TV Setouchi

TV Setouchi Broadcasting Co., Ltd., commonly branded as TV Setouchi or TSC, is a Japanese commercial television station headquartered in Okayama. It serves the combined Okayama–Kagawa television market and operates as an affiliate of the TX Network, the Japanese network associated with TV Tokyo. The station broadcasts under the callsign JOPH-DTV and uses digital virtual channel 7. The station emerged from efforts to expand commercial television capacity in Okayama. In the late 1970s, business leaders including Shozo Fujita, president of Chutetsu Bus, advocated a new broadcaster under the proposed name Eastern Chugoku Television Broadcasting. Progress slowed after the television markets of Okayama and Kagawa were combined in 1981. The change nevertheless created a framework in which the region could support four commercial stations, and the Ministry of Posts and Telecommunications subsequently made a new UHF frequency available. Hundreds of companies initially expressed interest in the license. After negotiations and consolidation among the applicants, TV Setouchi was established and received its broadcasting license on July 24, 1984. The company held its founding ceremony on October 3, 1984, with Fujita as president and Chutetsu Bus as its largest shareholder. Construction of an eight-story headquarters began in November 1984 and was completed in July 1985. Test transmissions began on September 25, 1985, and regular broadcasting started at 6:18 a.m. on October 1, 1985. TV Setouchi became Japan's 104th private television station. In addition to its Okayama base, it established an office in Takamatsu, reflecting its service area in Kagawa, and opened offices in Osaka and Tokyo. The broadcaster's early business development was closely tied to advertising sales. Its advertising revenue exceeded 2 billion yen in 1989, but it did not record a profit until fiscal 1991. Financial pressure continued during the 1990s. The company increased its capital in 1992, yet accumulated losses reached approximately 1.934 billion yen by 1995. Advertising prices were revised in 1997 to align more closely with those of the other commercial stations serving the region. Although the station reported measurable audience shares in 1998, the Japanese financial downturn weakened advertising demand, while the deteriorating condition of the Chutetsu Group limited the support available from its principal shareholder. On December 20, 1999, Chutetsu Bus transferred its shares to a Sanyo Shimbun printing company. The new ownership introduced measures intended to rebuild advertising performance and improve the broadcaster's finances. During fiscal 2000, TV Setouchi launched its internal 5-4-2 plan, targeting sales per employee of 50 million yen, total sales of 4 billion yen, and a 20 percent operating-profit margin. The station also launched WebTSC, becoming the final broadcaster in the TXN network to establish an official website. In fiscal 2003, it eliminated its accumulated debt one year ahead of schedule, reaching debt-free operations for the first time. Its operating margin reached 23 percent in 2004, reportedly placing it second among Japanese commercial broadcasters. TV Setouchi refreshed its corporate identity on April 1, 2004, introducing a new logo and Nana-chan mascot, both designed by employee Yoshie Kitai. Its twentieth anniversary in 2005 was marked by special programming and events. The station began digital broadcasting on December 1, 2006, using virtual channel 7, and moved its operations earlier that year into the Sanyo Shimbun building. In 2017, Masato Doi became president, succeeding Hideo Kawabata. The broadcaster has continued to modernize its technical infrastructure. On November 20, 2023, it upgraded its digital master-control room for the first time since the launch of digital broadcasting. The new system uses an IP-based architecture developed by NEC and is designed to support internet-oriented workflows and possible 4K delivery. In March 2024, TV Setouchi and Television Hokkaido conducted a TXN remote-playout test, producing signals for Tokyo between March 11 and March 22. TV Setouchi therefore combines a regional broadcast role with the programming, distribution, and technical relationships of the TXN network.

