The Brief

All household have TV in Japan, but people watch less TV and spend more time on smartphone. People communicate with someone by smartphone individually even with their family together in livingroom. Even in internet era, TV is over the generations, so we should value the important media providing common topics for every generation. Our idea is new entertainment collaborating TV x Smartphone that family can enjoy together, moreover, it’s an unprecedented entertainment linking livingrooms of throughout Japan enjoying together in real-time. We self developed new interactive TV platform Massive Interactive Entertainment System "M.I.E.S.". The new entertainment what M.I.E.S. makes possible is the live TV show that viewers join the show at home through their smartphones in real-time. However, the main contents live broadcast on TV screen is the data from millions smartphones, so it was too risky because that’s first time at live TV show ever. TV broadcaster wants to avoid risks of live shows as they have sponsors advertising. Therefore, as we minimize risks for them, we purchased 1hr TV show frame, and self planned, created, and broadcast the live TV show “BLOODY TUBE” at all our cost. This demonstration challenge is unusual in TV industry going beyond boundaries.

In order to persuade TV broadcasters the possibility of interactive TV shows and to let viewers experience new fun entertainment, we implemented “BLOODY TUBE” . Our biggest concern was if M.I.E.S. can work with the existing broadcasting system, but thanks for technician support from the broadcaster, we succeeded technical verification. This show made full use of M.I.E.S. and our creativity. The point is a million of smartphone displays are program controlled by M.I.E.S, so without views’ tap actions, their displays keep changing and that totally synchronize with the live TV show progress at very fast pace. We designed 49 displays for 1hr show. Another point is massive information data is managed even all viewer’s action at same time. The data is aggregated instantly and graphic output creatively on TV screens in real-time. Those interactive communications have to be mutual at all the time during the show, so everything reflect on both screen in real-time at very fast pace. Each technology component was existing, however, combining those was not simple. Nobody could imagine millions people participate individually yet interactive at same time because that never exit in the world yet. Therefore, in terms of both technology and art direction, we proud only our team, who has both high interactive technology knowledge and great web creativity, could make it possible. In a meanwhile, we challenged new advertising ways; Interactive advertising and "On-air to Online to Offline" method advertising. This was the proposal and implementation of new business model to make industries say “Wow”, and we believe it’s also innovation for advertising income. M.I.E.S. can manage millions of viewers at this point and never had troubles during live shows. We’re improving to manage tens millions people for bigger events. It's been all our fee, but we’re considering funds from outside for further challenge.

Our long-term goal is creating biggest Live-Entertainments not only for Japan but for worldwide people participating at same time. For example, imagine 2020 Tokyo Olympic, worldwide people enjoy live TV with our system M.I.E.S. together in real-time. We keep improving the M.I.E.S. to make it possible. We’re not thinking about selling the M.I.E.S. now, but if that can make further challenge possible sooner in a bigger scale, we might sell it to TV broadcasters. After the first show “BLOODY TUBE” which all done by us, we got offers from all major Japanese TV broadcasters. So far, we've done more than 30 various interactive TV shows; Voting, Film social, Quiz, Bookmaker, Love match, and Game. All are enjoyable to families and friends together. This innovation brings in new entertainment and new type of advertisement income. Actually, BLOODY TUBE proved it by the high and fastest conversion rate and also showed influence for the Japanese issue of indifference to TV. The M.I.E.S. made innovation generate positive effectiveness for various industries. However, we believe this innovation can lead to even bigger innovation, so we’re only at the starting point, and we can go further.The possibilities of M.I.E.S. are “ To Infinity and Beyond”.