Broadcasting in Japan: Challenges and Opportunities

Description

This book provides an analysis of the various challenges and opportunities facing the Japanese broadcasting industry. It is the first book in English that explores how Japanese broadcasting, especially commercial broadcasting, fulfills its social mission under the threat of the increased popularity of Internet-based media services as it reexamines the role and nature of broadcasting. During a series of disasters and the spread of the new coronavirus in Japan, while varied media connected people and supported socio-economic activities, broadcasting continued to be the most trusted. However, as Internet media attract increasing attention, the trend in broadcast viewership is downward. Commercial broadcasting, in particular, will be strongly affected by that trend and the impact of the shrinking population. Recognizing that such dramatic technological and environmental changes are under way, in addition to the eleven researchers participating in the visiting researcher committee at the Research Institute of the Japan Commercial Broadcasters Association (JBA), four research collaborators and the secretariat (director of the JBA) have contributed to this book. They have taken up issues related to challenges and opportunities for the broadcasting industry based on their respective areas of awareness of the problems, including policies for broadcasting, fake news, disaster responses, viewer trust in television programs, competition with Internet-based services, and the business model for broadcasting. Preface Acknowledgments Contents Editors and Contributors The Concept of “Communications” and “Broadcasting” in the Era of Digital Convergence 1 Introduction 2 Criteria for Distinguishing Broadcasting and Communications: Historical Background 2.1 Original Classification: The Legal System Before the Privatization of Nippon Telegraph and Telephone Public Corporation (NTT) and Before the Reorganization of NTT (1999) 2.2 Interim Report of the Study Group on Services at the Boundary Between Telecommunications and Broadcasting 2.3 The 2010 Amendment to the Broadcasting Act 3 Considerations 3.1 From the Perspective of the Legal Systems for Communications and Broadcasting 3.2 The “Social Influence” Theory and Obsolete Criteria for the Definition of Broadcasting from the recipient’s Perspective 3.3 Discussion Concerning Limited and Scarce Broadcast Spectrum 4 Conclusion 5 [Addendum] Regarding the Continuous Simultaneous Transmission of NHK’s Broadcast Programs 5.1 Background to Continuous Simultaneous Transmission 5.2 Cooperation and Collaboration with Broadcasters, and the Implications of the Term “Market Competition” 5.3 Special Provisions for the Tokyo Olympic and Paralympic Games 5.4 The Scale of Continuous Simultaneous Transmission 6 Outlook 7 Funding Details References Japan’s Broadcasting System from the Perspective of Its Demographics in 2040 1 Introduction 2 Japanese Demographics Projections for 2040 2.1 Trends in Local Government System Policy 2.2 Issues for Japanese Society that Will Become Apparent from Around 2040 2.3 The Local Government System from 2040 Onward 3 Impact on the Broadcasting Business 3.1 Changes in Population Structure 3.2 The Transformation of Local Communities 3.3 “People” and “Infrastructure” 3.4 The Digitalization of Society 4 Trends in Broadcasting Policy 4.1 First Report of the Study Group on the Various Issues Surrounding Broadcasting 4.2 The Second Report of the Study Group on the Various Issues Surrounding Broadcasting 4.3 Report on Strengthening the Foundations of Broadcasting Business 5 Issues in the Broadcasting System 5.1 Societal Role Theory as a Basis for the Broadcasting System 5.2 Future Cooperation Between Hard and Soft Aspects of Broadcasting 5.3 The Prefectural License System 6 Demographics in 2040 and the Future Vision for Broadcasting Services 6.1 Utilization of Communication Services and Viewer Data 6.2 The State of Regional Broadcasting 6.3 Broadcast Journalism that Responds to Rapid Change References An Outlook on Broadcasting in 2036—The State of Broadcasting in the UK and Japanese Broadcasting Policy 1 Introduction 2 Broadcasting in the UK 3 BritBox 4 UK Broadcasting Hardware 5 The Broadcasting Environment in Japan and the UK 6 Recent Discussions Regarding Broadcasting in Japan 7 Data Use 8 AI Society 9 Changes in Social Structure in Japan 10 Recommendations References An International Comparison of Simulcasting and Webcasting: From Facilitating Transmission to Communication to the Public 1 Introduction 2 Radiko 3 An International Comparison of Performers’ Rights in Broadcasting and Simultaneous Retransmission 4 Broadcasting and Communication to the Public in the EU 5 International Treaties and EU Directives 6 Broadcast Legislation and Copyright Legislation in Japan 7 Institutional Changes in Japan 8 Conclusion References The Development of Japanese Broadcasting and the Training System 1 Introduction 2 How to Deal with the Crisis of Trust in Japanese Broadcasting 3 The Professional Philosophy of “Broadcasters” 4 The Growth of “Open Broadcasting” at the Broadcasting Site 5 The Characteristics of Training at Broadcasting Sites in Japan 6 The Dawn of Broadcaster Training 7 Development of the Broadcaster Training System 8 Rebuilding the Broadcaster Training System References Business Models for Commercial Broadcasters in Japan—Will There Be New Developments in the Digital Age? 1 Introduction 1.1 The Impact of Digital Disruption on Broadcasting 2 Changes in the Business Environment and New Value Chains 3 Changing Business Models 4 Three Threats to Commercial Broadcasters’ Business Model 5 Online Distribution of Broadcasting—Future Challenges 6 Conclusion References Inter-media Competition: The Differentiation Strategy and Catch-Up Strategy of the Television Industry Against the Internet 1 Inter-media Competition 2 The Plight of Cinema from the 1950s–1970s and Its Response 3 The Idea of Ubiquity Inherent to the Internet and Its Media Characteristics 4 The Internet and Print/Audio Media 5 How Have Printed Matters and Audio-Music CDs Responded? 