What is the power of a team?

Mr. Kuroki, renowned as a top-tier producer at Fuji TV, and Mr. Kitakaze, Chief Solution Director at Dentsu Inc. Their dialogue, spanning seemingly different yet closely related fields, highlights the sharp perspectives and struggles unique to their generation! The future of television and advertising may well rest on this "in-between generation"... This series presents their daily struggles and passionate insights across five installments.

The theme of the second installment is: "What is the power of a team?"

What emerges when everyone gets excited

Kitakaze: What kind of programs draw you in, Kuroki-san?

Kuroki: Programs where everyone—cast members, staff, even managers—is genuinely excited and energized are incredibly compelling and powerful. It's like a trendy, bustling restaurant. Conversely, programs where the cast and staff lack a shared narrative struggle to connect with viewers.

The projects you worked on, Mr. Kitakaze, also involved many staff members—a kind of "group performance," right? TV is similar, often involving quite a few people. What makes a concept interesting becomes clear from the reactions of the team members, so I place great importance on that. Of course, there are shows where one star carries the whole thing, but when there are several directors and it feels like everyone is working together, things tend to run smoothly.

Mr. Shoichi Kuroki (Fuji Television)

This is slightly different from what's often called "insider humor." "Insider humor" is just one technique. It's a technique that's less favored these days. Of course, for me personally, back in the 80s with "Oretachi Hyokin-zoku," the vibe where staff members would appear on screen was incredibly cool at the time. Maybe both I and Fuji TV just can't forget that era. That said, how a team creates its vibe naturally changes with the times, and today has its own methods. Younger producers are naturally thinking about how they'll move forward. Honestly, this is something I'm looking forward to.

Kitakaze: But the question "How do you get the outside excited when the inside isn't?" definitely comes up. It's the same in creative work. Every project needs at least one star, but sometimes you need a star who can craft the copy, other times you need a star who can design the whole system – it's case by case. The real thrill of my job isn't always placing a specific star, but finding the right star for each moment and asking them to work with us.

Kuroki: I see, I understand completely.

Yuko Kitakaze (Dentsu Inc.)

Kitakaze: These days, advertising planning often demands, "Become a superstar who can handle everything." But that's impossible. I understand my own limitations well. Precisely because I know what I lack, I give my all in my own area of expertise. That way, I can confidently ask someone else to handle what I can't do, and they can do it happily. When a team forms like that, it's incredibly fun when everyone gets pumped up and says, "Let's go!" That excitement is what keeps me doing this job. So, while there are stars, it's only when the entire staff and members get fired up together, creating a family-like atmosphere and becoming one, that you can truly create something. I thought that was very similar to how you create your programs, Kuroki-san.

That's why I'm careful to make sure no one on the team is struggling or seems bored. I tell them, "It's okay to argue, but rather than staying silent, everyone should speak up!" That way, the project just keeps getting better and better.

The source for this interview is here.