|
NHK's first Morning Drama serial, Daughter
and I (created by Shishi Bunroku), began in April 1961 and ran
for a year. Each episode lasted 20 minutes and went out Monday to Friday
at 8:40 a.m. From the second serial, Tomorrow's
Wind, the running time was changed to fifteen minutes, aired
from 8:15 a.m., Monday to Saturday. This time slot continues to the
present day. At first, only about 1.5% of women in their 30's watched
television in the morning, but this grew to 20% by 1965 and 26.2% by
1970. The morning dramas clearly contributed to a major shift in morning
viewing habits.
The breakthrough in breakfast-time viewing
patterns took place with the sixth serial, Ohanahan,
in which the actress Kashiyama Fumie played an enchanting character
who became something of a national favorite. Audience share exceeded
50% from the start, while the annual average reached a record 45.8%.
The morning dramas became an almost infallible gateway to success for
aspiring actresses, such as Hiiro Tomoe (Tabiji),
Fujita Yumiko (Tomorrow Comes), and
Otani Naoko (Nobuko and Grandma).
Some of the serials were adapted from popular novels, but original creations
by invited screenwriters were increasingly used. The themes were often
biographical, focusing on women who had opened a path for themselves
through effort and determination in circumstances that reflected the
social conditions of the period in which the story was set. Since the
eighth serial, Tomorrow Comes, broadcasts
have been in color. Since the 15th serial, Light
Blue Time, each drama has run for six months. They have been
produced in Tokyo and Osaka alternately.
The Oshin
effect
In her hometown in Yamagata, "Oshin rice confectionery"
and "Oshin sake" were sold as souvenirs. A cruise down
the Mogami River, which used to be called the "Basho Line,"
was renamed "Oshin Line." Oshin also appeared in animated
cartoons, comic books, theater, and even a song. Politicians spoke
of "an economy based on Oshin's philosophy" and the "Oshin
Diet." Prominent economists said "a philosophy of perseverance
like Oshin's is needed in this era." And in sumo wrestling,
the expression "Oshin Yokozuna" was coined. In each case,
the name was used to signify perseverance.
An illustration of Japan in the days before economic success, Oshin
has been broadcast in 59 countries and regions, creating a sensation
everywhere. |
|
|
The most successful
morning drama of all was the 31st serial, Oshin,
which began in April 1983. Viewers were immediately captivated by the
poignant story line and the convincing performance of the lead actress,
Kobayashi Ayako, who played the protagonist as a child. Later, as Oshin
grew up and matured, she was portrayed by Tanaka Yuko and finally by Otowa
Nobuko. The top audience share for an individual episode was 62.9%, and
the annual average was 52.6%. The story depicts a girl, Oshin, born into
a poor family, who overcomes various challenges with an indomitable spirit
and hard work, and finally achieves success as the owner of a supermarket.
The story made a powerful impact on viewers of every age group, touching
the hearts of many.
Kokoro,
launched in the first half of 2003, is the 68th serial. Over the years,
numerous female protagonists with unique, individual characters have been
featured. Many different walks of life have also been represented: a pilot
in Carpet of Clouds, a comic book writer
in Sister Ma, Japan's first pop star in First
Evening Star, a pioneering female journalist in Hanekonma,
a staff member at a stable for sumo wrestlers in Hirari,
an American citizen in Sakura, and an
aspiring astronaut in Manten.
Oshin
Twins
Chura-san
Morning Drama Serials
|
