NHK sets itself apart with buys

Written by Mark Schilling

Monday, 19 May 2008

Story Categories: Film, NHK, TV,

TOKYO -- Japan's big four commercial networks have long said no to U.S. drama shows, with the Japanese mass aud strongly preferring local stories and faces, especially in primetime. Foreign formats, such as "Who Wants to Be a Millionaire," have had marginally more success with the Japanese nets, but the overall trend has not changed in decades.

By contrast, pubcaster NHK, as well as major Japanese cable and satellite strands, have long been big buyers of U.S. programming, picking up shows in every genre and for every demo.

"We do not limit ourselves to any specific type of shows," says NHK senior producer Yukihiro Shibata. "We always welcome any kind of surprise. So we expect to look for new types of shows (at the L.A. Screenings) this time."

NHK, which currently skeds four foreign series on one of its two satellite channels, as well as overseas miniseries on the general channel of its terrestrial service, is looking for what Shibata describes as, "family-oriented, nonviolent comedy shows." Recent hits for NHK include "Ugly Betty," "Monk" and the classic sitcom "Full House."

As for Wowow, a satellite pay broadcaster that was serving 2.43 million subs as of the end of April, U.S. shows that have gone over well include "CSI," "Grey's Anatomy," "Cold Case" and "Criminal Minds." Wowow focuses on entertainment programming in all genres, from sports and music shows to foreign dramas and pics.

At the L.A. Screenings, Wowow will be looking not only for primetime drama series from the major U.S. networks, but also U.K. or other foreign TV series that have been remade in the U.S., according to buyer Keiko Nakazono. In the second category, she is interested in both the original and U.S. versions (a previous example being "The Office.")

Cable TV miniseries and reality shows in the vein of past hits like "Band of Brothers," "Taken," "Rome" and "Project Runway" also appeal to Nakazono. It sounds as though she is in for a busy week -- and a productive one for her U.S. partners.