Abstract
Almost semiannually since 2017, the author has been presenting the summarized latest trends in broadcasting centering on new services and government policies and pointing out issues at hand. This fourth article of the series reports the developments from February through July 2019. The keywords succinctly depicting the trend of terrestrial broadcasters over this time period would be “utilization of viewers log data” for commercial broadcasters and “simultaneous online delivery of broadcast content” for NHK. As we are about to enter an age of “structural change of the media” where every media service is striving to utilize “internet technology” broadcasters are seeking solutions in earnest for implementing optimum models for the new era that would replace the conventional ones: a ratings-oriented, advertising-based business model for commercial broadcasters and an operational model based on TV viewing on TV sets for NHK. This paper develops around four key issues. First, the author presents her latest knowledge as a panoramic view on the structural change surrounding television and broadcasting. Secondly, the paper considers the business model that terrestrial commercial broadcasters are introducing. Thirdly, the legal system is examined, in which the most significant topic has been the revision to the Broadcast Act that will remove a ban on NHK’s simultaneous online delivery of broadcast content. Finally, the author discusses the future raison d'etre of terrestrial broadcasters. The author argues that terrestrial broadcasters have been serving as “all-around” media players, but now need to turn themselves into “core-mission-based” as a material for future discussion on what are core missions of terrestrial broadcasters in present and future society.
