Japan’s largest TV network, NHK, has embraced the kawaii (cute). They have recruited the mega-popular idol group AKB48, and hand picked girls to form a new team, their own “Team BS” to help promote NHK’s BS (Broadcast Satellite) Network.
10 girls were selected from AKB48 and sister groups SKE48 & HKT48 to form the new team. From AKB48, current number 1, Oshima Yuko, the second ranked Mayu Watanabe, captain & leader of AKB48, Takahashi Minami and the up & comer Haruka Shimazaki (Paru) were selected. From SKE48 were the inseparable Matsui Jurina and Matsui Rena. From HKT48, Meru Tashima and Rino Sashihara were chosen. Additionally, Miyuki Watanabe (Milky) and Sayaka Yamamoto were snatched up from NMB48.
Promotional commercial spots are expected to appear on regular network channels from March 20th through March 31st in a 11 day campaign. PVs are expected to appear on AKB48’s youtube channel, as well as on giant posters near Shinjuku station. Other related advertisements (like posters, cards and one-off in person events) are expected to pop up on the streets of Tokyo within that time frame.
The new team will be short lived, but hopefully they’ll have an eventful 11 days while promoting not only NHK’s satellite network, but themselves as well. Every time a business contracts the group to help promote one of their products, they are also taking advantage of the opportunity to promote themselves. In the future, when we look back at the social phenomena that is AKB48, it won’t be hard to see why the group is has been so successful and long-lived in a culture that has an extremely short attention span.
Source: Oricon Style (Japanese)