In cooperation with Japans biggest advertising company Dentsu, Nintendo just released a new revolutionary TV service for their game console Wii.

Background

The wide spread of internet and mobile phone culture led to a big lifestyle change in Japan. Traditionally the family life was centered in the ‘お茶の間’ (Ocha-no-Ma), the Japanese-style living room (see picture above). In the second half of the 20th century the TV was placed in the ‘Ocha-no-Ma’ and the family gathered in front of the screen or had TV dinners on weekends. With the beginning of the 20th century Japan entered an area of singularisation and individualization. Despite the lack of space in Japanese houses, it got common that most family members have their own room – a place to be alone. From that time on watching TV was no longer a central part of family life; family members watched their own TV shows on their own TVs or mobile phones. The family TV sessions in the ‘Ocha-no-Ma’ belonged to the past.

TV 3.0 – Nintento’s ‘Wii-no-Ma’ and new ways of advertising - PSFK