Japanese commercial broadcaster Nippon TV took its globalisation message to TIFFCOM this afternoon, talking about “different challenges” and finding “the right path forward” and underscoring a commitment to pursuing “co-creation and co-production and to establish mechanisms that enable profit sharing”.

Keiichi Sawa, Nippon TV’s board director/senior executive operating officer, outlined a multi-layered strategy – including event development and other “unique initiatives” – in front of a packed room in Tokyo on day one of the annual market.

Sawa said ongoing sales to global platforms was being strengthened along with a focus on original dramas and remakes.

The anime pillar, which he said had already generated significant revenue, was being expanded with a focus on merchandising and event development to build a fan base. He mentioned the stage play, “My Neighbour Totoro” in London, and said exhibitions were also on the company’s radar.

Nippon TV’s film projects include “The Scarlet”, scheduled for release in Japan in November and in the U.S. after that.

Talking about the newly established Gyokuro Studio, Sawa said the aim was to develop variety formats for overseas markets.

Gyokuro Studio head Ken Akiyama said the new unit planned to launch 10 new formats a year, with a strong focus on co-creation and incentives for production companies. Akiyama also notes a shift towards making creators recognisable by name.

Along with Nippon TV’s new base in L.A., Gyokuro Studio is part of a strategy to enhance content, partnership and distribution capabilities.

Sawa said Nippon TV was “especially mindful” of the need to change employee mindsets.

“Terrestrial creators have been prioritising domestic ratings. We need to change their mindset and aim for global markets. We also need to recruit experienced professionals with deep international expertise,” he said.