Interview with TV Tokyo Producer Takayuki Ito "On the Fuzziness That Breeds Unconventional Ideas"

"Behind the Scenes of Effective Expression" focuses on "successful promoters of expressive activities" across various fields. This time, we spoke with TV Tokyo producer Takayuki Ito, who creates hit programs with innovative ideas, about his approach to program creation and his thoughts.

 

I'm sure people around me see me as an oddball, and they might worry I'm isolated. It's been about 20 years since I joined TV Tokyo, but ever since I was a rookie, I've always pursued ideas that my station didn't have. "Looking for what wasn't there" was the easiest way to find inspiration. The result, at least so far, has been leading to variety show production.

Right after joining, a senior told me: "Not writing proposals is like being dead" and "Trust that 1% genius inside you. Even if 99% of you is ordinary." Those words stuck with me. I just wrote proposals relentlessly. I still do. I clearly remember the first proposal that got approved. It was based on my high school experience. There were two chubby rugby players on the team. These two would buy instant noodles from the convenience store, pour in the powdered soup, and crunch away. When I tried it myself, it was surprisingly delicious (laughs). That led to the realization of a concept called "Three Little Pigs," where the chubby guys introduced tasty ways to eat the noodles. A TV concept has to be something you yourself would find "interesting" to watch. And pitching a concept means having the courage to face embarrassment, presenting your idea sincerely and honestly.

Viewers are our "customers." Even if ratings struggle initially, I want to create shows that build a core customer base and then thoroughly deepen that relationship. If we grow older alongside our viewers, they'll likely watch more with the sensibilities of three years from now. Rather than making shows that are interesting to everyone, I think what today's TV industry needs is to create a wide variety of programs with deep, dedicated audiences.

Program sponsors are "partners." That's what I call them. They're buying into the content, meaning they're involved in the program on the same level as us producers and performers. So, I want them to stick with us long-term. That commitment resonates with viewers too, creating value for partner companies beyond just airing commercials. For my shows, it builds an image like, "Oh, this company supports comedy."

Looking inside the TV station, I personally like to wander around the sales floor just to chat and build rapport. You don't see many producers doing that, right? (laughs) But surprisingly, it helps me find material too.

Reflecting on myself lately, I realized I tend to adjust too much, constantly considering the balance around me. I recently had time to think and decided to stop doing that. What's truly expected of me is probably to "step outside the box." I sense a cycle where nothing new emerges from the safe repetition of similar programs. To break this bad cycle, I feel I must challenge myself.

I have various specific programs I want to create going forward. For example, I want to bring out people who are currently difficult to get on shows. Especially those with remarkable abilities who possess the charm of the compliment "foolish adult." I want to work with people who have these abilities and be influenced by them myself. I also want to try a program that truly delivers the content of laughter, a program that pursues straightforward comedy. Simple entertainment shows that end with "Ah, that was fun." I'm also interested in quiz shows. Plus, shows where you just set up the framework and do whatever's funny at the moment. Basically, I want to tackle things that don't exist now, things that haven't worked for years.

I want to be the kind of person people keep thinking, "Man, this guy keeps doing stupid stuff, what can you do?" I want to maintain a provocative attitude, like "I'm going to wreck my own company."