2023 Volume 23 Issue 1 Pages 3-13
TV anime show, which is the core of the Japanese animation market, often develops their business by a media-mix strategy that combines derivative products (derivatives) and distribution of works in different media (versioning). Until now, the media-mix strategy has often been explained in terms of story and its expressive superiority, and it has not been described that it covers costs from TV stations, and now the strategy employs television broadcasting as a means of promoting businesses that mainly focus on revenue from media-mix channels. Therefore, in this paper, I show that business development by media-mix strategy is economically indispensable for TV anime shows from the cases of the three eras, the early stage of TV anime shows, the rise of the anime boom, and the establishment of the production and marketing partnership.
