Treasure Box Japan 2017: creativity, originality and uniqueness

Held during the MIPFormats, the Treasure Box Japan 2007 introduces Japan’s top shows for the global market, presented by top 8 networks of the country. Since 2012, this exhibition is organized twice a year, during MIPTV and MIPCOM, and allows global buyers to analyze the newest Japanese programming.  

While Japanese formats were selling ever since the late 1980’s, the joint efforts between the private, public sector and the government to promote these under one flagship, TBJ, raised the recognition level and popularity. The organization believes the current style of representative from each station giving a presentation within given time works best. All them focus on the ‘world premier’ level latest formats, as well as the classic that were never introduced outside Japan.

There are some major differences in market (viewers) needs and fundamental differences between the foreign formats and Japanese formats. First, foreign formats have structures under ‘single theme/topic’ (singing, cooking, quiz, etc.) competition in various forms, which are based on ‘win or lose’ type of ‘elimination,’ that are repeatable for a multiple numbers of episodes by professional MCs plus the amateur participants.

The success of Japanese creative TV industry is largely attributed to creativity, originality and uniqueness. Japan is good at coming up with innovative, original and creative ideas not necessarily depending on these ‘win or lose’ and/or ‘right or wrong’ mentality.

Yukiko Nakano, sales executive, NIPPON TV highlights at TBJ 2017 Meet me there, described as a ‘heartwarming’ docu-reality format that shows the milestones of relationships. From NHK/NEP, Fujioka Hisako, senior manager, program sales, adds: ‘We present a brand new format which challenges the issue related to all the people on the Earth, produced in the very unconventional way’.

YTV’s Akito Sasagawa, sales manager: ‘We are currently in negotiation with multiple numbers of clients, and some close to signing the deal. We are presenting the celebrity talk show Exposed that has been aired for 20 years in Japan: it is trying to reveal their private life with a variety of tricks’.

‘Japanese formats are highly unique and have strong concepts. However, we recognize our format’s structure does not always fit well with the international market’s needs and thus, we are seeking partners to co-develop and better adapt our formats to each territory’, describes Yuka Kakui, head of format development and sales, TV Asahi.

The annual showcase has been ‘instrumental’ for the company to increase the reach and reputation of its formats, like the sports entertainment Beat the Champions, celebrity talk show Ranking the Stars and game challenge Hide-and-Seek with Drones. ‘We launch a fun reality challenge show The 3 Family 3 Day Challenge, where three families must complete three challenges within three days in order to get the chance to win a cash prize of $10,000, and a travel format Experts Visiting Experts, where seasoned professionals visit their counterparts in a foreign country and make surprising discoveries’, completes Kakui.

Chiyo Mori, contents manager, ABC: ‘Who is the Real Celebrity? has been sold to the whole Asian territories and the local version is actually being aired in Thailand in this coming spring. The cooking battle Thief Chef offers an interesting twist: a top-rank chef takes on a challenge to copy and reproduces the signature dish of the restaurant of his/her rival chef just by eating it once’.

TBS presents a family game show Tokyo Friendly Park, a physical game show Kunoichi and a multiple answer quiz show. Masashi Yamamoto, format development: ‘One of our titles that received the strongest response was Battle of the Super Boyz, which we are hopeful to close a deal during this year. We are also interested in co-development of new formats as well’.

‘What's Daddy has been produced by 3C Media for Sichuan Satellite TV, while Can I Follow You Home? was remade by TV ZONE, both from China. Also for Can I… we have signed a distribution deal with Small World IFT’, says Kei Kitamura, sales manager, TV TOKYO.

The company presented What's Daddy four years ago, and now is going for moms: This is my MOM! is a hilarious and dramatic factual entertainment show, featuring various relationships of mother and kids. ‘Japanese TV industry offers crazy and wacky shows, but also very touching factual shows’, she concludes.

Lastly, Fuminori Nishibashi, deputy director, Fuji TV/FCC: ‘Most of our formats have received many inquiries during and after each TBJ. Particularly notable are Hole in the Road, a sister title for our worldwide hit Hole in the Wall, and Mission: Infernal. This year we introduce a variety of different formats, including our renowned physical game shows and quiz entertainments. In addition to the tailor-made format creation project, Custom-Made Format, we introduce an advanced new business opportunity at MIPTV 2017’.