Japan B'casters Team For Web

In a move to give consumers what they want while retaining control of their programming, five of Japan's largest commercial TV stations are banding together with four advertising companies to put their broadcasts online and on-demand.

A Web site to be set up as early as next month will enable viewers to access the schedules of the five TV companies and then view any program on the site by clicking on the title.

The largest shareholder in the new company will be advertising giant Dentsu Inc., with an 18% stake, while the five broadcasters will each hold 12.5%.

Nippon Television Network Corp., Tokyo Broadcasting System, Fuji Television Network, TV Asahi Corp. and TV Tokyo Corp. will provide their programs via the new site.

Ad agencies Hakuhodo DY Holdings Inc., Asatsu-DK Inc. and Tokyu Agency Inc. also will invest in the new venture.

A spokesman for Dentsu would not comment on the project until a date for its launch is set, but the on-demand service is designed to bring together the separate Internet video distribution businesses that the broadcasters currently provide, which requires viewers to access each company's Web site to watch a program.

In a statement, Dentsu said the rapid increase in the amount of video content being distributed via the Web requires companies to be ready to provide high-quality images on demand via broadband connections and for broadcasters to work together to provide the best service for users.

The companies also hope to attract advertising to the site, which would enable them to offer all the programs free of charge.