TV Asahi: the story on HearLore

TV Asahi

On the 10th of October 1957, a company called Tokyo Educational Television held its first shareholders meeting, marking the birth of what would eventually become one of Japan's most influential media giants. This entity was born from a national crisis of confidence in television, sparked by a scathing critique from Sōichi ōya, a well-known critic who declared that the medium had turned Japan into a nation of 100 million idiots. The early 1950s saw the launch of NHK General TV, Nippon Television, and Radio Tokyo Television, yet the content flooding the airwaves was deemed vulgar and culturally damaging. The Ministry of Posts and Telecommunications responded by issuing frequency allocations on the 17th of February 1956, creating a unique opportunity for a private broadcaster to pivot toward education. Among the bidders were film powerhouses like Toho and Toei, alongside radio broadcasters and educational publishing groups. The government ultimately unified these applications into a single entity, which was officially named Nippon Educational Television, or NET, on the 1st of November 1957. The station's founders faced a critical decision regarding its physical home, weighing options ranging from Ochanomizu Kishi Memorial Gymnasium to the land of the former Spanish embassy. They chose the latter, a 9,100 square meter site in Roppongi, selected for its convenient transportation, potential for expansion, and access to communication systems. This location would become the permanent home of the station, eventually evolving into the Roppongi Hills complex that stands today. The station officially signed on the 1st of February 1959, broadcasting at least 6.5 hours of programming daily, a figure that quickly expanded to 10 hours by April. The early days were defined by a strict mandate requiring 50% of airtime to be educational and 30% to be children's educational content. However, the for-profit educational model proved to be a failure, with average ratings in July 1959 hovering below 5%. The station's first live program was the wedding of Crown Prince Akihito and Empress Michiko on the 10th of April 1959, a moment of national significance that underscored the station's early prestige. Yet, the pressure to survive forced a radical transformation. In 1960, NET began to broadcast anime and foreign movies, justifying these choices under the pretext of educational value to bypass license restrictions. By December 1960, the common name was changed to NET TV, and ratings climbed to about 10% after 1963. The station began adding primetime programming in April 1961, and two years later, it entered the anime race with the Toei produced Wolf Boy Ken, a series that would launch a long line of animated cartoons and series that the station has aired until today. Kenichiro Matsuoka, born in America and fluent in English, joined the board and was responsible for licensing Laramie and Rawhide from the US, gaining high ratings for the network and giving them their first advantage over rivals NHK and Fuji TV. He would eventually go on to serve as an Executive Vice President and eventual founder of Japan Cable Television. In November 1963, NET joined forces with NHK General TV for the first live via satellite telecast in Japanese TV history, a technological milestone that demonstrated the station's willingness to innovate. However, the shift to general programming led to infighting among management. Hiroshi Ogawa, the then-president from Toei Company, actively promoted entertainment programs, while Yoshio Akao, from Obunsha, thought that too many entertainment programs were against the original purpose of the educational TV station. Akao was strongly dissatisfied with the vulgar programs that filled NET TV's program schedule at that time. In November 1964, Akao, together with shareholders other than Toei and Nikkei, Inc., succeeded in its major reorganization, forcing Ogawa to resign from the presidency. Since then, Toei's influence in NET TV has been gradually replaced by Asahi Shimbun. The following year, the Asahi Shimbun appointed Koshiji Miura, a former Deputy Minister of Political Affairs, to the post of station director. The station began airing foreign films as part of its schedule, and the NET TV premiere of The Morning Show in 1964 created a trend for a news-talk format on daytime Japanese TV, causing other networks to follow suit. It was the first Japanese morning program in its format. Hyōten, NET TV's drama in 1966, had a 42.7% ratings in its finale, and the success of the drama made the network to adjust its target audiences to single and married females. Despite heavily focusing on entertainment programs, they continued to broadcast educational programs, albeit on a limited number of hours every morning. In 1967, NET TV launched a new initiative to strengthen the production of educational programs. In April 1967, they started to broadcast in color TV, and by 1969, all of its programs were broadcast in color. After 1968, many regional broadcasters in Japan began to pop up, leading the broadcaster to launch the All-Nippon News Network on the 1st of April 1970, the country's 4th national network, with NET producing national news and other nationally produced programming for the regional channels that had joined the network. With the continuous network expansion, NET TV shifted its focus on its target audience again, this time from females, to being family oriented similar to the US PBS. But the best was yet to come. One year after ANN was launched, ground-breaking superhero series such as Kamen Rider, Metal Hero Series, and Super Sentai were produced by Toei, premiering on NET TV and the ANN network in April 1971 with the original Kamen Rider making its television debut. These programs ended the long-standing tokusatsu duopoly TBS and Fuji Television held with the then hit Ultra Series franchise for almost half a decade ago on TBS. Since 1958, TBS and Fuji TV were the only Japanese TV stations to air tokusatsu productions. With its hit premiere, a rivalry began to start between the three, with TBS seeing NET's tokusatsu programming as a threat. Toei's successful pitch was seen by its staff as a resurgence of their influence following the removal of Hiroshi Ogawa as president in 1964. The station's ability to produce and air these shows established a unique identity that would define its future, creating a loyal fanbase and a distinct brand of entertainment that set it apart from its competitors. The station's commitment to these genres would become a cornerstone of its programming strategy, ensuring its survival and eventual rise to prominence in the Japanese media landscape.

