The NHK Monthly Report on Broadcast Research
Online ISSN : 2433-5622
Print ISSN : 0288-0008
ISSN-L : 0288-0008
Research Report : The Second Year of “#ON THE NIGHT OF AUGUST 31st”
The Potential Shown by a Public Media Campaign
Takuo Tani
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RESEARCH REPORT / TECHNICAL REPORT FREE ACCESS

2019 Volume 68 Issue 12 Pages 62-69

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Abstract

NHK launched a campaign titled “#ON THE NIGHT OF AUGUST 31st” last year (2017). This campaign series, which is linked to a website and social media, aims to listen to the voices of teenagers who feel depressed or have a sense of anxiety at the end of summer holidays, facing the start of a new school term. Part of the project, a TV program Heart Net TV + TV FOR THE SAKE OF LIVING #ON THE NIGHT OF AUGUST 31st won the Web Factual Prize and the President of the Italian Republic Special Prize at the Prix Italia, one of the most prestigious international contests in the broadcasting circle, in September 2018.The campaign was held this summer, too, where Heart Net TV played a central role. In its second year, the program not only upheld the campaign towards the end of summer holidays intensively but also opened a “2018 Summer Holiday: My Diary” page on its website and encouraged the viewers to post their feelings throughout the summer holiday season so that they could air out their frustrations and anxieties. It also loosely collaborated with “note”—an online content-sharing platform popular among the youth—in an attempt to make more people recognize the campaign. On August 31st, on the exact day of broadcasting, the program was live-streamed on the internet to reach younger generations, who had been becoming less and less interested in television. As a result, the campaign was able to create a “space where young people can feel safe and at ease” on the program’s website and twitter. It seems the project demonstrated one form of “solution journalism” implemented by NHK that strives to serve as “public service media.”

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© 2019 NHK Broadcasting Culture Research Institute
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