Yoshio Nakayama, President and CEO of BS Japan Co., Ltd.

Build a "backbone for life" - Diverse learning through the continuation of one thing

■ Profile

Born in 1958. After graduating from the University of Tsukuba Graduate School, he joined Nippon Television Network Corporation in 1983. After gaining practical experience in production, news, and sports, he served as Director of the Sports Center in the Sports and Information Bureau, Deputy Director of the News Bureau, Director of the Business Bureau, and Executive Director, before becoming Representative Director and President of BS Nippon Corporation in 2018.

BS Nippon Television is currently implementing a number of measures focused on expanding its audience to younger generations. Its representative director, President Yoshio Nakayama, talks about the "backbone of his life" that he built during his student days. We also asked about BS Nippon Television's management policy and President Nakayama's passion for the company, calling its employees "BS Nippon Television fans." We also asked about the type of students who are suited to being "BS Nippon Television fans."

I was devoted to soccer throughout my school days, from junior high school to university. I started playing soccer in junior high school and entered a strong soccer school in high school. I was the team's goalkeeper in high school and was even selected as a player for the National Sports Festival. I was so good at soccer that I was selected for the Japan Under-18 national team in my third year of high school.

Even at university, he spent most of his time playing soccer, and probably only attended classes for about three or four months a year. That's how passionate he was about soccer.

My parents told me to get a job after graduating from university, but as soccer had been all I had done up until then, I wanted to rethink soccer and my life from a different perspective, so I decided to go on to graduate school at Tsukuba University. I attended graduate school while belonging to Yomiuri Soccer Club, the predecessor of Tokyo Verdy 1969. The club paid for my tuition, so I was able to spend my time as a graduate student at my own pace, both playing soccer and studying.

And just as I was starting to think that maybe I don't need to continue playing soccer after graduating, I received an invitation from the Yomiuri Soccer Club to work for the Yomiuri Shimbun. At first, I declined because I thought newspapers were a place for serious students to work, but then I started looking for work at what is now Nippon Television, and ended up joining the company. It was through my continued experience playing soccer that I came across Nippon Television.

■BS Nippon Television is focusing on anime to expand its audience

As the majority of BS digital broadcasting viewers are older people in their 50s and 60s, we hope to broaden the age range of viewers by attracting the interest of younger generations. In an age where people are saying that young people are turning away from television, it can be said that expanding the young viewer base is an urgent task for the survival of television stations.

To that end, we are currently focusing on the anime business, which is popular among young people. We broadcast currently popular anime in late-night slots, and are making efforts to attract young people to BS broadcasts. Anime reruns are also popular with people in their 30s and 40s, who find them nostalgic. We are also embarking on businesses outside of anime broadcasting. For example, we are running anime-related events and merchandising anime characters. We deliver anime merchandise to everyone through sales at events, online sales, and collaborative sales with TSUTAYA. It is difficult to attract new viewers with television broadcasts alone, so we need to develop both broadcast and non-broadcast businesses. We will continue to aim to expand our viewer base by focusing on these two business developments.

■ Creating a lively work environment that encourages more conversation

Since I became CEO, I have made several changes to BS Nippon Television to provide even better service.

First, let's look at the office environment at BS Nippon Television. Previously, there wasn't much chatter between employees, and the office was quiet. However, the ideas that arise when employees chat with each other are very passionate and important. For this reason, we changed the layout of desks and chairs to make it easier for employees to communicate. As a result, conversations between employees are now occurring everywhere, and the office is lively.

In addition, to deepen bonds, I have started calling all my employees "BS Nippon Television Fans." I have also established the "Happy 7," seven items that will enrich and make BS Nippon Television Fans happy. One of these items is that the company will cover the cost of any dinner gathering of seven employees, as long as it is work-related. This reflects my wish that employees will communicate with each other and deepen their friendships.
Other items include individual awards, career advancement, and work-life balance.

Students, why not become a "BS Nippon TV fan"? BS Nippon TV is looking for students who have a strong foundation in life and a lively personality. I think students who are serious at heart but not too bound by conventional wisdom would be a good fit to become a "BS Nippon TV fan."

■ Working in society means becoming a professional in your field

I want university students to have a wide variety of experiences. I don't mean that I want them to increase the variety of experiences they have. I want them to encounter a variety of experiences while working on one thing, and to form the backbone of their lives.

For example, I learned a lot while continuing to play soccer. There are many students who do a lot of volunteer work or have studied abroad, but if they don't learn anything from those experiences, it's meaningless.

Going out into society and working means becoming a professional in that field. Becoming a professional is tough. While you're a student (and I apologize for repeating this so many times), build the "backbone of your life" and then head out into society with the mindset of becoming a professional.

Interview with Student Newspaper Online on April 20, 2022 by Kokoro Sato, a third-year student at Tsuda University