Importance of Ratings in Japanese Drama
As in many other countries, Japanese television is arguably the most important media type. A survey completed in 2000 by NHK, Japan's public broadcasting network, showed that 95% of Japanese people watch television every day. Eighty-six percent said they consider television an indispensable medium, and 68% said the same of newspapers. There are other forms of media that can be used to promote products and services, such as the Internet. However, Shinji Takada, a television executive at Nippon Television (NTV), believes that although the Internet is popular among drama fans, "We don't regard broadband as mainstream media. It will never happen. Broadband is a complementary medium."
Television ratings are calculated by several researching firms. Video Research Ltd. is one of the more reliable firms, and more television networks, advertisers, and Japanese drama fans use the numbers from this firm than any other. The ratings focus on the Kanto (Tokyo) and the Kansai (Osaka) areas, which are believed to serve as a good representation of what most of Japan watches. The ratings become available for the general public every Wednesday.
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