Last year, we interviewed a Japanese TV announcer, Naomi Uemura, and she taught us How To Speak Beautiful Japanese. Since she provided some intriguing insight into the business, I wanted to learn more about the Japanese TV industry. So I contacted a former TV reporter who is now working for a TV sales division. Needless to say, she knows the ins and outs of Japanese TV very well. I interviewed her and learned a few industry secrets.
TV REPORTER / SALESWOMAN
Name: Wishes To Remain Anonymous
Occupation: Salarywoman working for the sales division of MBS
Age: 29
I work for the sales division of a TV company. What we do is find sponsors who want to air their commercials during our TV programs. We often create and conduct presentations for sponsors completely on our own. But we usually get teamed up with an advertising agency and work together to attract new sponsors or to keep good relationships with our current sponsors.
I was actually looking for a job in the publishing industry. I love reading and wanted a job related to books. However, in the third year of university I came across a book in the library called Practitioners Media Literacy. That one book literally changed my life, specifically after I read about Sunset On-The-Spot Broadcasting of MBS news program called Chichin-Puipui.
The thing that moved me was that the view of the sunset from the top of Mt. Ikoma (Nara Prefecture). It was so beautiful that they decided to dismiss the scheduled programming and simply broadcast a view of the mountain for about 20 minutes. It really touched me that they didnt just prioritize the scheduled programming but instead decided to share footage that viewers could admire, connect with, and share together.
It was more than enough for me to become interest in MBS. I was very lucky to be offered an internship position with them. From the internship, I learned that the company is working hard to preserve local culture for the future. It made me want to contribute to my community, which is the Kansai area, and led me to work for this company.
My company was hiring for four different positions: the general-duties department, technical jobs, art jobs, and announcers. HR assigns workers in the general-duties department to various divisions and I just happened to be chosen for a TV reporter position. Oddly, I wasnt even applying for that position.
Japanese companies traditionally assign their workers to an assortment of jobs throughout various departments within the company. Its called ???? (Jinji-idou) and it is also how I was eventually assigned to my position in the sales division. This position is actually the one that I was applying for. This sales position requires me to be flexible and have substantial physical endurance. So I thought it would be better to experience this job while Im still young.
Ive been here for 6 years now. I was a News Reporter at the News Center of the News Bureau for 2 years and the Tokyo Branch TV Sales division for 3 and a half years.
We visit the public relations and/or advertising departments of potential sponsors and pitch our TV programs. We try to explain why airing commercials during our programs will be beneficial to their company. We also suggest collaborative ideas of our programs and their products.
We usually find new sponsors based on the information from advertising agencies. We find out who is looking and why.
When a sponsor that I am in charge of expresses their appreciation to me for proposing a good program for them. Or when an idea or event that I proposed is actually used and aired. When this happens I feel really happy and have a real sense of job satisfaction.
For major companies, making their own commercials to advertise their products is a common thing, so we are always seeking new and unique ways to advertise. For example, we once had to advertise ??? (kaki-goori), which is shaved ice topped with flavored syrup. We wanted to convey the great taste of it as accurately as we could. So during a live show the director and I shaved the ice in the back of the studio so we could serve it fresh. At the same time, we set up a live broadcast in a different location and made kaki-goori there as well. In order to do this, we had to swap and adjust some wires in the facilitys switchboard. This is a good example of how, even as sales people, we get involved in many things. We try to do whatever we can whenever were able to.
After it aired, the sales of kaki-goori surpassed the goal that was set and our sponsor was really happy about that. It made me really happy as well. Throughout my time in this department, I learned that not only proposing specific TV programs to sponsors, but also learning as much as I can about a product and being a big fan of the sponsoring company, is a vital part of my job. If we become staunch admirers of the product and work really hard to sell it for them, they will eventually admire MBS too and a great relationship will form.
I think that is the most fundamental thing to the success of this sales job. Not surprisingly, the hard work done in pursuit of this also leads to the most rewarding moments of my job.
Although this is common knowledge within the company, the percentage of divorce is really high in my division. I think more than half have experienced it. Im not sure, but I feel the likelihood of divorce is high in the TV industry.
Not only cable but other forms of pay-to-view TV, such as BS or CS, are increasing in popularity. Because of these, people are starting to watch a wider variety of programs. This results in weaker audience ratings across the board.
Its getting difficult to make sales, but it also makes certain demographics more specific. This makes it easier to narrow down the advertising target. In other words, it has made it easier for us to respond to a request from a client.
You need the ability to sell a TV program as an ideal compliment to a sponsors product, as well as proposing new ideas to utilize a program or event. With that in mind, you can see the need to be creative, a quick thinker, and have good interpersonal skills.
They should have something in mind that they are really interested in and have the desire to learn as much about it as possible. Any area, whether it be politics, the economy, education, or medicine would be suitable. Choose one and make it your forte.
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