10/28/2009

Morimoto’s
Tempting
Translations
FUJISANKEI
COMMUNICATIONS
INTERNATIONAL, Inc.

KCTS 9 Carriage
and Distribution Services

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 Morimoto’s Tempting Translations

• A new 13 part travel and food series featuring “Iron

Chef” Masaharu Morimoto coming to Public Television.

• Produced by Fujisankei Communications

International Inc.

• Distributed nationally by KCTS 9 Seattle.

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 Morimoto’s Tempting Translations
• Chef Morimoto developed his
distinct style of combining
traditional Japanese flavors
with modern American tastes
on “Iron Chef”, the cooking
show with over 7.1 million
viewers per week.

• Our new TV series,

“Tempting Translations”,
allows the American public to
satisfy their craving for Chef
Morimoto’s dishes, but this
time with a new twist.
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Morimoto’s Tempting Translations
• The series will chronicle Chef Morimoto’s
journey back to Japan where he will
introduce viewers to Japan’s abundant and
varied food and the unique ingredients of
various regions. Each visit will focus on a
specific region of Japan, centering attention
on the traditional cuisine of the region along
with local lifestyles and customs.
• Every episode features an American guest
who shares their valuable knowledge and
perspective on Japanese culture and cuisine.
Chef Morimoto prepares a Morimoto style
dish that can be easily recreated by viewers
at home.

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Morimoto’s Tempting Translations

Videotaped in Japan and the United States,

each episode is divided into three segments:

• The first segment opens with Chef Morimoto in Japan, in the

company of an expat American exploring the region and the
cuisine and focusing on the dish that Chef Morimoto will
recreate in the United States.
• Segment two will be filmed on location in the United States,
likely in New York, where Chef Morimoto shops for ingredients
and substitutes local ingredients where necessary
• The final segment is in “our” kitchen where Chef Morimoto
guides us in preparing the recipe.

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 Morimoto’s Tempting Translations
The Pilot Episode

• The pilot episode will kick off in Chef Morimoto’s hometown of

Hiroshima.
• Chef Morimoto will be joined by an American that resides in
Hiroshima and actively contributes to the Hiroshima
community.
• We’ll visit a family that cultivates Hiroshima's favorite food,
Oysters.
• Back in New York we’ll shop for oysters, and Chef Morimoto will
show us how he selects the best and freshest ingredients.
• In our kitchen the chef will prepare a Morimoto style meal
featuring oysters.
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 KCTS Television,
providing high quality programs that
inform, involve and inspire
• For over 54 years, KCTS 9 has been the Northwest’s premier
public television station bringing food, travel and lifestyle
programs to a national PBS audience. KCTS 9 examines issues
in a thoughtful and engaging way; exploring and celebrating arts
and culture; providing high quality entertainment; and
facilitating lifelong learning for children, families and adults.

• KCTS 9 is the recipient of more than 225 distinguished broadcast

awards with hundreds of programs to credit. And as one of
public television’s leading national program producers, KCTS 9 is
the exclusive representative to many of prestigious television
personalities that viewers love.
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 Unique advantages of public television
UNDERWRITING
• Public television is well-known for attracting highly-educated, affluent viewers.
• An uncluttered, positive context to deliver your key messages that builds trust and value with
your target audience.
• Communicate directly with your target audience and associate yourself with the quality
programming that public television is known for.
• Television enables you to extend your reach beyond what is possible in radio and print. Public
television enables sponsors to take advantage of the strength of this medium without the
hassle or cost of a full-scale commercial TV campaign.
• Television is a pro-active medium, reaching out to people when they are relaxed and focusing
their attention on the TV. Public television offers exceptionally high viewer attention levels.

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 PBS is #1 in public trust.
• The 2008 RoperASW Public Opinion Poll on PBS revealed exciting
news for sponsors of public television programs.
– Public trust in PBS is extremely strong.
– The Roper Public Opinion Poll on PBS is a survey of 1,001 adults 25-75 which
assesses PBS’ value as a national institution.
– This is the fifth year the survey has been conducted. The results for PBS were nearly
identical with the past two studies, proving that the survey provides an accurate and
stable measure of the public’s high opinion of PBS.

• PBS remains the network with the most trusted news and public
affairs programs.
– 41% trust its programs a great deal. CNN came in second with 30%.
– 40% of Americans rated the news coverage, investigations and discussions of major
issues on PBS programs as “mostly fair”.
– Outranking every other network in this category. CBS and CNN tied for second at
32%.

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• PBS remains #1 in public trust.
– 48% trust PBS a great deal. Second in trust are courts of law, which are trusted a
“great deal” by 25%.

• For the fifth year in a row, PBS ranks second in value among 20
federally funded services & institutions.
– 19% stating it’s an excellent value for their tax dollars. Military defense remains #1 in
this category, with 22% calling it an “excellent value”.

• Americans stated they are more satisfied with programs on PBS

compared to cable & commercial broadcast.
– 35% stated they were “very satisfied” with PBS programs. Cable programming received
this rating from 20% of the respondents and commercial broadcasting 14%.

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 Public Television viewers are…
• Well-educated
– 28% over market average for have an advanced degree.

• Curious
– 43.8% purchased 12+ books this past year.
– 8.6% of ages 35+ plan to take college courses next year.

• Informed
– They read the Sunday newspaper and upscale lifestyle magazines and listen to
public radio. When not watching KCTS 9, they watch research, history and science
programming on select cable stations.

