Powerful Jimny Tugs Truck Stuck with Heavy Snow in Kanto / What Yamazaki Bread Company Got and What TV Stations Lost due to Historic Heavy Snow – Collapse of Old Concept of Values –

Powerful Jimny Tugs Truck Stuck with Heavy Snow in Kanto / 
What Yamazaki Bread Company Got and What TV Stations Lost due to Historic Heavy Snow – Collapse of Old Concept of Values –

I don’t think that a light motor vehicle Jimny can tug a truck with a loading capacity of 10 tons. Probably the Jimny is tugging the truck with normal tires which skids on the snow. The footage has a powerful impact on viewers. If a driver of the light motor vehicle and a person who shot a video are identified, both of them will be presented with money and a letter of appreciation by Suzuki.
The second article well describes an incident of historic heavy snow. Seeing how NHK and commercial TV stations reported this incident, I thought the current Japan has gone stark mad. On the other hand, there was something wonderful that has awakened people; this kind of video and the performance of Mao Asada, which is totally different from fierce competitions to win medals. Apparently, the old concept of values is being destroyed.

Masatoshi Takeshita
February 22, 2014

English translation of an excerpt from a Japanese article: Netafuru – February 17, 2014 –

[Video] Powerful Jimny Tugs Truck Stuck with Heavy Snow in Kanto

This is a truck with a loading capacity of 10 tons, isn’t it? At any rate, the video tells the awesome performance of Jimny, a light motor vehicle with an engine size of 660 cc.

We have often heard about good performance of Jimny on the Internet. This video makes us realize it is true.

English translation of an excerpt form a Japanese article: BILOBE* All About – February 21, 2014 –

What Yamazaki Bread Company Got and What TV Stations Lost due to Historic Heavy Snow

Have TV stations greatly reduced their significance of existence?

Heavy snow hit the Kanto area at the start of February.

On February 14, a historic heavy snow hit the Kanto area. Emergency news program on it had not been produced, though it was such a serious incident fatal to humans. What was even worse is that information on afflicted areas including Yamanashi Prefecture had not been reported soon in ordinary news. What made such situation is, as you know, connected with the Sochi Olympic Games

*Olympic Games Cant’ be Ignored

The Olympic Games is held every four years. It is a big market in which a total of tens of billions of yen of support money is financed by only dozens of supporting companies. Additionally, supporting sponsors in the Olympic Games not only support the Games but also engage in the entire advertising related to the Games, which include producing TV commercials, broadcasting games, and carrying on campaigns. Computing the total amount of money, it runs as high as tens of billions of yen.

The Olympic Games is a quadrennial big event for TV stations as well as for sponsors and advertising companies.

However, is it the event that has to be prioritized under a critical situation where heavy snow might control the life and death of people? The answer is definitely “NO.”

*TV Stations Lose Role of News Media

Information on heavy snow, which is not reported on TV, has been available mainly through social media. On Twitter, many people worrying about their safety let out their voice. People have become aware of the fact that now isn’t the time to enjoy watching the Olympic Games because there are areas so heavily affected by heavy snow.

One of what TV stations have lost is the position as news media. They have no information and transmit information so slowly. TV stations gave up the role as news media, which is desperately needed in such an emergency.

*TV Stations Lose Value as Publicity Agent

TV stations have lost not only the role as news media but the value as publicity agent. It was a company which splendidly responded to heavy snow that has increased its business valuation.

Let’s take a driver for example. A truck driver from the Yamazaki bread company, who was also stuck in heavy snow in Kofu, handed out bread from his truck to many helpless people around him and at a highway service station. The driver has been praised since information on his response was shared by around 19,000 twitters during 24 hours after his response. Subsequently, this case was introduced by the media such as the Yomiuri Shimbun, which learned about it on Twitter.

As engaged in PR field, I convert news into advertising cost. Usually, this kind of news is reported by major Internet media and newspapers and introduced as an information program by TV stations. In many cases, it amounts to some 500 million – 1 billion yen as advertising cost. However, since this case was not introduced as news so often by TV stations, it will amount to approximately 200 million yen in terms of advertising cost alone.

On top of that, the share price of Yamazaki, which stood at around 1,110 yen on February 14, rose to around 1,170 yen afterward, which is a rise of 13 billion yen in terms of money.

I’d like to introduce another case, that it, Suzuki Jimny.

A video of Suzuki Jimny tugging a stuck truck was uploaded on YouTube more than once. The footage showing a small car pulling a big truck has been replayed more than 1 million times in total. As a result, it produced a far more advertising effectiveness than ordinary advertisement or promotion.

TV has significantly reduced its value as news media over the past two weeks from February 8. Furthermore, it has significantly reduced its value as publicity agent.

As extensive damages due to heavy snowfall have been revealed, more people get to doubt if what is broadcast on TV is sufficient and credible.

It is not, of course, that TV ratings will suddenly decline. Undoubtedly, however, silent Japanese have gradually felt disappointed at TV stations.

(Hiroshi Arai)




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