When was TV Asahi founded?

TV Asahi was founded on the 10th of October 1957, when Tokyo Educational Television held its first shareholders meeting. The entity was officially named Nippon Educational Television on the 1st of November 1957 before signing on the 1st of February 1959.

What is the history of TV Asahi's name changes?

TV Asahi was originally named Nippon Educational Television on the 1st of November 1957 and changed to NET TV in December 1960. The corporate name became Asahi National Broadcasting on the 1st of April 1977, and the channel was renamed TV Asahi on the same date. The company officially changed its name to TV Asahi Corporation on the 1st of October 2003.

Where is the headquarters of TV Asahi located?

TV Asahi is headquartered in the Roppongi Hills complex in Tokyo, which was selected as the permanent home on the 1st of November 1957. The station moved its head office from Ark Hills Studio to Roppongi Hills on the 29th of September 2003.

What major programming strategy did TV Asahi adopt in 1971?

TV Asahi began producing and airing groundbreaking superhero series such as Kamen Rider and Super Sentai in April 1971. These tokusatsu productions ended the long-standing duopoly held by TBS and Fuji Television and established a unique identity for the network.

When did TV Asahi start broadcasting in color?

TV Asahi started to broadcast in color TV in April 1967 and completed the transition to color broadcasts for all programs by 1969. The station also began broadcasting programs with stereo audio on the 17th of December 1978.

Who is the current president of TV Asahi?

Hiroshi Hayakawa became the president of TV Asahi in 2009 and was the first president to have served the broadcaster since its inauguration. The station is currently led by a president who has been with the company since its founding in 1957.

The Soviet Olympics Gamble

In November 1973, the Ministry of Posts revised its plans on how TV broadcasters would operate, including abolishing education-focused TV broadcasting. Therefore, NET's transformation into a general-purpose television station was complete by that same month, when NET, along with the educational channel Tokyo Channel 12, now TV Tokyo, in Tokyo applied and received a general purpose television station license. In March of the following year, both ended their broadcasts of educational programming, completing the transition. Japan's major newspapers are also sorting out their holdings in TV stations. The Nikkei transferred its stake in NET TV to The Asahi Shimbun, making the latter the largest shareholder of NET TV. On the 1st of April 1975, the ANN affiliation in the Kansai region changed hands, from Mainichi Broadcasting System, ABC Television assumed the network affiliation slot. Days later, the channel debuted another Ishinomori creation, Himitsu Sentai Gorenger, yet another Toei production, and it would be a stunning success. This was the same month when Kamen Rider jumped ship to rival TBS with the season premiere of Kamen Rider Stronger, the franchise would return to what is now TV Asahi in 2000. The series marked the beginning of the Super Sentai franchise and established NET as a force to be reckoned with regarding tokusatsu productions and anime. On the 1st of April 1977, the corporate name of NET TV was renamed to Asahi National Broadcasting, with the name of its channel changed to TV Asahi. This also symbolizes that the Asahi Shimbun has the right to operate TV Asahi both in name and in essence. Since the 17th of December 1978, TV Asahi has been broadcasting programs with stereo audio. The corporation also started entering into different ventures such as publishing in the late 70s to gain revenue other than advertising. In 1977, thanks to his close relationship with Ivan Ivanovich, head of the Japanese Section of the International Department of the Communist Party of the Soviet Union, Koshiji Miura was able to meet with Soviet leader Leonid Brezhnev and help TV Asahi obtain exclusive broadcasting rights for the 1980 Summer Olympics in Moscow. This was the first time that a private TV station in Japan was exclusively granted the broadcasting rights of the Olympic Games, but this was controversial as rival broadcasters including NHK opposed the move. Japan followed the Western countries in boycotting the 1980 Summer Olympics. As a result, TV Asahi only aired high-profile Olympic events and the broadcaster had significant losses in its revenue. The gamble, while politically and financially risky, demonstrated the station's ambition to secure exclusive content and its willingness to engage in high-stakes international negotiations. The station's ability to secure these rights, despite the boycott, highlighted its growing influence and the trust placed in its leadership by both domestic and international entities. As the broadcaster expanded its business, its HQ ran out of space. Since its HQ was located in a residential area, it became difficult to expand its existing infrastructure. TV Asahi collaborated with property development firm Mori Building Company to redevelop the Roppongi area. While the new HQ was under development, TV Asahi temporarily moved to the newly built studios in Ark Hills. In 1985, the Ark Broadcasting Center was officially completed. As Japan entered into the economic bubble era, local residents around the Roppongi area had a negative perception towards the redevelopment of the said area, which resulted into delaying the redevelopment plan. The old headquarters was demolished in 2000. Prior to the new headquarters being built on the site, offices of TV Asahi were located in multiple locations around Tokyo, including the studios in Ark Hills. The station's physical expansion mirrored its growing influence, as it sought to establish a permanent and modern presence in the heart of Tokyo. The collaboration with Mori Building Company was a strategic move that would eventually lead to the creation of the Roppongi Hills complex, a landmark that would house the station's headquarters and symbolize its rise to prominence in the Japanese media landscape.

