Compete with Contents that Don`t Get Old

`The fusion of broadcasting and communication is riding a rapid.` This is one of the topics of conversation, which have been brought up endlessly for last few years, and along with this topic of conversation, the voices that worry about the lack of contents are following it.

This summer, the Japanese national broadcasting service NHK Satellite Broadcasting aired a TV animation series `Iron Shoulder Atom (Space Boy Atom).` It took 10 hours a day for a week to air the whole series. It must be very enviable thing for people who worry about the lack of contents. The more important thing is that it is more than 30 years old animation, but people still enjoy it.

Let`s think about movies or soap operas. Is there any one who wants to see more than 10 years old movies or soap operas? Although it made a social syndrome with more than 50% viewing rate at the time of premier, but there is no one to watch that again after a year.

The reason why the soap operas or movies easily became out of fashion is not directorial or technical problem. Even though there are many games flashing marvelous 3D graphics, there are many people who still enjoy the Tetris or brick breaking games. We often observe that 10, 20 years old comic books are reintroduced as revised versions. That is because they are still giving us fun to enjoy even today.

If we think collectively about those cases, we can draw the following conclusion. We can divide the entertainment contents into two groups such as the contents that humans (starring actor) are the main character like movies and soap operas, and the contents that humans are not the main character like animation games and comics. And the contents that humans are the main character have high speed of platitude.

If we look at the popular music we can feel the difference between these two easily. In case of idol singers that people listen to the music because they like the singer, people cannot remember even what they sing in just few years, but the real singers who compete with song itself, singers themselves and songs they sing have long life.

The contents that humans are the main character enjoy humans. However, humans easily get old and change. The young stars are not young anymore in just few years. Their images are changed often due to scandals. The ideas of recipients are also changed, so the homogeneity is easily vanished. Humans, who are the symbol of the era, have no meaning if the era is changed.

Japan possesses many contents that humans are not present. She can air more than 15,000 hours with just the TV animation series that were produced so far. However, she still worries about the lack of contents. We who made mostly the contents with humans as the main character have nothing more to say.

It might be the short cut to secure success by making movies or soap operas using stars of the time. However, if we have a long-term perspective, the contents that humans are not the main character like animations will be cumulated as the asset of the company, and we can use that as an axis of decision making.