6 The Internet and Visual Media 7 Competitive Attributes of Internet Businesses 8 A Brief Technical History of Internet Video Distribution 9 The Broadcasting Business: Broadcast Route and Content 10 TV’s Differentiation Strategy: The Broadcast-Based Blockbuster 11 Global Competition for Domestic Broadcasting 12 The Blockbuster Strategy and Fundraising 13 TV’s Follow-On Strategy: Expansion of the Internet Distribution Business 14 The Follow-On and Differentiation Strategies for the Internet Advertising Market 15 Summary References How People Respond to Fake News: A Comparison of Japan, South Korea, and Thailand 1 Introduction 2 What is Fake News? 2.1 Definition of “Fake News” 2.2 Why are People Susceptible to Fake News? 2.3 Fighting Fake News 3 Design of the Analysis 3.1 Examples of Fake News in Japan 3.2 Examples of Fake News in South Korea 3.3 Examples of Fake News in Thailand 4 Data Used in the Analysis 4.1 News Information Sources 4.2 Media Literacy 5 Response to Fake News—Results of Analysis 5.1 Experiment 1: Response to the Same Fake News 5.2 Experiment 2—Response to Country-Specific Fake News in the Same Category 5.3 Influence of News Media 6 Conclusion References Local News in the Digital Age: A Consideration of Disaster Reporting 1 What Are the Problems Facing Local Broadcasters in Japan? 1.1 Disparity Among Broadcasters is Becoming More Pronounced 1.2 The Local Information Mismatch 2 News That Also Has a Role in the Digital Era 2.1 Lessons from Typhoon No. 19 2.2 Information is Something You “Go and Get” 2.3 Necessary Changes in Information Corresponding to Disaster Phases 2.4 Local Information Follows After Safety Has Been Secured 3 How Should Local TV Respond? 3.1 Limitations of Television as a Device 3.2 Changing the Flow of Information 4 What Are the Barriers to Reform? 4.1 Adherence to Traditional Platforms 4.2 The “Principle of Competition” that Prevents News Sharing 5 Outlook for Digital Media 5.1 Where Should We Start? 5.2 Rethinking the Information to Be Shared 5.3 A Shift in Thinking to “Let the Government Handle It” 5.4 Strengthening the Public Watchdog Function 6 Investment in Digital Technology 6.1 The Need to Begin Immediately 6.2 Potential of 360° Cameras 6.3 Designing Strategies that Adapt to Technical Limitations 6.4 The End of Media Barriers 6.5 Reconsidering the Strengths of Local Media 6.6 Toward Reporting that Includes Local People References Trust in Television and Its Relationship with Entertainment Program Preferences 1 Introduction 2 Distribution of Trust in Television 2.1 Trust in Television and Trust in People Working in Television 2.2 Relationship Between Trust in Television and Demographic Factors—Analysis by Cross-Tabulation 2.3 Relationship Between Television Trust and Demographic Factors—Analysis by Quantification I 3 Comparing the “Trustworthiness” of Smartphones and Television 4 Relationship Between Systemic Knowledge of Television and Viewing Habits/Trust in Television 4.1 Knowledge of Television and Trust in Television 4.2 Degree of Contact with Television and Level of Trust 5 Entertainment Program Preferences and Familiarity/Trust in Television 5.1 Entertainment Program Preferences and Trust in Television 5.2 Familiarity with and Trust in Television 6 Summary Appendix References Television Viewing via the Internet: Time-shift and TVer 1 Introduction 2 Issues Related to Content Delivery via the Internet 3 Trends in Time-shift Viewing 3.1 Viewing Status 3.2 Impact on the Number of Users 3.3 Impact on the Number of Programs Watched 3.4 Characteristics of Public Broadcast Users 4 Promoting TVer Use: Comparison with Recording Devices 4.1 Ad-Skipping Functionality 4.2 Changing Playback Speed 4.3 Collection of Personal Information 5 Conclusion References Internet Simulcast Distribution of Broadcast Media: An Assessment of Actual State and Demand 1 Utilization of Internet Simulcast Broadcasting in the US, UK, and Germany 1.1 More Than Half of the Respondents Use Internet Simulcasting for Real-Time Viewing of Broadcasting 1.2 Respondents Watch Simulcasts Attentively on Their TVs at Home 1.3 Summary and Discussion 2 Intention to Use Internet Simulcasting for Broadcasting in Japan 2.1 Intention to View: Key and Local Station Simulcasting 2.2 NHK Plus Use Trends 2.3 Summary and Discussion 3 Implications for Continuous Internet Simulcasting of TV Broadcasting in Japan 3.1 There is no Significant Difference Between Internet Simulcast Viewing and Live Broadcast Viewing Behavior 3.2 Demand for Internet Simulcasting Alone is not High 3.3 While the Effect of Increasing the Viewing Time by Existing Viewers is Limited, is This an Effective Strategy for Targeting Younger Generations? 3.4 Key Stations May Simulcast Nationally on the Internet but Do not Deprive Local Stations of the Bulk of Their Viewing Audiences 4 Conclusion References