“Comedy” on Yamanote Line monitor…Original program broadcast from April “We want to create a virtuous cycle with commercials”

JR East Planning Co., Ltd., which handles in-train advertising, will change the content broadcast on train monitors starting April 1 on 10 major lines in the Tokyo metropolitan area, including the Yamanote Line and Chuo Line, as well as the Yurikamome Line.

Up until now, we have been mainly broadcasting corporate commercials, but from now on, we will create and broadcast 60-second original programs on topics such as comedy, trivia/culture, and gourmet, and we will also include corporate advertisements between programs. To broadcast.

There are approximately 50,000 monitors on the target routes, which are seen by a total of 84 million people a week.

Business Insider Japan, Gizmodo Japan, and Media Gene, which operates ROOMIE, will also be participating in the production of the original program.

Passengers in the car, from monitor to smartphone

According to JR East Planning, the current style of broadcasting advertisements on in-car monitors began in 2002, but in recent years there has been a growing trend of passengers looking at their smartphones instead of on-board monitors.

Regarding the aim of revamping the broadcast content, Ryoji Akaishi, president of JR East Planning, said:“I hope that by preparing programs that are extremely TV-like and incorporating sophisticated short commercials, a virtuous cycle between programs and commercials will be created.”And so.

“TRAIN TV,” an original train program that will begin broadcasting in April, will be created entirely as an original program, and the broadcast content will be updated weekly. Since no sound is emitted from the monitor, they are conscious of the content being enjoyable even without sound.

Gourmet, beauty, and TikTok collaboration programs too

Specific broadcast programs include “Challenge from Hikakin,” in which popular YouTuber Hikakin challenges passengers to various challenges, “Chocopla EX,” in which the popular comedy duo Chocolate Planet challenges comedy without sound, and In addition to a news program in which mystery-solving creator Ryogo Matsumaru introduces “inspirations from around the world,” there will also be a gourmet program in which celebrities go to restaurants they want to eat incognito, and programs in collaboration with TikTok and the beauty site @cosme.

In addition, media management companies Media Gene, which operates Business Insider Japan and Gizmodo Japan, Every, and Mynavi will each produce and broadcast collaborative programs.

Mr. Hikakin and two people from Chocolate Planet also participated in the press conference on March 26th.

Chocolate Planet’s Shun Matsuo talks about taking on a “comedy show without sound”“I’m not usually a good talker, so I try to deceive with my face and my movements, so coming here has finally helped me.”he said, eliciting a laugh.

Mr. Hikakin“When you get on the train, it probably plays once every few minutes, so please take a look and see if Hikakin is coming.There will be a lot of original programs, so please keep an eye out for it.”He said with enthusiasm.