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METI to Start a Call for Promotion Plan Proposals that incorporate “Branded Content”

February 6, 2019

Aiming to encourage Japanese companies to promote themselves by using an increasingly popular promotion method known as “branded content”, the Ministry of Economy, Trade and Industry (METI) will implement a project to provide business matching opportunities between content producers and companies that wish to release branded content.

1. Purpose

In recent years, companies are increasingly adopting the promotion method called “branded content.” This method uses video and other modern entertainment media to create or increase customer loyalty and inspire emotional reactions to the brand by sponsoring or fully funding entertaining content. Companies are able to convey their management philosophies and introduce their products or professional relationships to entertainers to improve brand awareness and elevate their corporate image, improving marketing efforts, sales and recruiting.

For content producers, creation of branded content is a beneficial business model in which such producers are able to exercise their own creativity and create new content jointly with other companies in different industries.

Against this backdrop, METI has been advancing the project for providing business matching opportunities between content producers and companies that wish to create branded content.

2. Call for promotion plan proposals

On February 4 (Mon.), 2019, METI held a meeting titled “Orientation for Content Producers that Intend to Create Branded Content for Companies”. At the meeting, eight companies that wish to create branded content delivered presentations before participants including some content producers concerning the format of content that they wish to make. To promote this effort, METI started inviting content producers to offer plans of branded content for companies.

METI will also accept applications from content producers that did not attend the orientation meeting above. If you wish to access the details of the presentations and the target companies and other information, visit the website below and complete a registration form. METI will provide the relevant information once the registration process is completed.

In addition, METI will provide occasional updates to the list of companies that are searching for appropriate content producers.

3. Outline of the call

Period of the call:
From February 6 (Wed.) to 17:00, February 20 (Wed.), 2019 (application forms must arrive by this time of the date.)
Note: For companies newly added to the list, this period may change.

Flow of a business matching opportunity (tentative):
[i] Accepting proposals from content producers, [ii] selection of contents producers by companies that wish to make branded content, [iii] presentations by selected content producers on the details of their proposals, [iv] completion of a business agreement, and [v] creation of branded content

Note: For details on how to apply and more information on the call, visit the website below:

Division in Charge

Media and Content Industry Division, Commerce and Information Policy Bureau

Related website