![[Shionogi Pharmaceuticals] Fuji TV's "Music Fair" to consider requesting removal of company name; following Kikkoman, another long-running program sponsored by a single company... | jnnavi (1) [Shionogi Pharmaceuticals] Fuji TV's "Music Fair" to consider requesting removal of company name; following Kikkoman, another long-running program sponsored by a single company... | jnnavi (1)](https://i0.wp.com/japannewsnavi.com/wp-content/uploads/2025/01/hfgh-682x485.jpg)
According to Sponichi Annex
It was revealed on the 21st that Shionogi & Co., Ltd. is considering requesting the removal of the company name caption from Fuji Television's "Shionogi Music Fair," for which it is the sole sponsor.
The program has been on the air for over 1964 years, having first aired in August 8. Shionogi & Co., Ltd. has been the sole sponsor of the program since its inception.
On the same day, Kikkoman, the sole sponsor of Fuji TV's long-running program "Kuishinbo! Banzai," requested that the program be suspended from the 1th. The 26th episode was cancelled.
In response to an interview with Sponichi Shimbun, the company said, "We made the request through our agency today. Nothing has been decided at this point. We will make a comprehensive decision in the future." The show is sponsored solely by Kikkoman and began broadcasting in 1974. The reporter was fixed the following year, and last year marked the 50th anniversary of the show's broadcast.
A number of companies have decided to stop airing commercials for Fuji Television following reports that senior staff at the station were involved in the celebrity Nakai Masahiro's troubles with women.
[See source for full text...]
The following is from X (formerly Twitter)
[Posted by Masa]
— Masa (@masanews3) January 21, 2025Fuji TV to remove program names and sponsor names lol🤣🦁
I'm getting further and further away
Shionogi Pharmaceuticals to consider requesting removal of company name from Fuji TV's "Music Fair" - the second long-running program sponsored by a single company after Kikkoman... - Sponichi Annex Entertainment https://t.co/Yz5iqrCEp3 https://t.co/2R3E9G0vdZ
(Sponichi) Shionogi Pharmaceuticals to consider requesting Fuji TV's "Music Fair" to remove company name; following in Kikkoman's footsteps, a string of long-running programs... https://t.co/whp9rlhz6U
— suken (@takakuratch) January 21, 2025
On the 21st, it was learned that Shionogi Pharmaceuticals is considering requesting the removal of the company name caption from Fuji Television's "Shionogi Music Fair," for which it is the sole sponsor.
It would be fine if it started broadcasting at 8:00 every day and ended at 17:00.
— RDTRUCKING (@SX0G2r5SGk10217) January 21, 2025
There's even a music fair❗️My heart is pounding🤣
It might be time for "Sazae-san" and "Chibi Maruko-chan" to consider transferring to other stations...Sunday living room anime is being tainted with the image of sexual tribute 😭 Even Kamon Tatsuo's "Sazae-san Graffiti" has had its lyrics changed because they were found to be obscene.— Shottsuru (@nmnm_guchiguchi) January 21, 2025See AlsoРусификатор от 8bit - Страница 4
Fuji Television to be absorbed into TV Asahi
— Hirorin (@gGktwndZ50stbbX) January 21, 2025
引用元 https://www.sponichi.co.jp/entertainment/news/2025/01/21/kiji/20250121s00041000242000c.html
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Editor B’s opinion
As sponsors are leaving Fuji Television one after another, it seems that Shionogi Music Fair may finally be affected. Shionogi Pharmaceuticals is reportedly considering requesting that the company name caption be removed from the program. This is not just a suspension of commercials, but will also affect the name of the program itself, making it a slightly different move from previous sponsor withdrawals.
"Shionogi Music Fair" is a long-running program that began in 1964 and has been running for over 60 years. Moreover, Shionogi Pharmaceuticals has been the sole sponsor since the program began broadcasting. The fact that such a traditional program has been caught up in this scandal once again shows that Fuji TV's brand value is now in a critical situation.
This incident came to light just after Kikkoman requested that Fuji TV's long-running program "Kuishinbo! Banzai" be suspended from sponsorship. The decision was made to suspend the program's broadcast on the 26th, putting the survival of the program, which has been one of Fuji TV's flagship programs for many years, in jeopardy. This is evidence that businesses are losing trust in the station.
This move is not just the decision of one company, but can be seen as part of a trend spreading across the entire industry. On the 17th, Fuji Television President Koichi Minato held a press conference, and the following day, the 18th, Nippon Life Insurance and Toyota Motor decided to suspend their commercials. On the 20th, more than 40 companies, including Seven & i Holdings and McDonald's Holdings Japan, announced that they would be reviewing their commercials. Then, on the 21st, "IT!" reported that the number of companies that had decided to suspend the commercials had finally reached 75, and more than 350 commercials had been replaced with AC Japan's public service announcements.
The reason behind the simultaneous review of commercials by sponsoring companies is thought to be public distrust towards Fuji TV's reporting style and internal problems. In particular, since the reports on the talent Nakai Masahiro and the existence of the station's executives who were allegedly involved in them came to light, it seems that the companies' response has accelerated. It is not yet clear how much of an impact this issue will have, but at present it is difficult to say that Fuji TV's response is moving towards a resolution to the situation.
In the first place, sponsoring companies are careful about where they place their advertisements. If the credibility of a television station is shaken, advertising there itself becomes a risk. In that respect, Shionogi Pharmaceuticals is in a situation where it has no choice but to be cautious. The decision to remove the subtitles this time must be considered as one measure to protect the company's image.
However, even if the company name is removed, the risk to the company will remain unless the fundamental problem is resolved. It will be interesting to see what decision Shionogi & Co. will make in the future, but in some cases, they may choose to withdraw from the sponsorship altogether. If that happens, the name of the program, "Shionogi Music Fair," may also be changed.
There is no doubt that this will have a major impact on Fuji Television's operations. Advertising revenue is the lifeline of a television station, and if it is lost, the budget for program production will also decrease. Considering that commercials have already decreased and AC Japan's advertising has increased, if sponsors continue to lose interest in the future, it will have an adverse effect on the operations of the entire station.
Furthermore, this movement may spread to other TV stations besides Fuji TV. The current trend of sponsorship withdrawal is concentrated in Fuji TV, but if companies start to become aware of the "risks of TV advertising," it may have an impact on other stations. In particular, there is a possibility that a similar situation will occur at TV stations with many programs sponsored by a single company.
The fact that a long-running program can be so easily changed by a single company decision may be a major turning point for the entire television industry. Until now, it was common for sponsors to support programs, but in the future, this model itself may be subject to review. If companies change their advertising strategies and shift to less risky Internet advertising, the business model of the entire television industry will also change.
Fuji TV must take some kind of action to stop sponsors from leaving, but at the moment no effective measures are in sight. Simply apologizing will not restore sponsors' trust, and the station's operating policy must be fundamentally reconsidered.
It seems that attention will continue to be focused on the sponsor's movements. If the decision to withdraw from "Shionogi Music Fair" is made official, it will be an even bigger blow to Fuji Television. We will continue to keep a close eye on future developments.
Written by: Editorial Department B
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