November 2007
BS digital broadcasting, which began in 2000, has exceeded 28 million households this summer and is expected to reach 30 million by the end of the year. Financial conditions are also on the upswing, from five straight fiscal years in the red to two stations recording profitability in FY2006. This report looks back at the short history BS digital broadcasting from its start, centering on commercial BS stations, analyzes the current financial conditions, programming policies (through management interviews) and viewers’ reactions to BS digital broadcasting (through Internet questionnaires), and speculates on its possibilities.
First, in interviewing the management and programming personnel, we found that while resolving cumulative losses was important, each was seeking ways to provide broadcasting services that utilized unique expertise and are different from terrestrial broadcasting. The general trend is towards satisfying the needs of adults/baby boomers tired of terrestrial programs, by providing services that combine purchasing capabilities, originality and affiliate programs. Also, Internet surveys studying actual viewing conditions of such services showed that a fair number of the media-savvy demographics do use BS digital. Although the figures do not compare to terrestrial programs, viewing frequencies and numbers of regularly watched programs are increasing, proving BS digital broadcasting has its own presence. But the survey had biases in age groups and gender, so accurate viewing conditions have not yet been fully understood. The true media value of BS digital broadcasting needs to be understood, through a wider, more detailed survey.