https://www.yomiuri.co.jp/culture/tv/20250806-OYT1T50119/
NHK's main source of revenue, its receiving fees, continues to decline. In the three months since the end of the last fiscal year, when the number of contracts dropped by 1.45 million over five years, there has been a further decrease of 140,000 contracts. The payment rate is also in a dire state. With a yellow light blinking for public broadcasting operations based on a receiving fee system that obligates television owners to a contract, NHK has begun considering a new sales strategy to strengthen its approach to viewers. Amid a budget deficit, it is now at a critical juncture to see whether it can achieve its goal of balancing its budget by the 2027 fiscal year.
According to the first-quarter business report released last month, the number of receiving contracts as of the end of June was 40.53 million, a decrease of 140,000 from 40.67 million at the end of March. The number of contracts peaked at 42.12 million at the end of fiscal year 2019 before beginning to decline, triggered by the COVID-19 pandemic. The decrease has continued even after the pandemic subsided, and in addition to a drop in the number of households, rising prices, and people moving away from television, it has been pointed out that the change in sales methods has had a significant impact.
In an effort to cut sales expenses, NHK has been strengthening its transition since fiscal year 2021 from a door-to-door sales method using a large number of personnel to a "non-visiting sales" approach, such as promoting programs at community-based events. It also began promoting contracts using a special mail delivery service that can deliver mail without a specific addressee, as long as the address is listed. However, the results have not been sufficient, and the current situation is that the number of new contracts cannot keep up with the number of cancellations.
Against this backdrop, at a meeting of the Board of Governors, NHK's highest decision-making body, held on June 24, it was reported that the estimated household payment rate had declined in all prefectures except Kochi Prefecture, which became a topic of discussion. Masaro Tabuchi, an audit committee member (former Senior Executive Vice President of Sumitomo Corporation), pointed out, "When I look at the payment rates by prefecture, almost all of them have gone down. I was a little shocked, as this is a very serious situation. What should we do about our analysis and measures? We need to thoroughly dig deep and properly resolve the issues by listening to the voices of viewers, the voices of those who are not paying, and what is there."
In response, Vice Chairman Tatsuhiko Inoue said, "We recognize that this is a 'turning point for the sustainability of NHK' based on receiving fees. With the start of the mandatory internet services, we will begin considering a new type of contract and a new sales strategy, starting this weekend."
by 100rad