi TV, Kyoto Broadcasting System, and Sun Television (Hyogo Prefecture).
On November 20, 2015, a press conference for the program was held at the "Japan Travel Fair 2015 Autumn/Winter" (November 20-22) venue in Jakarta's large shopping mall, Central Park. Ambassador to Indonesia Yasuaki Tanizaki attended as a guest.
Moving forward, the team is exploring ways to utilize "Roko-chan" to introduce even more Ichiban.
Was this article helpful?
Share this article
