Japanese cable, satellite nets close gap

Strands make ad gains on top broadcasters

By MARK SCHILLING

'Nep League'

The five commercial networks and pubcaster NHK still rule the Japanese TV biz, though cable and satellite strands, as well as burgeoning broadband and mobile services, are making inroads into sales and profits. Also, recessionary cutbacks by automakers and other major advertisers have hit spot ad sales especially hard.

According to figures compiled by the Dentsu ad agency, ad spend for terrestrial television totaled $19.6 billion in 2008, compared with $695 million for satellite media. But total TV ad spend fell 4.4% -- the fourth straight annual drop, while satellite ads gained 12.1% and Internet ads 16.3%.

Nonetheless, dramas and variety shows regularly draw the highest ratings among regularly skedded programs and generate outstanding revenues from various sources. According to the Japan Video Assn., DVD sales and rentals of Japanese TV dramas rose 13.6% and 26.2%, respectively, in the first half of 2009, compared with the same period in 2008. These gains came in the face of a 9.3% decline in overall video software sales.

Variety shows typically feature assorted celebs competing in a game or contest format, with laughs, not prizes, the object. The most popular, Fuji TV's "Nep League," pits two five-member teams against each other in timed quizzes that test their knowledge of Chinese characters (on which written Japanese is partly based) and various arcana. One twist is to hurl the teams through videogame-like worlds, with unsuccessful contestants getting a chop or blow from a digital opponent.

Because they depend heavily on local celebs for their appeal, variety shows are often a hard sell abroad, even as formats.

TOP SHOWS

1. "Nep League" (Fuji)

2. "Tenchinjin" (NHK)

3. "The Law Center With the Line Outside" (NTV)