Fujio Tamura has spent years trying to keep Japanese community radio alive in Japan and Canada. He’s tried unsuccessfully to unite community FM stations in Japan, hosted a popular daily Japanese program in Vancouver, Canada, on AM 1320, and this March, he started an Internet radio station in Vancouver called CZoom.
Now, thanks to a single e-mail he sent to Livedoor Co. this spring, Fujio Tamura is at the front of the nascent podcast movement in Japan, and his audience is changing from local to global.
“I’m thinking of doing programs on how Japanese expats see Japan,” he said in a telephone interview with JMR. “A lot of people in Japan will look at the Yasukuni Shrine issue and think, ‘What’s wrong with the prime minister paying a visit? Why does China get so upset?’ A lot of Japanese just don’t understand how the rest of the world thinks. We can investigate, look at Japan from the outside and tell the stories that don’t get told by big media companies. I want to let the truth leak out.”
These are heady words for a radio pioneer who was scanning the local Vancouver scene for stories just months ago. But his new focus seems justified considering that CZoom is one of six podcasts being promoted heavily through Livedoor’s Web site. CZoom’s audience has been “rising rapidly” since Livedoor listed it in its recommended podcasts section, Tamura said, and the new listeners are coming from Japan as well as other parts of the world.
“We can’t just put the same shows for the local community on Net radio,” Tamura said. “Podcasting changes the focus. We need to make programs that are different from our previous local programs and that both locals and listeners overseas will find interesting.”
Podcasting remains a little known entity in Japan, but Livedoor’s backing of the format has helped create a buzz with the Net-savvy crowd. One sign of how quickly Livedoor jumped on the bandwagon is the headline blaring across the top of the Web site announcing the arrival of “Livedoor Internet Ladio.” Apparently, there hasn’t been time for proofreading.
Tamura’s experience with Livedoor is emblematic of the frenetic pace at which the company moves. Tamura said he sent an e-mail to Livedoor to promote his Net radio station. “I got an answer right away,” he recalled. Livedoor asked him if he could provide podcasts, he said he could, and less than two months after launching CZoom, Tamura had positioned his Net radio station prominently on Livedoor’s homepage.
Livedoor features its own podcasts, business news from Nikkei Radio and other music and entertainment channels. But on the Japanese Web, there are few places offering news via podcasts. “There is little recognition of podcasts in Japan,” Tamura said. “And there isn’t enough content.”
Some analysts doubt whether podcasts will catch on in Japan like they have in the U.S. “I think that most of the success will come from the music scene, but personally I doubt (that there will be much),” said Sven Kilian-Nakamura, the Japan “scout” for Germany-based market research firm CScout. “If you think about the popularity of P2P file-sharing systems … Japan is far from being avant-garde and only the real techies use them … I think podcasting is similar. As the Japanese Net is completely separated from the (Internet worlds) of the U.S. or Europe, things that are popular in the U.S. do not really find their way to Japan, or if they do, it’s under a different name and maybe under a big company like Yahoo.”
While podcasting is still in its early stages in Japan, there are some sites beyond Livedoor that are trying to build their offerings and attract more listeners. Kilian-Nakamura recommended Dedio, which features a wide offering of mostly entertainment-oriented podcasts. Tokyo Calling is an occasional English broadcast in Japan that claims to be Japan’s first podcast. For Japanese wanting to learn how to podcast, Seesaa.net is a popular site. Podcast Now offers an overview of the podcast scene in Japanese, but the many references to podcasts coming from the U.S. and other countries is another indication that the format has yet to find its place in Japan.
Japanese expats, especially young expats, are still a largely overlooked market when it comes to Japanese Net radio. While Tamura builds CZoom in Japan and Livedoor broadcasts Nikkei Radio news stories, there are few other choices outside of the news updates of Japan Broadcasting Corp., or , the nation’s public broadcasting giant. NHK regularly broadcasts news updates that some expats listen to for a taste of home.
Yasuko and Bob Garlick of Vancouver listen to the NHK broadcasts regularly. For Yasuko, a mother of two and a housewife, it’s a way to catch up on her homeland. “She has the computer in the kitchen and has the news reports automatically downloaded so she can listen to them at any time,” according to her husband, Bob. “It’s a valuable resource.”
But Japanese 20-something expats tend to have a different take on NHK.
“Internet radio isn’t promoted much in Japan,” said Yasuhiro Muraki, formerly an employee at an Osaka radio station and now assistant editor for Japanese lifestyle magazine Youmaga in Seattle. Young Japanese expats “don’t really feel the need to listen to Net radio either. NHK’s broadcasts are for older people. And (Japanese living overseas) tend to be leaning the other way, trying to learn more about the culture we’re living in, anyway.”
Yet perhaps the biggest reason for the lack of hard news podcasts is the general status of Internet radio in Japan. Even NHK doesn’t have a 24-hour news stream like its counterparts the BBC and National Public Radio. Local broadcasters in Japan have so far successfully opposed plans by NHK to create such a stream, saying that it would take away their audience at a time when many of the local stations are struggling to get by.
Large radio stations in Tokyo and Osaka have also hesitated to promote Net radio because of concerns raised by smaller stations. This has led to fewer online broadcasts and less content to build podcasts from. Net radio remains underdeveloped in Japan.
This puts Tamura in an interesting position broadcasting from North America where podcasts are catching on at lightning speed. He plans to use the Internet telephone software Skype to expand the range of his interviews without expanding his very small budget too much. “It’s very tough right now,” he said. “There used to be three or four Japanese radio stations in Canada. Now there’s only one.”
Tamura has tried in the past to get local FM stations in Japan to work together. He has also worked on early versions of Net radio, participating with a dozen other companies and Microsoft Corp. to showcase the format’s possibilities with the release of Explorer 5.1 four years ago. But in both cases, the timing was off. “It was too early,” he said. As for his attempts to form a community of FM stations, “They are either in too dangerous of a financial position to try new things or they are comfortable and they find community building to be too much work.”
Still, Tamura sees a window of opportunity with the advent of podcasting and the launch of CZoom. “In the Net world, you have to move fast to capitalize on an opportunity,” he said. “The biggest problem is there isn’t enough content. Someone has to show the attractiveness of podcasting to listeners.”
For now, those examples tend to be popping up in the U.S. and Canada, not Japan. Will podcasting be to Japan what i-mode is to the U.S. — a non-starter? Or will Japanese expats like Tamura add an interesting wrinkle to the podcast’s development? Tamura said that podcasts could help bring together an increasingly fragmented expat community. “The expat Japanese community is weakening,” he said. “I’d like to invigorate it again.”
Tamura also pointed out that the fate of podcasting could change if just one big financial backer stepped forward. “We could use some money from Livedoor,” he suggested.