The Fourth Place Struggle

On the 22nd of November 1995, TV Asahi premiered the American series The X-Files at an 8:00 pm prime time slot, the first since Knight Rider. The station began airing the series due to the success of The X-Files in the Japanese home video market with 200,000 cassettes sold beyond the threshold of 10,000. As part of the airing of the series, TV Asahi organized an extensive promotional campaign on the same month with a convention in Tokyo featuring screenings of episodes yet to release on home video and appearances by celebrity fans, Japanese translations of The X-Files books and an X-Files Mystery Tour to the filming locations of the series. This move demonstrated the station's ability to capitalize on international trends and engage its audience in innovative ways. The station's commitment to bringing popular foreign content to Japanese audiences was a key factor in its growing popularity and influence. After Iwate Asahi Television started broadcasting in 1996, the number of ANN stations reached 26, announcing that the broadcaster has already completed the establishment of its national network. In June of the same year, media tycoon Rupert Murdoch and investor Masayoshi Son planned to buy a large stake of TV Asahi, jeopardizing the status of Asahi Shimbun as the major shareholder. In this regard, Toshitada Nakae personally went to the US to meet Murdoch and asked him not to increase his shareholding to TV Asahi. By the following year, Asahi Shimbun purchased the shares of TV Asahi held by Murdoch and Son. TV Asahi is listed on the Tokyo Stock Exchange since the 3rd of October 2000. Multiple changes happened since 2000 after TV Asahi had been staying in the same 4th place for 10 consecutive years in TV ratings. In April 2000, major changes in its schedules, such as starting its programs a few minutes before the top of the hour and improving its entertainment programming at late-night. TV Asahi launched its satellite channel BS Asahi in December 2000. The station's struggle to break out of the fourth place ranking was a defining characteristic of its history, as it sought to compete with the more established networks. The station's ability to innovate and adapt to changing market conditions was a key factor in its eventual rise to prominence. On the 29th of September 2003, TV Asahi moved back its head office from its Ark Hills Studio to Roppongi Hills. On the 1st of October, the company changed its name to TV Asahi Corporation, with the name presented as TV asahi on-screen, commemorating the 45th anniversary of the broadcaster. As part of digital broadcasting, TV Asahi started to broadcast on digital TV, being designated to channel 5. In 2004, TV Asahi's ratings reached 7.5% ranking third among the commercial broadcasters in the Kanto Region after a lapse of 32 years. The ratings would further improve by the following year, ranking first in late-night TV ratings. However, in 2008, affected by the global recession, TV Asahi recorded its first annual loss of revenue. In 2009, Hiroshi Hayakawa became the president of the broadcaster, being the first president of TV Asahi who had been serving the broadcaster since its inauguration. Between April and June 2012, TV Asahi won in the Triple Crown ratings for the first time with 12.3% in primetime, 12.7% in evening time, and 7.9% for whole day. The station's ability to break out of the fourth place ranking and achieve success in multiple time slots was a testament to its resilience and strategic planning. The station's commitment to innovation and adaptation was a key factor in its eventual rise to prominence in the Japanese media landscape.

