Nippon TV
Nippon TV is Japan's leading multiplatform entertainment powerhouse, as well as owner of streaming giant Hulu in Japan. Nearly 90% of its content IP is fully owned by Nippon TV and the company has been active in bringing its content to the international market in the form of anime, ready-made programs, formats, and through co-production partnerships. In the area of scripted formats, Nippon TV ranked #6 globally as the company with the most format sales in 2024-2025, according to research by K7 Media. The company has also recently announced Gyokuro Studio, an in-house production arm and Nippon TV LA Business Office as the global co-development and sales headquarters, both dedicated to unscripted formats.
Ken Akiyama, head of Nippon TV’s Gyokuro Studio, and Sayako Aoki, head of international sales at the Japanese broadcaster, outline their plans for the recently launched studio, the latest trends in Japanese entertainment and what it is launching at Content Europe.
What was the strategy behind launching Gyokuro Studio last year?
Ken Akiyama: Gyokuro Studio was established as part of a strategic initiative to significantly expand Nippon TV Group’s global business. With growth in linear advertising revenues slowing, our aim is to accelerate the global roll-out of Japanese IP. Leveraging the creative capabilities cultivated over our 70-year history, along with our extensive library of content and IP, we launched Gyokuro Studio as a development and production hub specialising in unscripted formats.
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