[Call for Participants] Dentsu Inc. Media Innovation Lab × Dentsu Macromill Insight, Inc. Co-hosted Webinar: "The Role of Media Goes Beyond 'Information' — The Expansion and Evolution of Value Through Four Roles" May 20–26

Dentsu Media Innovation Lab and Dentsu Macromill Insight, Inc . are recruiting participants for the webinar “The Role of Media Goes Beyond ‘Information’—The Expansion and Evolution of Value Through Four Roles,” which they will co-host from Wednesday, May 20, to Tuesday, May 26.

*This is a rebroadcast of the webinar held on December 17, 2025.

The value of media no longer lies solely in “delivering information.” As people’s interests and lifestyles evolve, the role of media is expanding to include “emotional support,” “encouraging action,” and “connecting with society.” Dentsu Media Innovation Lab and Dentsu Macromill Insight, Inc. focused on these changing dynamics between consumers and media, conducting a “Media Usage Survey” of 2,800 people ranging from Generation Alpha to seniors.By examining “which media” consumers are viewing and “for what purpose,” and by clarifying the underlying values and expectations, the study systematized the roles consumers seek from media into four functions: “Delivering Information,” “Providing Emotional Support,” “Changing Behavior,” and “Shaping Society.”

In this seminar, we will combine the survey results with specific media phenomena such as “learning,” “supporting favorite activities,” and “emotional support” to interpret the scope and evolution of these four functions. Furthermore, by considering the differing “priorities of value” across generations, we will provide insights for planning future media utilization and communication strategies.

[Special Offer for Attendees]
Limited copies of related materials will be distributed to attendees who participate in person and complete the survey.

[Overview]
Date & Time:May 20 (Wed) 12:00 PM – May 26 (Tue) 10:00 PM *The 1-hour seminar video can be viewed at any time during this period
Format: Online
Cost: Free
Organizers: Dentsu Media Innovation Lab, Dentsu Macromill Insight, Inc.

■ Clickhere for registration and webinar details

[Speaker Profile]
Akira Miwa
Dentsu Inc., Principal Researcher, Dentsu Media Innovation Lab
Engaged in research and consulting for government agencies, manufacturers, ICT companies, and universities.Formulates R&D, business, and product development visions in the information and communications sector. Supports consensus-building for government agencies, industry associations, and media companies through demand forecasting for markets such as catch-up and simulcast broadcasting, and e-books. While working on extracting insights and supporting ideation from large datasets—including the Voice of the Customer (VOC)—she also researches the formation of public opinion on social media as a “speech medium” in response to changes in the media environment, as well as the extraction of insights and planning support based on market shifts.

Mariko Morishita
Dentsu Inc., Dentsu Media Innovation Lab, Senior Research Director
Engaged in research on the impact of technological innovation on the information media market, focusing on audience trends. Has conducted numerous surveys both domestically and internationally regarding changes in the television viewing environment, including studies on the acceptance of digital broadcasting, the proliferation of HDD recorders, and the internet connectivity of television sets. Also conducts audience research in collaboration with academia, such as industry-academia joint research projects on the media experiences of infants and children. Widely disseminates information on consumer media usage trends through lectures, writing, and other activities.

Naofumi Imaizumi
Group Leader, Account Lead Group, Business Development Department; Director, Institute for People and Lifestyles, Dentsu Macromill Insight, Inc.
Since joining Dentsu Macromill Insight, Inc., he has worked across a wide range of sectors, including FMCG (fast-moving consumer goods), finance, housing, foodservice, and home appliances. He specializes in uncovering consumer insights that directly inform decision-making, handling everything from various analyses to communication planning in an integrated manner. As Director of the Institute for People and Lifestyles, he is also involved in projects such as generational research, desire research, and future insights.