Campaign Profile

Over the past six months, Tokyo Broadcasting System Television (TBS) has restructured and accelerated its global expansion. From co-developments to expanding international distribution for Japanese dramas, the company has taken bold steps into the global arena, says Katsuaki Setoguchi, executive officer of the Global Business division.

Since your trip to London six months ago, how has TBS been moving forward?

TBS has defined its global business brand purpose as ‘Inspiring Global Love for Japan through Timeless Moments’ and has strengthened its commitment to international markets. Over the past six months, our biggest acceleration has been in building a stronger global structure. Not only on the business side but also in the creative field, we are taking on challenges with the world in mind. In July, we relaunched our Global Business Division and established the Global IP Studio, which develops and produces IP for the global market. This marks the beginning of a full-scale initiative to create IP that goes beyond traditional video content, with global deployment at its core.

Can you give us specific examples of these initiatives?

In addition to our existing programme and format sales, we developed Kasso, a groundbreaking skateboarding-based entertainment project, which has already gained popularity among younger audiences in North America and Europe. In addition to selling unscripted formats, we will also focus on 360-degree IP expansion, including live events in Europe, the US and Asia, as well as merchandising development. We are also collaborating with South Korea’s Pinkfong, the producer of Baby Shark, which became the world’s number one video on YouTube, to develop content for young children. Our goal is to create a new IP that surpasses popular titles such as Baby Shark and Bebefinn. We are excited at this partnership which would enable us to reach an entirely new demographic.

It seems TBS’s existing content business is also performing well. What can you say about the momentum in this area?

American Ninja Warrior has been officially commissioned for season 18 and filming is already complete for its broadcast next year. In Europe, new seasons of Ninja Warrior have launched in Poland, France and Germany. In Vietnam, TBS Holdings has announced a strategic alliance with national broadcaster Vietnam Television (VTV). Starting with the revival of Không GiớiHạn – Sasuke Việt Nam, the two companies plan to deepen their collaboration in a wide range of areas, including the broadcasting and distribution of each other’s content in both countries, remaking TBS dramas and co-developing new content. Additionally, to foster talent exchange within the content industry, they also seek to launch joint initiatives through seminars and workshops.

One major development this year was the distribution deal with Banijay. What can you tell us about that?

We entered into a partnership with Banijay, one of the world’s leading content producers and distributors. This means Banijay will officially distribute the Ninja Warrior format across its territories. Building on the 20-year legacy of Ninja Warrior, we are excited with this new partnership with Banijay to grow the brand further as a globally beloved property.

What progress has TBS made regarding co-development projects?

Together with Korea’s CJ ENM, we launched Infinite Loop, a show designed to break out from East Asia to the global stage. CJ ENM provided the concept, which TBS creatively developed and broadcast on TBS in Japan, and on tvN in Korea. The show immediately attracted strong attention, leading to several option deals. It has also been nominated for this year’s International Format Awards in the Best Studio-Based Gameshow Format category. We have also recently announced a second coproduction project with CJ ENM and expect to expand Asian formats throughout the world.

Furthermore, we have signed a partnership agreement with Germany’s Seven.One Studios International to redevelop the popular Japanese primetime show Match My Moves for the global market. Starting at Mipcom, we are pushing this title into full international roll-out.

What developments have there been with drama and film exports?

This year we signed a major deal with HBO Max via U-Next, under which TBS dramas – including La Grande Maison Tokyo, Light of My Lion and Love is for the Dogs – will be distributed globally starting October 17. It is a great pleasure for us to see Japanese-produced originals enjoyed by audiences worldwide.

Furthermore, BAKA’s Identity, the first film planned, produced and distributed by TBS’s independent production studio The Seven, was selected for the competition section at the Busan International Film Festival, receiving a Best Actor Award for Takumi Kitamura, Yuta Hayashi and Go Ayano. Alice in Borderland S3 also began streaming worldwide on Netflix on September 25, and as of October 1, it ranked in the top 10 in 87 countries and debuted at number two on Netflix’s Global Weekly Top 10 (Non-English Show), marking a blockbuster start on the global stage. We plan to continue expanding aggressively in drama and film, reaching audiences around the world.

Established in January 2022 with investment from TBS Holdings, The Seven primarily collaborates with global streaming platforms to plan, develop and produce high-end content for worldwide audiences. Serving as the core of the TBS Group’s international strategy, it drives the advancement of the group’s global content business.

Lastly, could you share your outlook for the future?

While cherishing the history we have built in oversea content sales and format sales, we aim to deliver TBS’s IP to people around the world, not only through motion pictures, but also in diverse forms such as events and merchandising. We hope you will continue to keep an eye on TBS taking on global challenges.