Nippon TV launches esports subsidiary

Japanese commercial broadcaster Nippon Television Network has launched a new esports subsidiary, AX Entertainment.

The subsidiary will operate an esports team, AXIZ, and broadcast a 50-minute esports magazine programme called eSports Good Game.

The programme will be available via Nippon TV’s catch-up service, as well as Hulu Japan, TVer, GYAO! and Openrec.

Nippon will also make the show available for worldwide distribution.

“As the demographic of television viewers in Japan continues to age, Nippon TV is faced with limited opportunities to come into contact with the younger generations in their 10s and early 20s who do not spend time in front of the small screen,” Nippon TV’s esports project team stated. “We decided to actively create opportunities to reach the non-TV viewing demographic by entering the globally-expanding esports arena, a business model that focuses on the youth and enables them to be the primary players and audiences.”