The Japanese Market for UK Films - BFI

Japanese market. The boom started and was empowered by the promotion of
an actor who played in the Korean TV drama aired by public broadcaster NHK.
Although there were hits of S.Korean films, for example Swiri (2000), before the
drama, the boom was triggered by “Sonata in winter,” which was broadcasted on
NHK-BS2 in 2003. This sweet love story drama was repeated by BS and then
aired again on a terrestrial channel after that because it was so popular. It is
unusual that a satellite broadcast is repeated on terrestrial TV. The interest in
S.Korea awakened by this drama caused people to travel to locations used in
the drama and to take an interest in other Korean actors/actress and films.
This was not the first time that visual content has external effects in Japan.
Looking back, many American dramas were aired in 50’s and 60’s in Japan, with
the diffusion of TV sets in the home, and the Japanese came to admired the rich
life and culture of America. This formed the basic environment for the
acceptance of American films in Japan
.
These S.Korean and American cases suggest that the influence of UK TV
dramas watched at home would be an effective way to increase exposure to UK
culture, life, actors/actresses and stories. The release of UK films based on a
feeling of closeness to UK culture is a means of long term market development.
NHK (terrestrial and BS-satellite) and WOWOW have slots for foreign dramas.
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