TBS presented its new program”EXE” at MIPTV in Cannes

2010.04.22

At MIPTV which was held in France, Cannes from April 11th to 16th, TBS had huge promotion of its new program “EXE” (airing from 0:00 to 0:30 every Saturday night).

MIPTV is one of the biggest content markets in the world, attracting over 10,000 entertainment industry professionals from over 100 countries around the world. Since 2002, TBS has posted advertisements on the stairs inside the entrance to the Palais to promote the station’s program to the world. This time, TBS dedicated all of the space to promote EXILE, the host of “EXE”. In addition to this, TBS also showed promotional videos of “EXILE” at its booth. “MIP daily,” a daily magazine distributed every day during the market, carried articles about “EXE” on 1st and 2nd days.

”EXE” is aired in Taiwan just 2.5 hours after its broadcast in Japan. In Taiwan, the program is aired on CTV, which is a major terrestrial network in that country. It is groundbreaking for an ongoing talent-based Japanese show to be aired overseas within 24 hours of its broadcast in Japan.

“EXE” is hosted by Japanese music group “EXILE.” EXILE is comprised of 14 members of singers and dancers, and continues to grow in popularity since they were formed in 2001. Not only have they won Japan’s premiere music award, “Japan Record Grand Prix,” for the last two years, they also have swept most of the other domestic music awards. Their great success and popularity led to their selection to perform at the ceremony to commemorate the Emperor's 20th year on the throne in November 2009. It is one of the highest honors for a performer in Japan, and is a testament to EXILE’s wide fan base and their rise to become one of the top entertainers in Japan.

In Japan it usually takes a considerable amount of time until the program is ready to be aired abroad, mainly due to the intricate rights clearance structure. TBS’s approach with “EXE” will contribute to both the timely distribution and promotion of Japanese content and artists in the world market, and act as one of the best deterrents to piracy of the same. EXE’s near-simulcast in Asia provides a new path for success of Japanese content to the world.

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TBS presented its new program”EXE” at MIPTV in Cannes