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Ten major Japanese broadcasters are joining forces for the first time to send a joint delegation to MipCancun, marking the country’s first coordinated television market presence outside Asia.
The “All-Japan” initiative
is organized under the Japan Commercial Broadcasters Association (JBA) in collaboration with Japan’s Ministry of Internal Affairs and Communications (MIC) and the Broadcast Program Export Association of Japan (BEAJ). JBA represents commercial broadcasters operating television and/or radio services across the country, and the initiative is designed to promote Japanese IP and expand business opportunities across the Latin American content market. MIP Cancun is marking its 13th edition this year.
The delegation includes Tokyo-based key stations TBS Television, Nippon TV, TV Asahi, Fuji Television Network, Inc. and TV Tokyo, along with Wowow Inc., BS Asahi, Tokai TV, MBS, Inc. and Yomiuri Telecasting Corp. A dedicated Japan Pavilion will be set up within the market’s matchmaking zone, giving each company its own table for meetings with Latin American buyers.
While Japan remains best known internationally for anime, the delegation will emphasize live-action content, particularly television drama, a category the Japanese government is now specifically targeting for overseas growth.
“As IP development and co-productions become increasingly vital in the entertainment market, the industry is reaching a major turning point,” said Maria Perez Bellière, director of MipCancun. “We have high expectations for this initiative to introduce the appeal of Japan’s new content and firmly establish the ‘Japan brand’ in Latin American countries, with whom Japan shares a long history. We are deeply honored that Japan has united to leverage the unique Latin American market opportunities that MipCancun has spent 13 years building here in Cancun.”
A “Japan Content Showcase” screening event will run Nov. 18 in the Cancun Theater Room, spotlighting programming from the participating broadcasters with a focus on Japanese drama for Latin American industry professionals. A networking cocktail reception will follow, giving the visiting companies and local buyers additional time to talk business.
The push into Latin America comes as the Japanese government has named the content industry one of the country’s core growth sectors. Tokyo has set a target of expanding the overseas market for Japanese-origin content from JPY5.8 trillion ($37 billion) in 2023 to JPY20 trillion ($129 billion) by 2033, with a specific target of JPY0.5 trillion ($3.2 billion) for live-action content overseas by 2033.
Latin America brings its own long history of serialized television drama, rooted in telenovelas that have been produced across the region since the 1950s and have traveled widely across borders. The continued growth of streaming in the region is also opening new pathways for international scripted content to reach audiences.
Organizers frame the delegation as a way for Japanese networks to strike deals with Latin American buyers, distributors and producers when the market runs in November.
MipCancun is a content market and conference serving Latin American and U.S. Hispanic television, bringing together acquisition, distribution and production companies to close content deals in the region’s growing TV markets.
