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Companies Urged To Utilize New Media In Contents Distribution Date: 10/20/2005 |
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ADV Films has been getting alot of attention recently surrounding it's adoption of the Peer To Peer transfer protocol, Bit Torrent. Canadian P2PNET's article mention yesterday is the most recent example of this. Now Japan's contents creators are being urged to utilize new media such as P2P technology as a direct, digital distribution channel to the world. This was the topic of a recent business symposium held in Tokyo titled Creator Notameno Guerilla Marketing No Susume (Recommendation Of Guerrilla Marketing For The Creator). Speakers at the symposium included Assistant Professor at Keio University, Tatsuo Tanaka it; Infobahn Chairman of the Board and Representative Director Hiroshi Kobayashi (former editor of Japanese Wired Magazine) and Comics Wave President and Representative Director Hiroaki Takeuchi (Producer of Hoshi No Koe and The Animatrix). Mr. Tanaka pointed out some of his research on how the domestic CD market had dropped from their 500 Million Yen annual peek in 1998 to around 300,000 million currently. The drop was widely believed to be attributed to music file sharing via P2P apps. Tanaka said various innovations in the past possessed copyright problem such as radio and VCRs but that the industry expanded to accommodate them. Almost like a paradox, according to his survey of Winny users, CD sales were not hurt from file swapping on the P2P program. His conclusion is that the economic public welfare had actually been improved. Tanaka analyzed a possible "Advertising Effect" for P2P swapping to see if the user who tried out a song on a file swapping program might go out and buy the CD if they liked it enough. There is the instance of access increase when independent music labels and mainstay artist's works are shared via file swapping in the United States. There are pros and cons of this however. The topic changed to the use of blogs as marketing tools and Mr. Kobayashi spoke on this matter. His company started the fashion in Japan of managing a celebrity's blog and then publishing the blog as a book. Starlet Manabe Kawori's blog was handled by him and the resulting book, "Mum's The Word Of Manabe" which had just been released exceeded 50,000 copies sold in the first three days. As of a March 2005 announcement by the Ministry of Public Management, Home Affairs, Posts and Telecommunications, the number of blog readers in Japan has reached 16.51 million people. He mentioned new net standards like Atom, RSS, SNS, Pod Casting, CGM etc.. Finally, Mr. Takeuchi spoke on image contents and talked about his own case making The Animatrix. The idea for the project came about when the Wachowski Brothers visited Japan. Takeuchi insisted on the announcement being made at the comic convention in which Otaku from all over the U.S. gathered. From there the news was carried all over the world by the Internet. Moreover, a free delivery had been executed as an early screening. Takeuchi succeeded in the user's expectations ripening on the anticipation of seeing the preview and following developments on the net. The result was a desire to purchase the DVD when it was available. A worldwide simultaneous release was decided for The Animatrix. Hoshi No Koe was an original feature length anime created by virtually unknown independent creator. Prior to the release there was alot of doubt in the industry that it could sale. Takeuchi suggested a preview by made available online, broadband users at the time exceeded 500,000. Smash hit sales were recorded without spending advertising cost as topics were added to the 2 Ch BBS. From there coverage was picked up by 250 magazines commercial magazines. |
| Source: Anime News Service |