The Sonic Identity

Upon becoming TV Asahi in 1977, the station opted to use a red and green 10 mark. This was joined in October 1996 by a new special logo created following the launch of Iwate Asahi Television to represent the completion of the ANN network. It was designed by Tim Garvin, at the time known for his Hollywood works in movies such as Dances With Wolves and Unforgiven. TV Asahi's current branding were created by British design collective Tomato, some members work as the electronic music group Underworld, along with TV Asahi's in-house design department in 2003. It comprises a set of computer-generated sticks in white background, which changes in colour and movement along with the background music that accompanies the idents. TV Asahi also uses a brief eyecatch of its sticks animation at the top-left of the screen after commercial breaks. The background music used for TV Asahi's sign-on and sign-off videos are Underworld's Born Slippy .NUXX 2003 and Rez. TV Asahi later updated its sign-on and sign-off video in 2008 with a revised version of computer-generated sticks animation and new background music. TV Asahi's slogan New Air, On Air. appears at the top of its name. It can be seen on TV Asahi's YouTube channel, which in 2011, 12, was replaced by its mascot, Go-Chan. The company writes its name in lower-case letters, tv asahi, in its logo and public-image materials. Normally, the station branding on-screen appears as either /tv asahi or tv asahi. The station's watermark appearance is the stick at the top with the station's name at the bottom. The fonts used by TV Asahi for the written parts are Akzidenz Grotesk Bold for English and Hiragino Kaku Gothic W8 for Japanese. From 1991 to 2001, TV Asahi was unique among the national television networks for its English language theme song, Join Us, which was used for both the startup and closedown sequences. Before that, from 1977 to 1987, another song, Wagaya no Tomodachi 10 channeru, TV and Radio column, Asahi Shimbun, the 1st of April 1977, was used for these, instrumental only from 1978, formerly with vocals. The broadcaster's official abbreviation is EX, taken from its callsign, JOEX, since the 1st of October 2003. During the Nippon Educational Television era, the English company name was Nippon Educational Television Co., Ltd. to NET, and during the National Asahi Broadcasting era, Asahi National Broadcasting Co., Ltd. to ANB. Initially, it was planned that NET would become All Asahi Broadcasting Co., Ltd., and that it would also use AAB as an abbreviation, but the name had already been registered as a trademark and there were doubts about adding All to the name of a single company. Because of this, the broadcaster selected ANB. AAB is used as the English abbreviation for Akita Asahi Broadcasting, which opened in 1992. The station's branding and identity have evolved over the years, reflecting its changing role in the Japanese media landscape. The use of English language theme songs and the collaboration with international design firms highlight the station's global outlook and its commitment to innovation.

The Triple Crown Victory

On the 10th of May 2011, TV Asahi launched its mascot Go-chan, which was designed by Sanrio. Go-chan is currently seen on TV Asahi's opening sign-on ID. On the 1st of April 2014, TV Asahi became a certified broadcasting holding company TV Asahi Holdings, Inc., and newly founded TV Asahi Corporation took over the broadcasting business. The transmission of international aquatics competitions, FIFA World Cup football matches, and creation of popular late-night TV programs contributed to a rise in ratings for TV Asahi and lifted the TV station from its popularly ridiculed perpetual fourth place finish into second place, right behind Fuji TV, by 2005. Disney-owned ABC signed a strategic alliance with former rival commercial broadcaster Fuji TV due to sluggish viewership ratings. The station also launched its own mascot, Go-chan, which is currently seen on TV Asahi's opening sign-on ID. Partnership agreements with Zee Entertainment Enterprises Limited of India and the Kantana Group of Thailand were signed on the 31st of March 2015. Beginning the 11th of April 2022, TV Asahi's programs were made available on the TVer platform. It was initially scheduled for September 2021, but was delayed several times due to update problems. The station's ability to secure international sports rights and create popular late-night TV programs was a key factor in its rise to prominence. The transmission of international aquatics competitions, FIFA World Cup football matches, and the creation of popular late-night TV programs contributed to a rise in ratings for TV Asahi and lifted the TV station from its popularly ridiculed perpetual fourth place finish into second place, right behind Fuji TV, by 2005. The station's commitment to innovation and adaptation was a key factor in its eventual rise to prominence in the Japanese media landscape. The station's ability to break out of the fourth place ranking and achieve success in multiple time slots was a testament to its resilience and strategic planning. The station's global outlook and its commitment to innovation were key factors in its eventual rise to prominence in the Japanese media landscape. The station's ability to secure international sports rights and create popular late-night TV programs was a key factor in its rise to prominence. The station's commitment to innovation and adaptation was a key factor in its eventual rise to prominence in the Japanese media landscape.