Alarmed at advertisers’ flight from TV to newer media, Japanese broadcasters have launched a campaign to remind viewers that commercials can be entertaining, the Wall Street Journal reports.
Japan’s 133 commercial TV stations have launched a month-long campaign promoting the contributions of commercials, which, in Japan, often feature big stars. According to a story in the Wall Street Journal’s Media & Marketing section, the problem broadcasters face is the DVR, which is expected to be in use in 44% of TV households by 2009, up from 15% in 2005.
Tokyo-based Nomura Research Institute estimates that 80% of DVR owners zap through commercials, and that has knocked $489 million, or 3%, off the value of TV commercials to advertisers, according to the WSJ story, which was written by Amy Chozick. The promotional campaign traces the history of commercials, and maintains that they are part of the entertainment fabric of TV.