The 'Norm' 5 Years from Now as Imagined by the Data Business Promotion Department of the Planning Promotion Bureau

In the Data Business Promotion Department of our Planning Promotion Bureau, we are creating the foundation for new businesses with an eye on Video Research five years from now—based on this mission, we are developing plans to generate services in new business domains. This time, we interviewed Kenichi Nukariya, a sub-leader in the Data Business Promotion Department, about the department's initiatives and appeal.

<Profile>
Kenichi Nukariya
Joined the company in August 2018 after working as an editor for fashion magazines at a publishing house and at an advertising agency. In the Data Business Promotion Department, he leverages his previous experience to focus on planning in three areas: "magazines," "locations," and "influencers."

The reward of being involved in the company's future

—What kind of work does the Data Business Promotion Department of the Planning Promotion Bureau do?

“Creating the foundation for businesses with an eye on Video Research five years from now”—based on this mission of the Planning Promotion Bureau, the role of the Data Business Promotion Department is to think of plans to generate services in new business domains.

For example, we are looking at various things, such as developing new marketing business models that utilize digital media data, exploring businesses that consider methods for integrating television and digital, thinking of ways to apply cutting-edge technologies like digital clones to business, and selecting business partners.

—What do you find rewarding about working in the Data Business Promotion Department?

We need to think about services that don't exist in the world yet with a sense of speed, so there is pressure, but since digital technology continues to develop rapidly, there is no end to the seeds for our plans.

We faced some difficulties during the COVID-19 pandemic, such as in communication with business partners and project partners, but the reward and sense of accomplishment of being involved in work directly linked to the company's future is our greatest driving force. Even now, with the cooperation of other departments, we are slowly but surely preparing some interesting service plans.

A department like a zoo where diverse talent gathers

—Please tell us about the appeal of the Data Business Promotion Department.

Since it is a job that creates something unknown, an aggressive stance and curiosity are required.In addition, just being interested isn't enough; you have to think seriously about whether it will actually work as a business when creating a plan. At such times, the Data Business Promotion Department, which has many mid-career hires and people with knowledge in all kinds of fields, is an organization where each individual's personality can be expressed. There are so many different kinds of people that it's recently become like a zoo (laughs), but it's a quite interesting department.

—What are your future prospects?

When looking toward the future, I think it will become very important how Video Research contributes to the industry in the digital space. Because our company has the advantage of television, the challenge is how to get into the 'TV x Digital' space, and when new initiatives begin, we must become an entity that people say,
'We can't do this without Video Research'. In that sense, I would like to connect the initiatives in this department to corporate branding as 'things only Video Research can do.'