Japanese commercial broadcaster, Nippon TV, today confirmed expansion plans led by a new production unit – Gyokuro Studio – in Tokyo specialising in unscripted development for worldwide audiences as well as a new business base in Los Angeles. 

The new structure follows the publication last month of the Nippon TV Group’s Management Vision for 2025-2027, in which the company declared its intention to “evolve our content-oriented approach and transform into a global content creator”. 

The group goal is consolidated net sales of ¥700 billion/US$4.46 billion (including international sales of ¥100 billion/US$637 million) and consolidated operating profit of ¥70 billion/US$446 million in fiscal 2033. The company says it has set aside ¥100 billion from 2025 to 2027 to support its medium-term growth. 

The new Gyokuro Studio, based in Tokyo, will be led by veteran producer, Kenichiro Akiyama, who said in today’s official announcement that the restructure changed Nippon TV’s production focus from a domestic model to one designed for international audiences.  

The studio aims to develop 10 unscripted titles a year, with a 10-year plan of 100 titles for worldwide distribution. These will be developed in-house as well as co-developed with third party creators.

Akiyama said the studio would accelerate the development of “a robust foundation for creating content that resonates with audiences worldwide”. 

Gyokuro Studio’s tagline is “producing premium content from Japan to the world”. 

The studio’s website said the content would be promoted worldwide through Nippon TV’s North American business hubs.  

Nippon TV’s former head of unscripted formats, Tom Miyauchi, will head the LA business office, which launches operations in July. Miyauchi relocates to LA from Tokyo for the new role. 

The LA office will focus on driving sales of content and IP in North America and LATAM.

Miyauchi said in today’s announcement that the new office would “tap into the pulse of local trends and connect with global audiences with precision and agility”.

“Our aim is to lead every phase of the content journey – from content development and full-scale production to distribution and international rollout, and the establishment of local production frameworks,” he added. 

Prior to joining Nippon TV in 2017, Miyauchi was a brand manager for U.S. music & entertainment company, Fender, and spent almost a decade in advertising and media.

Akiyama joined Nippon TV in 1996, and served as a director, producer and chief producer on the network’s flagship programmes such as "The! Tetsuwan! DASH!!", "Sukkiri", "Ariyoshi no Kabe", and "The World’s Astonishing News".