Japanese TV Shopping Programs to Tout Government Bonds

10 March 2004

TV shopping channels, long a successful store window for domestic must-haves such as tile spray and oven cleaners, is to huckster housewives with Japanese government bonds as of today, Wednesday.

Nikko Cordial Securities will offer the bonds via TV shopping programs in Tokyo and four other prefectures. In all, five channels will carry the ads, targeting for the first time individual consumers rather than commercial buyers

Broadcast during daylight hours, the programs feature three TV celebrities explaining in non-jargon terms the structure and benefits of government bonds.

Says Junko Isoko, the NCS manager responsible for promoting sales of individual government bonds: "In order for housewives to become more familiar with government bonds, we have chosen direct sales programs."

Data sourced from: The Asahi Shimbun (Japan); additional content by WARC staff