Major television networks held briefings on their programming changes, and the timetables for the April season were finalized. Among the topics discussed was the policy of TV Asahi, which has been the "triple crown winner" for three consecutive years. They plan to consider their GP (Golden Prime) time slot programs and late-night programs separately. This stance seems somewhat different from recent trends.
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The final episode (aired March 11th) of the late-night program "Human Research Institute ~A Gathering of Cute Homo Sapiens!!~" (Chukyo TV/Nippon TV network), which ended after only one year, is attracting attention. The concept was that "animal MCs" (as they were portrayed), such as Japanese macaques and bulldogs, would challenge the "Homo Sapiens (humans)" guests and expose the contradictions of human common sense. This reporter had been looking forward to the outrageous talk that would arise from the "animals'" unconventional stance, but it has now come to an end.
The final episode, for the second week in a row, turned the circumstances surrounding the show's cancellation into the topic of discussion, revealing the rather raw reasons behind it: the production team wanted to continue in a direction befitting a late-night show, given the high ratings on social media and TVer, while the programming team wanted a show that could be promoted to a prime-time slot with a larger audience.
The programming strategy revealed here—to use late-night programs as a "reserve force" or "trial run" for prime-time shows—has become the standard in recent years. And it is none other than TV Asahi that has produced numerous popular programs from late-night slots, including the current prime-time shows "Quiz Presentation Variety Q-sama!!" and "Matsuko & Ariyoshi Karisome Tengoku."
TV Asahi, known for its strong programming strategy, has long focused on late-night programming, producing numerous hit shows that have been promoted to prime time slots, such as "Neo Variety" and "Barabara Daisakusen." On the other hand, there have also been shows like "London Hearts" that were promoted to prime time but then moved back to late-night, suggesting that they are constantly experimenting and refining their approach.
At its recent programming revamp briefing, TV Asahi revealed an analysis of late-night programming, stating that "real-time viewing is decreasing, and viewership is increasingly being dispersed to streaming services." They also highlighted the unique significance of late-night programming in connecting viewers to streaming services and real-world events, highlighting its close relationship with avid audiences. In fact, they are actively pursuing initiatives such as events and collaborative merchandise, including programs like "Otto ga neta ato ni" and "Sakura Meets."
Of course, the significance of late-night programming as a "trial slot" remains considerable. TV Asahi's ability to separate its prime-time and late-night programming stems from its strength as a "king," as it itself acknowledges, stating, "Our variety shows in prime time consistently receive high ratings, so we want to continue competing with our current programs." On the other hand, other stations, as "challengers," need to create new hit content, and from a cost perspective, it is rational to develop "products" for prime time in the late-night slot. There are likely upfront investments and casting choices made with the goal of "aiming for prime time."
However, with people moving away from television, and each station striving to strengthen non-broadcast revenue from intellectual property (IP) such as anime and movies, the role of late-night programs and the value of their unique offerings are also changing. Will they continue to serve as a breeding ground for hit programs in prime time slots, or will they increase their presence as a platform for broadcasting original content? Of course, it's not a simple either/or situation, but TV Asahi's approach is likely to be a test case. (MANTAN/Natsuyuki Tateyama)
