Japan's NHK television station operation "dumpling three brothers," Why the failure?

Lei Song

Even in the operation, and the industry mature foreign animation industry, not every anime can be successful. It should be said, is always less than the success stories of failure cases. Because as things often requires a lot of success factors, timing, location, and so on. Therefore, we sometimes can not always focused their efforts on those success stories, while those who failed to turn around and look at the case, look at what they learned. Japan's NHK television station, "dumpling three brothers," the operation is a failure to make the case that we learn lessons.

"Dumpling three brothers" is a popular Japanese children's songs. January 1999, by the lyricist Masahiko Sato, Horie Long originally composed this nursery rhyme on NHK Television, "and her mother" to the audience the program run. Interesting lyrics, simple melodies, coupled with the fall of Sui and Van Son animated image of a cute dumpling is published, it immediately caused a sensation.

March 3, 1999, recorded a "dumpling three brothers" of the NHK program produced CD for sale on the first day, 80 million albums have been wiped out, had to issue an additional 200,000 square printed volume. March 5 that year, three days of the CD sales have reached 2.5 million. This song in 1999 the Music Copyright Society of Japan published license fee ranking, beat a number of stars song ranked third and received the 41st Japan Record Award Special Award and many awards. Because the "dumpling three brothers" on the air in Japan and even set off a burst of dumpling restaurants boom. "Unemployment three brothers," this song have also emerged, TV Asahi has also opened three brothers raised in Japan program, a combination of some politicians being dubbed the "dumpling three brothers" ...

However, the rise of social phenomena has been the "dumpling three brothers," the ultimate benefits for NHK television station is only 2 billion yen. According to the assessment, "dumpling three brothers" image if the use of good, that it has 100 billion market size is not excessive. This huge gap is what causes it?

We have to find the reasons from NHK television. This is a Japanese state-run television, with the general shortcomings of state-owned enterprises are probably there, that is the face of an opportunity when the reaction is more sluggish. To put it nicely, it is the NHK of more stringent copyright management system, to put it bluntly some, that is, layers of approval to NHK missed the "dumpling three brothers," the best time to commercial development.

At that time, including the NHK television station, often invest in companies and other anime goods, including almost all, are not expected to "dumpling three brothers" can achieve the social repercussions. The general practice is that television and commodity firms form a committee, or an image of a cartoon for the development and commercialization of its pre-set path. "Dumpling three brothers" did not present any enterprise to become the focus of attention, it's so accustomed to the rapid warming are prepared to fight the battle of Japanese businessmen by surprise. For a time, many manufacturers, enterprises have immediate concern NHK television station, ask for "dumpling three brothers," the authorization. However, as with these manufacturers, NHK themselves the vigor of this song underestimated, and not set up to develop a plan of its derivatives. So they had all the businessman said: "wait, wait."

The other, put the "dumpling three brothers," the best time to commercialization and other no more. Broadcast from the beginning of the response to the emergence of those hot, just a month or two, and only after less than six months, "dumpling three brothers," the boom will gradually fade. When NHK finally authorized companies to develop "dumpling" derivative product, "dumpling" is no longer the most popular social topics.

In this case we can see, the cartoon image of the timing of commercialization is sometimes fleeting, because the image is only a very short period of time a lot of the focus of the community, such as Mickey Mouse, Peter Rabbit so for decades, the The cartoon image of a hundred years enduring rare. When the boom in the past then, although the image has been hot over the cartoon will also be well-known image, but not enough to prop up these famous people have consumed them, because it is likely outdated.