P.36 Media and Content Business (7)

Media and Content Business Strategies for Business Evolution of the JNN Network and business transformation JNN (Japan News Network) is a network of 28 affiliate sta- tions anchored by TBS TELEVISION, INC. To adapt to rapid changes in external conditions and “evolve” into a sustain- able network, we are currently working to further strength- en our collaboration. One of the core pillars of this effort is business-side collaboration. While protecting the traditional value of television commercials, we aim to enhance each sta- tion’s “earning power” in new business domains by pooling our expertise through collaboration with the TBS Group and sharing successful practices across stations.

Outcomes of “JNN Business & Growth 2025” and

the nationwide rollout of successful practices At the “JNN Business & Growth 2025” pitch event, which acceler- ated business growth across the entire network, innovative ideas symbolizing the independence of each affiliate station came together. The number of applications reached a record high of 243, with submissions from the JNN networks stations surging sharply to 125. Of the seven teams that advanced to the final round, more than half, four teams, were from the JNN networks stations (the JNN Chugoku-Shikoku alliance, BSS Broadcasting System of San’in, MRT Miyazaki Broadcasting, and RBC Ryukyu Broadcasting), demonstrating a remarkably high level of enthu- siasm for business creation across the entire network. The “Onsen Paradise” project by MBC Minaminihon Broad- casting, originally launched in FY2023, was adopted as a reboot project, and this model, which leverages the reach of broadcasting to sell out hotel inven- tory, has since been adopted by various other stations. Launched in June 2025, Oita Broadcasting System, Inc. is growing at an astonishing pace, with its membership exceeding 20,000. This pace significantly outpaces the precedent set by TV-U YAMAGATA INC., which approached 10,000 members in just a few months, demon- strating that the horizontal expansion across the entire network is steadily driving the construction of a new JNN network. Expanding advertorials nationwide leveraging

the news media platform “TBS NEWS DIG Powered by JNN” of the 28 JNN stations

Advertorials leveraging “TBS NEWS DIG Powered by JNN,” a news media platform driven by the combined efforts of all 28 JNN stations, are experiencing rapid growth as a robust digital joint venture among the JNN network stations that transcends the boundaries of traditional broadcasting. Under this initiative, the 28 JNN stations rooted in commu- nities across Japan will serve as points of contact for customers in their respective regions, delving deep to uncover the hidden challenges and unique appeal of local businesses and municipal- ities. Based on the local information and materials unearthed in this way, the operating company, TBS/JNN NEWS DIG LLC, and the various network stations work in close cooperation. By integrating the proven content creation capabilities unique to a television broadcaster, we produce highly credible advertorials. This has enabled a flow that delivers valuable, real-time information “from the local level to the entire country.” Ad - vertising sales have experienced rapid growth, more than doubling year-on-year, with two- thirds of these orders originating through the network stations. This positions the platform as a powerful support vehicle for leading local companies and municipalities looking to dissem- inate information and expand nationwide.

Regarding the business synergies between YARUKI Switch Group Holdings Co., Ltd.

and the JNN network stations

At the kids’ sports school “Ninja Nine,” which develops athletic abilities through the power of science, the three pioneering network stations (TV-U FUKUSHIMA,INC., Tulip-TV Inc., and Oita Broadcasting System, Inc. (OBS)) have expanded their school areas, and the number of students now exceeds 200, showing steady growth. In addition, Iwate Broadcasting Company (IBC) newly opened a school in October 2025. TV KOCHI BROADCAST- ING CO., LTD. opened a School IE classroom. Business collabo- rations between the JNN network stations and YARUKI Switch Group Holdings Co., Ltd. are gradually accelerating.

Reorganization into the “Business Promotion Committee” and the launch of the “Monetize Project”

The JNN Network Relation Office, consisting of all network sta- tions, has reorganized the former “Sales Information Committee” into the “Business Promotion Committee.” Moving away from the conventional operation centered on lectures inviting sponsors, the committee is now focusing on sharing and horizontally deploying successful new business cases across stations, as well as conducting unified business research among the network stations. The pillar of this reform is the “Monetize Project.” This project supports the creation of new revenue sources outside of B2B (advertising), such as in the B2C sector, by “copying” and horizontally deploying the unique success patterns (winning formulas) held by each network station. By sharing realistic, grassroots success stories among regional stations, such as RKK Kumamoto Broadcasting Co., Ltd.’s program merchandise development, MBC’s accommodation booking service, and RBC’s event opera- tions, each station aims to leverage its ex- isting resources to become self-reliant and maximize revenue for the entire network. 36