A Study on Economic Aspect of Media-mix Strategy of Television Anime Shows

DOI
  • Mori Yuji
    Digital Hollywood University, Graduate School

Bibliographic Information

Other Title
  • テレビアニメにおけるメディアミックス展開の経済的根拠

Description

<p>TV anime show, which is the core of the Japanese animation market, often develops their business by a media-mix strategy that combines derivative products (derivatives) and distribution of works in different media (versioning). Until now, the media-mix strategy has often been explained in terms of story and its expressive superiority, and it has not been described that it covers costs from TV stations, and now the strategy employs television broadcasting as a means of promoting businesses that mainly focus on revenue from media-mix channels. Therefore, in this paper, I show that business development by media-mix strategy is economically indispensable for TV anime shows from the cases of the three eras, the early stage of TV anime shows, the rise of the anime boom, and the establishment of the production and marketing partnership.</p>

Journal

Keywords

Details 詳細情報について

  • CRID
    1390576579386263040
  • DOI
    10.34370/jjas.23.1_3
  • ISSN
    24351989
    1347300X
  • Text Lang
    ja
  • Data Source
    • JaLC
  • Abstract License Flag
    Disallowed

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