Content Market

Content Market

At the International Drama Festival in TOKYO, developments are made in the participation in many countries prominent content markets, as well as business such as creating networking opportunities between participants and promoting Japanese content.
In recent years, television programs are being actively distributed internationally, however Japanese programs are still lagging behind in terms of distribution, despite boasting a world leading level of quality. There are many reasons for this, but the main cause is due to the fact that there is a deficiency in PR for Japanese content in global content markets. Unlike other countries, Japan does not hold national events, nor exhibits large scale national pavilion booths, so its impact as a country is weakened.
Due to the circumstances described above, PR initiatives for "Japanese content" are being developed for the rest of the world together with NHK, commercial TV stations and contents holders at the International Drama Festival in TOKYO for the three international contents trade markets below.

Development at MIPCOM
(The world’s largest international content market,
held every year in October in Cannes, France)

Since 2009, the "MIPCOM Buyers’ Award for Japanese Drama", at which mainly U.S. and European influential international buyers judge Japanese dramas, have been implemented as an official MIPCOM event, with an awards ceremony have held which gathers buyers during MIPCOM, increasing the awareness of high-quality Japanese drama.
In addition to the awards ceremony, "J-Creative Party", an event to promote Japan’s appeal was created in 2013, pressing home the idea of "Cool Japan" to overseas buyers by including other non-drama related Japanese content such as format rights, and Japanese food-based hospitality. This event gathered a large number of buyers.
Since 2015, we put up a pavilion named "Japan Regional Pavilion", consisted of Japanese local TV stations. About 15 companies participate in the booth every year, and they expand business for European, American and Middle Eastern buyers, who seldom take part in the Asian content fair.

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(MIPCOM is the largest international content market
held in October every year at Cannes, France.)
(Japanese local TV stations exhibit at
"Japan Regional Pavilion".)
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(We hold "J-Creative Party" to promote Japanese contents through
"MIPCOM Buyers' Award for Japanese Drama" and "Treasure Box Japan".)

MIPCOM Buyers' Award for Japanese Drama Winners

2019 Grand Prix dele TV Asahi Corp.
Honorable Mention Award Behind the door WOWOW
2018 Grand Prix anone Nippon Television Network Corp.
Remake Award My Beautiful Neighbor KANSAI TELEVISION CO. LTD.
2017 Grand Prix Break Out TV TOKYO Corp.
Honorable Mention Award Desperate for Love Yomiuri Telecasting Corp.
2015 Grand Prix THE EMPEROR'S COOK TBS Television, Inc.
2014 Grand Prix Time Never Stops TV Asahi Corp.
2013 Grand Prix Woman - My Life for My Children - Nippon Television Network Corp.
2012 Grand Prix The Locked Room Murders Fuji Television Network, Inc.
2011 Grand Prix Threads of Our Hearts NHK (Japan Broadcasting Corp.)
2010 Grand Prix JIN TBS Television Inc.
Special Jury Award Mother Nippon Television Network Corp.
2009 Grand Prix AISHITERU - KAIYO - Nippon Television Network Corp.

Development of the "Japan Pavilion" at ATF
(Asia TV Forum: An international content market which represents Asia,
held every year in December in Singapore)

At ATF, Japanese contents holders have worked together since 2010, establishing the first "Japanese Pavilion" for Japanese television operators, expanding on a yearly basis.
At this market, over half of exhibitors set up their booths as “National Pavilion”, integrating contents holders of each country.
Japanese Pavilion, which can be recognized as representing “Japan” even from after, has the great effect of attracting buyers who have an interest in Japanese content. In addition to being a place in which information regarding Japanese content can be collected all in one place, it creates an easy situation for buyers to select and buy what they like. Since 2017, Ministry of Internal Affairs and Communications and BEAJ (Broadcast Program Export Association of Japan) have jointly established “Japan Regional Pavilion” next to our pavilion and a lot of Japanese local TV stations participate in the new booth. In 2019, 35 contents holders exhibited at the two pavilions.

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("Japan Pavilion" at ATF, in 2017.)
(We hold "Sushi & Cocktail Party" every year
to promote interaction among participants
from Japan and foreign counties.)

Exhibition of "Japan Pavilion" at Hong Kong Filmart (The Asia's largest international content market, held every year in March, in Hong Kong, China.)

In recent years, at Hong Kong Filmart, the Asia’s largest content market, demand for TV contents increases considerably. We put up “Japan TV Content Pavilion” in 2018 as the first booth of integrating various Japanese TV programs. It attracts not only buyers who have appointments but also a lot of walk-in customers. Since 2019, we exhibit “Japan Pavilion” cooperating with JETRO and UNIJAPAN to draw more international buyers.
51 Japanese contents holders (including 21 TV stations) set up their booths at the pavilion in 2019.

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(Japan TV Content Pavilion at Hong Kong Filmart, in 2019)