Foreign TV networks hungry for Japan formats

As overseas TV companies seek to satisfy their appetite for new formats, they are snapping up the rights to Japanese variety shows, opening up new markets for commercial Japanese networks along the way.

In September, William Morris Agency, a talent and creative agency based in Beverly Hills, California, agreed to sell three of TV Asahi Corp.'s program and segment formats in the United States and Britain: "Geinojin Setsuyaku Battle Ikkagetsu Ichimanen Seikatsu" (Celebrity thrift challenge--life on 10,000 yen a month), a segment on the program "Ikinari! Ogon Densetsu" (Suddenly! Golden legend); "Ai no Epuron" (Love aprons), a cooking contest between female entertainers; and "Kakuzuke Shiau Onnatachi" (Women rate each other), a segment in a program called "London Hearts." All were hits in Japan.

William Morris Agency has had its eyes on Japanese TV programs for the last year, says Grace Chen, managing director of William Morris Asia. She says Japanese TV programs are creative and innovative, and a gold mine for new formats.

According to Nippon Television Network Corp. (NTV), format sales started abroad in the 1960s with U.S. children's TV show "Romper Room" one of the first examples. NTV bought the Japanese rights to the show and produced its own version.

Another Japanese program based on an overseas format is "Quiz $ Millionaire," taken from Britain's "Who Wants to Be a Millionaire?"

Meanwhile, Japanese commercial broadcasters began selling their format rights in earnest around the 1990s.

Some successful European and North American remakes include Fuji Television Network's cooking competition "Ryori no Tetsujin" (Iron chef) and NTV's "Money no Tora" (Money tigers), in which would-be entrepreneurs seek investment from venture capitalists, which was sold to about 20 countries including Britain, Canada and Finland.

And Tokyo Broadcasting System's (TBS) "Fuun! Takeshi-jo" (Wind and cloud! Takeshi's castle) has been dubbed and broadcast in the United States since 2003. The format also was sold to more than 10 countries.

In the original program, challengers tried to capture a castle headed by comedian Beat Takeshi (also known as film director Takeshi Kitano) by overcoming various obstacles.

Japanese TV networks say programs that are easy to follow, such as those with physical activities, and those structured in an innovative way, attract foreign buyers.

Some say a lack of fresh ideas among U.S. and European broadcasters--which have already cannibalized each other's programs--also is behind the recent popularity of Japanese formats, as they look to new regions for inspiration.

And for Japanese networks, format sales are a convenient way to make money without fear of their concept or star performer being lost in translation.

Japanese networks have been promoting their programs at industry fairs around the world. But in October, TBS filed copyright infringement suits with the U.S. District Court in California against U.S. TV network ABC and a production company, arguing that ABC's hit show "Wipeout" closely resembles "Fuun! Takeshi-jo."

TBS sought an injunction and damages against the program.

"Wipeout," which ABC aired in prime time from June to September, sees contestants tackle various outdoor obstacle courses.

TBS says the hit U.S. program is similar to its own in many respects, such as its narration, the obstacle courses and the use of music.

In such cases, Japanese networks sometimes protest or arrange for a contract to be signed. But the concept of "format rights" carries relatively little legal weight.

"In both Japan and the United States, copyright law bans copying a finished work, as in pirated copies," said Kazuo Makino, a lawyer well versed in copyright laws. "But the law is not as strict regarding program setups and ideas, and it is largely up to judges to decide."

In 2002, U.S. network CBS unsuccessfully sued ABC and a production company over a program that CBS claimed closely resembled its global hit "Survivor."

And in the United States even civil suits go to a jury trial unless both parties drop the case, putting Japanese broadcasters at a disadvantage, Makino says.

But at a news conference in late October, TBS President Hiroshi Inoue appeared confident his company would prevail in court.

"Of course the hurdles in these court cases are high, but we figure we have a chance for victory," he said.(IHT/Asahi: December 2,2008)