Japan media firms see potential in digital TV revolution

“Japan has already become an ageing society while the number of young generation is not growing much. Following this demographical change, the entertainment and media business in Japan is now facing flat growth. Overseas markets like Thailand are our key destination,” said Atsuo Hirai, director for media and content industry division at the Ministry of Economy, Trade and Industry, told The Nation.

According to PwC’s Global Entertainment and Media Outlook 2012-2016, Japan’s media and entertainment market was valued at around US$200 billion between 2007 and 2015. However, during the same period, entertainment and media business in other Asia-Pacific countries still increased with an average annual growth rate of at least 7 per cent. This year, total value of this business is estimated to be $600 billion from $400 billion in 2007.

In line with that, Thailand last year began its transformation from the analog to the digital TV era through the launch of 24 new digital terrestrial TV channels. This presents a huge opportunity for foreign media and content companies.

Hirai said he believes the growth rate in Thailand was estimated to be higher than that regional average growth.

Under the “Cool Japan” policy, exporting entertainment contents like TV shows, animated films and cartoon, online games and music to the overseas market is a key strategy to deliver Japanese culture and lifestyle to the rest of the world.

To make this happen, the Japan External Trade Organisation (JETRO) is playing a key role to support Japanese media companies and content producers go abroad.

“JETRO will provide necessary information to Japanese companies that are keen on overseas expansion. We are creating business platforms like the second edition of Japan Weekend in Bangkok at the weekend,” said Mironobu Kitagawa, director-general for service industry department at JETRO.

The Second Japan Weekend was a showcase for Japanese media and entertainment companies to meet Thai consumers and potential business partners. At the event, Japan National Tourism Organisation will host the “Visit Japan FIT Travel Fair 2015 Winter to promote the tourism industry in Japan.

Kitagawa added that apart from exporting Japanese content to Thailand, JETRO also hopes it marks the beginning of a business partnership between Thai and Japanese content producers that could lead to a deeper collaboration in the near future.

Recently, Tokyo Broadcasting System Holdings (TBS) and Japan’s leading TV shopping company Grand March announced their collaboration with Amarin TV channel to co-produce a 90-minute weekly live infotainment programme “I-I-YO-NE! Wan-Yud-Sud-Jeng.” The show will showcase the latest cultural trends in both Thailand and Japan, ranging from books, movies, gourmet food, places of interest, hobbies and mobile applications. The programme will begin in January.

Chokchai Punjarungroj, chief executive officer of Amarin TV, said that through this collaboration with Japanese business partners, he believed Amarin TV channel would be able to improve its TV ratings. This is also a key content strategy for next year amid intense competition in the TV broadcasting industry, he said.