Dentsu Opens “Hello! Japan” TV Channel in Singapore

Leading brand agency Dentsu announced today that “Hello! Japan,” a new international entertainment TV channel with popular Japanese content, will be launched in Singapore by J Food & Culture TV Pte. Ltd. (JFCTV) on Feb. 25.

In addition to Dentsu, JFCTV investors include Nippon Television Network Corporation, TV Asahi Corporation, Tokyo Broadcasting System Holdings, TV TOKYO Holdings Corporation, Singapore Media Alliance Pte, Ltd., Imagica Robot Holdings Inc., Hokkaido Television Broadcasting and Shogakukan-Shueisha Productions Co., Ltd.

After its debut in Singapore, Hello! Japan will be distributed to ten other countries and territories in the Asia Pacific region: Indonesia, the Philippines, Hong Kong, Malaysia, Thailand, Australia, Vietnam, India, Korea and Taiwan.

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According to Dentsu, emerging markets in the ASEAN region are showing remarkable economic growth, and countries outside the region that are aiming to enter this marketplace are focusing on ways to increase their presence in the region in order to boost the brand image of their corporations as well as the number of travelers coming into their countries.

The export of broadcast content is regarded as a strategic move to promote awareness and understanding of a culture which can increase the degree of positive feelings toward that country. In the midst of intensifying competition, Japan must continue to provide high-quality, versatile content to the global marketplace, suggest Dentsu.

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The Japanese content currently being broadcast around the world is either content purchased individually by overseas broadcasting stations or the NHK World TV (English) and NHK World Premium (Japanese) programs.

There are, however, no channels broadcasting over a wide area that have a Japanese company or companies at their core. Against such a backdrop, Dentsu and the JFCTV investors launched this project to both increase the market for Japanese content and enhance the presence of Japan in other countries.

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This is stated to be the first time that several media content companies in Japan have collaborated to integrate and edit content for distribution overseas.

Moreover, the establishment of a comprehensive entertainment TV channel by a Japanese company to deliver variety and music programs to audiences overseas is expected to provide logistical support for Japanese companies as they accelerate their globalization.

Television commercials and events that are linked to program content, for example, can be used to increase the synergistic effects of advertising communications, Dentsu said.

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