Media Upheaval: Exploring Broadcasters’ Strategies for the Redefinition and Reconstruction of Management and of Programing as Communication Designing

Taking a Clue from the Concepts of “Marketing” and “Innovation”

Published: October 1, 2021

This paper focuses on the strategies for securing the organizational sustainability of Japanese broadcasters in the current difficult business environment triggered by digitalization, with an aim to explore the ways of redefining and overcoming the challenging issues of management, organization, and indicators, from a new perspective, or the viewpoint of business administration studies. In conventional theories on program scheduling and audience ratings, “marketing” has been regarded as a negative concept that overlaps with ratings supremacy. Moreover, in some cases, “marketing” and “innovation” are considered as opposing two ideas, or a trade-off, that are meant to be managed by different organizations. Referring to modern business administration studies, this paper looks at the following three points: 1) the definitions of “marketing” and “innovation” are redefined in line with the times and the reality, 2) “marketing” and “innovation” have a common idea of “creating values for customers,” and therefore they are not competing and should rather function as overlapping ideas in an interoperable manner in the current difficult business environment, and 3) to achieve this, it is important to construct indicators comprehensively. What is required is the theory and practice based on these two concepts that can play a key role in redefining and reconstructing broadcasters’ business management and programing as communication designing.

The NHK Monthly Report on Broadcast Research

TANI Masana

in Japanese