TV Setouchi was created during Japan's expansion of regional commercial television licensing. In 1978, Shozo Fujita, president of Chutetsu Bus, and other local business figures promoted a plan for a third commercial station in Okayama under the working name Eastern Chugoku Television Broadcasting. The proposed station faced uncertainty after Okayama and Kagawa were combined into a single television market in 1981. That regulatory change ultimately allowed the area to support four commercial broadcasters and led the Ministry of Posts and Telecommunications to allocate a new UHF frequency. The license attracted 352 applicants. Following negotiations among the applicants, TV Setouchi was formed and received its license on July 24, 1984. Its founding ceremony took place on October 3, 1984, with Fujita as president and Chutetsu Bus as the largest shareholder. Construction of the station's eight-story headquarters began on November 20, 1984, and was completed on July 29, 1985. Test broadcasts started on September 25, 1985. Regular service began at 6:18 a.m. on October 1, 1985, making TV Setouchi the 104th private television station established in Japan. The station also developed offices in Takamatsu, Osaka, and Tokyo. Its commercial performance was initially challenging. Advertising sales exceeded 2 billion yen in 1989, but TV Setouchi first recorded a profit in fiscal 1991. The company raised capital in 1992, while accumulated losses reached approximately 1.934 billion yen by 1995. In 1997, it adjusted advertising rates to bring them closer to the other commercial stations in the market. Audience data reported for 1998 showed a daily average share of 4.2 percent, with stronger shares during prime time and the broader evening period. However, the Japanese financial crisis reduced advertising demand, and the weakening finances of the Chutetsu Group made continued shareholder support difficult. On December 20, 1999, Chutetsu Bus sold its shares to a Sanyo Shimbun printing company. The new ownership focused on restoring advertising revenue and operational stability. In fiscal 2000, the station introduced its 5-4-2 plan, which set targets for sales per employee, total sales, and operating profitability. It also launched WebTSC, its official web service. TV Setouchi achieved debt-free operations in fiscal 2003 after repaying its accumulated debt one year earlier than planned. Its operating margin reached 23 percent in 2004. The station introduced a new corporate logo and Nana-chan mascot on April 1, 2004. Its twentieth anniversary in 2005 featured special programs and events. TV Setouchi moved into the Sanyo Shimbun building in 2006 and began digital broadcasting on December 1 of that year using virtual channel 7. Masato Doi became president in 2017, succeeding Hideo Kawabata. The broadcaster's recent development has centered on technical modernization. On November 20, 2023, it commissioned a new digital master-control room, replacing equipment that had been in service since the beginning of digital broadcasting. The IP-based system, developed by NEC, was designed with internet distribution and potential 4K broadcasting in mind. From March 11 to March 22, 2024, TV Setouchi and Television Hokkaido conducted a remote-playout trial for TXN, generating signals for Tokyo. TV Setouchi remains a regional commercial television station serving Okayama and Kagawa within the TX Network ecosystem.

• 2024

  TXN remote-playout trial

  [1]TV Setouchien.wikipedia.org

  TV Setouchi participated in a remote-playout test with Television Hokkaido from March 11 to March 22.

• 2023

  Master-control modernization

  [1]TV Setouchien.wikipedia.org

  An IP-based digital master-control system was commissioned on November 20.

• 2017

  Presidential succession

  [1]TV Setouchien.wikipedia.org

  Masato Doi succeeded Hideo Kawabata as president.

• 2006

  Digital broadcasting begins

  [1]TV Setouchien.wikipedia.org

  The station launched digital broadcasts on virtual channel 7.

• 2004

  Corporate identity refreshed

  [1]TV Setouchien.wikipedia.org

  A new logo and Nana-chan mascot were introduced on April 1.

• 2003

  Debt-free operations achieved

  [1]TV Setouchien.wikipedia.org

  TV Setouchi repaid its accumulated debt one year ahead of the stated plan.

• 1999

  Change in principal ownership

  [1]TV Setouchien.wikipedia.org

  Chutetsu Bus transferred its shares to a Sanyo Shimbun printing company.

• 1991

  First recorded profit

  [1]TV Setouchien.wikipedia.org

  The station recorded a profit for the first time in fiscal 1991.

