Treasure Box Japan to launch at Mipcom

TOKYO — With the backing of the Japanese government, seven major public and commercial broadcasters will launch a new format sales initiative called Treasure Box Japan at TV mart Mipcom, which runs Oct. 8-11.

To kick off the initiative, the Japanese partners will hold an event called Treasure Box Japan — New Formats Dinner on Oct. 7 to showcase Japanese formats with international potential to 150 buyers and producers from more than 100 countries and territories. In addition to enjoying a full-course dinner, guests will watch presentations from the sponsoring broadcasters.

Among the broadcasters participating are pubcaster NHK, NTV, TBS, Fuji TV, TV Asahi, TV Tokyo and Asahi Broadcasting, with the sponsorship of the Ministry of Internal Affairs and Communications (MIAC) and the Ministry of International Trade and Industry (MITI).

This is the first event of its kind in which Japanese broadcasters have joined together to pitch their formats.

Formats based on hit Japanese programs, such as TBS’s long-running obstacle course show “Sasuke,” have enjoyed popularity with international buyers over the years, but overseas sales have been solely up to individual broadcasters until now. MIAC and MITI, however, have been planning a more coordinated effort to promote Japanese contents abroad.

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