InterBEE REVIEW2016

56/71

Forum & Event ReportNews Center Pick up 688The initial session on the first day featured announcements from Dentsu Innovation Institute and the Institute of Media Environment from Hakuhodo DY Media Partners on the results of their research studies. Its content was full of the latest information from the front-lines of media research conducted by these two major players, and was highly valuable in learning about the field.The session was presented and skillfully directed by Mr. Ritsuya Oku of Dentsu Innovation Institute acting as moderator.To begin, Mr. Masataka Yoshikawa, General Manager of Hakuhodo DY Media Partners’ Institute of Media Environment, spoke about the rapid progress of the “mobile shift” that has been occurring over the past few years, based on the results of a research study conducted in 2016 by his organization. Next, Mr. Akira Miwa, Director of Dentsu Innovation Institute’s Media Innovation Research Department, presented a diagram showing the course by which television content has been replaced by other forms of media. Up until some time ago, television broadcasts had a singular responsibility for all elements of video content, but it has gradually relinquished those roles to other forms of media and devices.Ms. Mariko Morishita, Chief Researcher at Dentsu Innovation Insti-tute, announced the results of a study on the connection of televisions to the Internet. When screening was conducted on a total of 10,000 sample respondents, 8,853 indicated that they owned televisions, among which 8,296 stated that they were in current use. Furthermore, 2,107 stated that their televisions were connected to the Internet, and of them 1,037 replied that those connections were used for watching video content.Ms. Kaoru Kato, Manager at Hakuhodo DY Media Partners, spoke about a study carried out on the true status of media content viewing, in which a video recording of the actual media contact of two young people was made. This real-life video was vividly displayed on screen and allowed the audience to clearly see the actual situations of its subjects communicating via methods such as Twitter or LINE after getting into bed to go to sleep, while also restlessly watching bits and pieces of videos.Dentsu Innovation Institute and the Institute of Media Environment are two great forces in carrying out media research that is extremely useful not only to advertising but to all forms of industry. The joint presentation delivered by these two teams, which normally have a competi-tive corporate relationship, was unique and highly valuable in many ways.The special Inter BEE event known as INTER BEE CON-NECTED was held once again this year. This third occasion included the familiar and popular segment “Video Delivery of Key Stations”, and featured a full range of sessions that addressed current topics. It also included diverse content such as a keynote speech by an important figure from the United Kingdom’s Perform Group, on a visit to Japan. The event venue was equipped with an expanded 200-person capacity stage and seating area, where discussions were held by companies with booths on display in this area, for a three-day event rich with fascinating sessions.New Business Models Delivered from the Frontlines of Broadcasting and Communication.“Diversifying Video Viewing Styles, Realities and Television”Bold announcements on current knowledge from the media research teams of Dentsu and Hakuhodo!11:00 AM-12:30 PM, Wednesday, November 16th