TBS Pours $150 Million Into Legendary to Launch Global J-Content

Tokyo Broadcasting System Group detailed a multi-year plan on Thursday to position Japanese content as a dominant global force. The presentation took place during a session at TIFFCOM, the content market associated with the Tokyo International Film Festival.

Watanabe Shinya, president of TBS Holdings' global business division, and Setoguchi Katsuaki, an executive officer and CEO of The Seven and The Seven U.S., led the discussion. They described efforts to accelerate international operations through existing and new alliances. These partners include Legendary Entertainment, South Korea's CJ ENM, and the Japanese streaming service U-Next. TBS recently formed a joint venture with CJ ENM and U-Next called Studio Monowa.

Setoguchi reflected on the industry shift that occurred roughly two decades ago. He noted a gap in production capabilities between Korean and Japanese studios. He admitted he did not predict the massive rise of Korean cultural influence. He stated that K-content is now part of daily life worldwide. His goal is to establish a new genre of J-content rather than simply seeking profit for TBS.

The strategy relies on a $150 million equity investment in Legendary Entertainment, completed earlier this year. Setoguchi described the deal as a match of needs. TBS seeks global hits, while Legendary explores Japanese IP such as manga and anime for live-action adaptations. TBS will act as a cultural translator for the American company. Studio Monowa will use CJ ENM's production standards to develop IP with worldwide appeal.

Game shows remain a core component of the rollout. Banijay Entertainment is partnering on local versions of Sasuke: Ninja Warrior. This format also serves as a model for a new skateboarding property called Kasso. Setoguchi said Kasso is designed as a street culture IP with planned rollouts in the United States and China. He aims for The Seven to create the next global obsession, starting with its collaboration on Alice in Borderland. The company also targets Africa as an untapped market.

Watanabe highlighted the reach of Sasuke: Ninja Warrior, which has aired for 30 years. The show has local adaptations in 25 countries. NBC's American Ninja Warrior is in its 18th season, with Seasons 19 and 20 already approved. The brand reaches 170 countries. Partners praised the format's value. James Townley of Banijay Entertainment cited the brand's clear unique selling point. Ella Brahmachari of ITV Studios noted the show's aspirational nature for amateur athletes. Thomas Goseberg of RTL Studios predicted a second golden age for the franchise.

The 30th anniversary of the show arrives in 2027. The format has inspired a new obstacle discipline in modern pentathlon for the 2028 Los Angeles Olympics. TBS is developing a 360-degree experience that includes indoor parks in the United Kingdom, Germany, and the United States. The group will also expand merchandise and licensing. TBS operates overseas bases in Los Angeles and New York and plans to add locations in Europe to strengthen sales.

Setoguchi acknowledged that while anime and manga are popular abroad, J-content is not yet accepted at the same level. The executives said TBS must create a market from scratch to grow this new category.