• 1985

  Regular broadcasting begins

  [1]TV Setouchien.wikipedia.org

  Test transmissions began in September and regular broadcasts started on October 1.

• 1984

  Broadcasting license granted

  [1]TV Setouchien.wikipedia.org

  TV Setouchi received its license on July 24 and held its founding ceremony on October 3.

• 1981

  Okayama–Kagawa television markets are merged

  [1]TV Setouchien.wikipedia.org

  The market merger changed the regulatory basis for adding commercial stations to the region.

• 1978

  Initial campaign for a third commercial station

  [1]TV Setouchien.wikipedia.org

  Shozo Fujita and other business leaders began advocating a new commercial television broadcaster for Okayama.

A regional commercial broadcaster serving the Okayama–Kagawa market, differentiated by its affiliation with Japan's TX Network and its role as a local source of television programming, news, advertising, and community information.

• Television broadcasting · 2006

  JOPH-DTV digital terrestrial television

  TV Setouchi's primary service is digital terrestrial television for viewers in Okayama and Kagawa. The station broadcasts under callsign JOPH-DTV and uses virtual channel 7. Its schedule combines locally produced news and information with programming supplied through its TX Network affiliation.

• Local television content · 1985

  Regional programming

  TV Setouchi produces and distributes programming relevant to the Okayama–Kagawa market, including regional news, information, and community-oriented content. The available reference material does not identify a complete current program catalog.

• Digital media · 2000

  WebTSC

  WebTSC is TV Setouchi's official web presence and digital companion to its television operation. It was launched during fiscal 2000 as part of the broadcaster's business-recovery and modernization efforts.

• 2005Twentieth-anniversary programming

  Okayama · Kagawa

  The station marked its twentieth anniversary with special programming and events, including the program Warm Welcome! Family Dining Room.

  Outcome. The anniversary provided a promotional and programming focus for the broadcaster's twentieth year.

  Source
• 2004New logo and Nana-chan identity

  Okayama · Kagawa

  TV Setouchi updated its corporate identity with a new logo and Nana-chan mascot, both designed by employee Yoshie Kitai.

  Outcome. The refreshed identity became part of the station's public brand presentation.

  Source

• 2024

  TXN remote-playout testingStrategy

  Background

  TX Network affiliates were evaluating remote production and playout arrangements for network signal delivery.

  Action taken

  TV Setouchi and Television Hokkaido conducted a remote-playout operation from March 11 to March 22, producing signals for Tokyo.

  Aftermath

  The trial demonstrated a possible model for geographically distributed TXN technical operations.

  Source

• 2023

  Replacement of the digital master-control systemGeneration change

  Background

  The station's digital master-control equipment had been in use since 2006 and required modernization.

  Action taken

  TV Setouchi introduced an IP-based NEC system designed to accommodate internet-oriented operations and possible 4K delivery.

  Aftermath

  The upgrade enabled more flexible transmission workflows and supported subsequent TXN remote-playout testing.

  Source

• 2006

  Transition to digital broadcastingGeneration change

  Background

  Japanese commercial television was transitioning from analog transmission to digital terrestrial broadcasting.

  Action taken

  TV Setouchi began digital broadcasts on December 1 using virtual channel 7.

  Aftermath

  The digital service became the foundation for subsequent master-control and transmission upgrades.

  Source

• 2000

  Adoption of the 5-4-2 financial recovery planStrategy

  Background

  The station was seeking to improve advertising performance and restore financial stability after years of losses and weaker market conditions.

  Action taken

  TV Setouchi set targets of 50 million yen in sales per employee, 4 billion yen in total sales, and a 20 percent operating-profit margin.

  Aftermath

  The station later achieved debt-free operations in fiscal 2003 and reported a 23 percent operating margin in 2004.

  Operating-profit margin. 23% (2004)

  Source

1. 1TV Setouchien.wikipedia.org
2. 2TV Setouchi official websitewebtsc.com