Story Categories: advertising, Japan, regulation, TV,

   The twelve digital BS channels currently operating have been rapidly adding promotional programming to their skeds, in addition to regular TV commercials. These shows now constitute nearly 40% of their total weekly broadcasting hours. At some channels the percentage is as high as 60%. The channels thereby cut production costs, while earning coin from promotional program sponsors. 

    Responding to complaints by consumer groups about the flood of such programming, the ministry, known locally as the Somusho, has announced that "it has no reason to prioritize" the license applications of new BS channels "broadcasting large numbers of programs whose principal purpose is advertising." 

   The ministry will instead give priority to applicants whose programming mix is less weighted towards promotional programming.

   The ministry will begin a preliminary survey of new license applicants in August, including an appraisal of how much promotional programming they intend to broadcast. It will begin formally accepting applications in the spring of 2009 and issue licenses to successful applicants that summer. There is room for from eight to twelve new digital channels -- and dozens of companies are reportedly considering applications.

   Commercial broadcasters in Japan currently self-restrict TV commercials to 18% or less of their total weekly broadcasting hours. There are no punishments for violators, however. Also, the government does not limit the percentage of programming devoted to ads, including promotional shows, since such regs would infringe on free expression enshrined in Japan's Broadcasting Law. 

   On the other hand, when evaluating applicants for new broadcasting licenses, the Somusho examines the channel's proposed programming mix to determine whether it contributes to the "healthy development of broadcasting."