Home > TV PR Strategy Column > Targets for Japanese PR: the Informational Program and the Wide Show

HOW PRest gets TV coverage

This column is quoted from one which Suzuki (our companyfs employee) wrote for Bizloop as they had requested. Please check Bizloop to see the latest issue.

Japanese Television Publicity and Japanese the Television Industry

Targets for Japanese PR: the Informational Program and the Wide Show
  • @TV shows are constantly looking to raise their ratings. To do this, they try to present fresh and interesting information as frequently as possible.
  • @Production staffs have a rigorous selection process to find these topics, and consequently, it makes it very difficult for a lot of companies to get chosen. If you are a company without a coordinated marketing strategy or one that works at an independent level, the informational shows and wide shows are ideal for you.
  • @These two usually consist of many segments, which create more opportunities for companies to get exposure. This also means less time for each segment,so the information should always be direct. One can increase their chances simply by developing straightforward but creative ideas. Due to the shortness however, all advertising must be clear enough that viewers can understand it very quickly. Incidentally, the production side often ends up choosing the simplest ideas.
  • @Another merit of the informational show and wide show is that they are aired throughout the week, usually daily. This means the production staffs are constantly looking for new content, thereby increasing the chances of your product being chosen.
  • @Now, please imagine creating a show about new products.
  • @A show like that would probably present several clips of the new products, each at about three minutes long. Depending on the season, there could be a special for Christmas presents or summer camping tools. What I want you to understand is that these kinds of shows can be made as long as the featured products are presented.
  • @However, what would happen if this show were now 60 minutes?
  • @Obviously, producers cannot just air 20 three-minute clips in a row.So imagine creating this. For simplicityfs sake, make it a documentary-style show. To make the show entertaining, the following topics would be explored.
  • EHow does the product affect our lives?
    EBehind-the-scenes look at the creation of the product
    EStruggles and hardships of the creators
    EComparison with competitors
    EObstacles
    ESocietyfs reaction
  • @As you can see, an enormous amount of dedication and time go in to creating an hour of TV. Tension and drama is a must to draw the viewers in. Otherwise, the show never gets produced.

  • Thus, a TV special or feature naturally has a higher hurdle in terms of doing PR.
  • @I used to work as a director for these informational shows. Based on my experience, I would like to give some helpful tips for marketing your products on TV.
Japanese Television Publicity and Japanese the Television Industry
Types of Japanese TV Programming and PR
Targets for Japanese PR: the Informational Program and the Wide Show
What Makes the Japanese Television Show Unique
Behind-the-Japanese Production (1): the Melancholy of the TV Director
Behind-the-Japanese Production (2): Impossible Is Not an Option
Behind-the-Japanese Production (3): Information Is Valued
Behind-the-Japanese Production (4): Hope and Doubt
The Japanese Director's Perspective (1)@Experience Sells
The Japanese Director's Perspective (2)@Image Rules All
Find the Japanese TV Show for You
column
TV PR Strategy Column
Basic Knowledge To Publicize Your Business in Japan (PR)
Japanese Television Publicity and Japanese the Television Industry
Basics of the TV advertising and Press release
How to create TV news set up for PR
Strategies and Things to Avoid with Japanese TV Coverage
TV PR and PR Company
An extra Chapter
  • The consultation with PRest
  • Solutions by PRest
  • PRest WEB strategy
  • Risk management by PRest
  • What is PR
  • Consulting by PRest
  • TV PR Strategy ColumnI
pagetop