ASIA-PACIFIC – JAPAN, SEPTEMBER 2011: Dentsu Inc. has announced a partnership with Nippon Television Network Corporation, TV Asahi Corporation, Tokyo Broadcasting System Television, Inc., TV TOKYO Corporation and Fuji Television Network, Inc. to jointly promote pay-per-viewvideo-on-demand (VOD) services offered by each of the TV stations on Internet TV, which is expected to go mainstream in the near future.
As the functions of TV receivers become increasingly diversified, Dentsu and the five key commercial TV stations are encouraging realtime viewing of terrestrial broadcasting. Theyplan to offer VOD services on a trial basis from the 2012, with full implementation in 2014.
The shared perception is that commercial VOD will increase the value of TV. By offering viewers opportunities to watch more TV programs, it is expected to increase the number of TV program fans and expand audience reach.
The VOD services that are currently available for Internet TV usually require a user interface to search for VOD titles from a menu or other sources. Commercial VOD, however, offers a simple user interface that anyone can use, and provides smooth switching between the program currently being aired (realtime program) and VOD.
Furthermore, in order to respond to the proliferation of devices which allow videos to be viewed as well as to the diversification of consumer lifestyles, Dentsu and the five key commercial TV stations aim to maximize the value of TV through the expansion of commercial VOD to multi-function devices such as smartphones and tablets, and the creation of a flow that is linked to realtime viewing.
