The decline in sales due to the corona sickness is a matter of course, but it is not limited to the food and beverage industry. The broadcasting industry has also been hit directly. Some may wonder, “Isn’t it” Uhauha “because the number of people watching TV has increased due to the demand for nesting, and the audience rating has risen?” If you look at it, you can see that the broadcasting industry is not safe either. According to the result, 4 companies other than TV TOKYO Holdings are in the red or profits are down. The one who fell into the red was Nippon Television Holdings, which recognizes itself as a top commercial broadcaster. The main reason for this situation is that advertising revenue has dropped significantly. Speaking of TV advertisements, it is a commercial, but even in that commercial, a program called “time CM” is introduced (“This program will be sent by the sponsor you are watching”, and it is a format that plays a 30-second commercial. ), But the “spot CM” that is inserted in the middle regardless of the program has a sharp drop. Sales of this spot CM, for example, decreased by about 18.6 billion yen for NTV and about 13.4 billion yen for Fuji TV compared to the second quarter of the previous year. It means that a small local broadcasting station has lost many times the total sales earned by working hard over a year. There is no point in commercials that encourage consumer behavior by going out of the house. Besides the commercials related to the event. The movie has been postponed, and the commercial cannot be played. I cannot help but realize how our lives have been supported by what the politicians call “unnecessary and urgent things.” However, if the reason is the drop in advertising revenue, which is clearly represented by the sales of this spot CM, it makes no sense that only NTV will fall into the red. In fact, it was the comprehensive sports club business such as TIPNESS that spurred the deterioration of NTV HD’s business performance. Due to the closure of the museum due to the corona virus and the decrease in the number of members, sales decreased to more than 10 billion yen. Apart from the ever-declining advertising revenue of broadcasting, it is a health-related business that should have entered to have a new source of revenue, and it has been scooped up. On the other hand, TV TOKYO Holdings, which won by one person, is in the same situation as other stations in the terrestrial broadcasting business, but the efficiency and control of program production costs, the mail order department of the broadcasting peripheral business and the BS broadcasting business Net income was about 2.7 times higher than the previous quarter due to an increase in profit due to the effect of demand for nesting.
What is NTV HD’s growth strategy?
So far I’ve written about the situation at each station, but that’s not what I want to cover most. That is the “new growth strategy” of NTV HD, which was announced at the same time as the interim financial results, which shows the path of the 2020s. Phrases often used in this DX era, such as the dramatic expansion of the digital domain, strategic investment in content, and review of the income and expenditure structure, are lined up, but that is not the point of interest. In its growth strategy, NTV has proclaimed, “We aim to achieve a non-broadcasting business revenue ratio of over 50% in the mid-2020s.” A commercial broadcaster has shown that the pillar of income is no longer on television = terrestrial broadcasting. In its growth strategy, NTV says that it will achieve consolidated sales of 100 billion yen in the digital domain business in 2023, which is the 70th anniversary of its opening. Specifically, the focus is on the paid video distribution site Hulu, which is free with advertisements. Expansion of video content distribution business such as video distribution site TVer. Furthermore, we will create new businesses by fusing real and online. The company plans to actively engage in M & A in IT-related business fields. In addition, it will create strategic content that will be deployed on multiple platforms, not just terrestrial broadcasting. Anyway, the content written, the attitude of NTV on that day is too amazing. “One-soft multi-use” is a word that was repeatedly spoken by the late Seiichiro Ujiie, who once served as chairman of NTV, but is it aiming for the ultimate form? Speaking of 2023, three years later … Will it be achieved in just three years? As someone in the same industry, I’m constantly asking questions about how to handle affiliated stations. Perhaps when it comes to this point, it’s probably “no such relationship”. Even the top companies are so desperate. The day when broadcasting stations will no longer be called broadcasting stations or television stations may be just around the corner.
Nakamegurojiro The Lost Generation in their 40s. Born in the northern countryside. After graduating from university, after working for a publishing company, joined a local commercial broadcasting station halfway. Currently in charge of organization. My favorite program is “Matsuko & Ariyoshi Karisome Heaven” (TV Asahi). It is often said that he has lost weight recently, and he is terrified that he may have cancer.Click here for a list of articles by this author