Tetsuo Shiina

Programming Department, Japan Broadcasting Corporation (NHK), Tokyo, Japan

May 15-July 15, 2015. Working with Jay Hamilton, Communication Dept.

Can a broadcaster distribute its contents widely on the Internet? If not, will the broadcaster lose its reach as Internet services take its place? My research mainly focuses on the intellectual property rights protection and the digital marketing practice on the Internet. Based on my experience as a programming director, I believe that Internet services are essential for attracting a young audience and uniting the generations. This requires enhancing digital content distribution and developing new Internet services. My research seeks to find out an optimal strategy for achieving those goals.