• Involved
– They are opinion leaders, business owners and officers. 76.1% voted this past
year, 20% above market average.

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As an example of the Public Television Market,
KCTS 9 Seattle viewers are…
• Inspired
– 31% above market average for take two or more foreign air trips
– 27% above market average attend the opera, symphony and theatre.

• Affluent
– 28% have liquid assets exceeding $100,000 and 13.5% who have voted have liquid assets
exceeding $250,000 That’s 20% over market average.

• Own $500,000+ homes

– Above market average for owning homes valued above $500,000 and above $1,000,000.

• Source: Media Audit 2008

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Distinct quality programming with value to
our community and only four minutes of
breaks per hour.

• Un-interrupted
programming

• An uncluttered message
environment

• Viewers don’t tune out

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Your audience is watching public television.
As the most trusted source for media in the country, public television is
the ideal venue for this program. Generations of educated, affluent and
diverse viewers turn to public television for the highest quality
programming choices, and reward sponsors of these programs with long
term loyalty and brand recognition.

The public television audience:

– Upscale and broad based (ages 25 to 75) demographic
– Affluent (17% report incomes over $100,000 per year)
– Educated (60% have college degrees, and 36% have post graduate
degrees)
– Influential (Three times more likely to be a member of a civic club and
65% more likely to be a member of a business club)

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 The Public Television audience travels.

From the Bureau of Labor Statistics:

– In the 5 county metro Puget Sound area, we reach 270,600 individual
viewers and buyers out of 591,000 ticket buyers.
– They spent $2,078,685,952 on airline fares

From The Media Audit

In 2008 in the five county metro Puget Sound area:
– 48.6% of the KCTS audience flew domestic 3+ times in the last year.
– 47.3% of the KCTS audience flew domestic 6+ times in the last year.
– 48.9% of the KCTS audience flew internationally 2+ times in the last year.

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Our audience will feel good about your company.

• 75% of viewers feel companies that fund public television have a

commitment to quality and excellence.
• 71% of the audience is able to recall sponsoring companies.
• 62% of public television viewers believe sponsors are industry
leaders.

According to a recent Roper Poll, television viewers are far more likely to
describe public television more favorably than cable or network television.

Public TV Cable Network TV

Educational 83% 44% 24%
Informative 68% 34% 27%
Stimulating 44% 23% 14%
Important 38% 20% 23%
Imaginative 36% 16% 9%

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 Public television is a
proven ratings contender

• Over 98 million households (99% of US homes)

have access to public television.

• On average, nearly 93 million people (more than

40% of the population) watch public television each
week.

• More viewers than any comparable cable network

programming.

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 The difference between
ADVERTISING & UNDERWRITING

• Advertising is a specific time related media buy.

• Underwriting is an embedded message that stays with the program

throughout the life of the program on public television and on other
media platforms.

• Underwriting messages can be included on the Web site and in print

and may include 800 numbers and URLs.

• Category exclusivity: competing brands or companies will not be

solicited to underwrite the program.

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 Underwriting is a better use of
advertising and marketing money.

• Underwriting messages are embedded with the program, for the

life of the program on public television (usually four years).

• Impressions continue to grow with each airing without any

additional cost to the underwriter.

• Compared to other media, public television is the most cost-

effective way to spend your marketing dollar.

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 Sponsor Success Story
Client: Bolla Wines of Italy
Series: Nick Stellino’s Family Kitchen 1 & 2

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 A partnership with Morimoto’s Tempting
Translations is an outstanding investment.

• Underwriting slots are limited on public television.

This results in:
– a less cluttered message environment
– a message integrated into the program
– category exclusivity for the life of the program on public
television
– better brand identification
– a message relevant to the viewer

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 What you receive on & beyond television
within your sponsorship fee

• On air: Two spots, one at the beginning and one at the end of every
airing of each episode. At the senior sponsor level you can mention
up to five different products and show up to three products in your
message. The message may include your Web site and 800 number.

• Online: Buttons on the sponsor page with links to your Web site. A
link to the program Web site featuring sponsor messages.

• In print: Logos on promotional materials and sponsorship

identifications on all print materials for press, station promotion and
key market audience promotion.

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 Other KCTS Cooking Programs

• Nick Stellino Series

• Chefs A ‘Field

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 Nick Stellino Series
• KCTS9 has been involved with Italian chef Nick Stellino for ten
years and two series.

• Nick Stellino’s episodes have been broadcast over 46,000 times

covering 91% of US markets. His series have been seen in 48
states and have aired in all of the top 25 markets.

• In addition Nick Stellino’s Family Kitchen is seen in the United

States in Spanish, in Central and South America in Spanish and
Portuguese, in the Caribbean Basin and in South Africa.

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 Chefs A ‘Field
• Chefs A ‘Field has been distributed for four seasons.
• Shot on location in the United States and its coastal waters, the series
has featured some of this country’s top chefs:
– Jacques Pepin
– Patrick O’Connell (Inn at Little Washington – Washington, VA)
– Richard Sandoval (Modern Mexican – worldwide)
– Rick Moonen (RM – Las Vegas)
– Alan Wong (Alan Wong’s – Honolulu, Tokyo)
• The program has won two James Beard awards.
• Chefs A ‘Field episodes have been broadcast over 101,000 times
covering 94% of US markets. The series has been seen in all 50 states
and has aired in 24 of the top 25 markets.
• Chefs A’ Field is also seen in Spain, Greece, Russia, New Zealand and
in the CIS countries.

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 Marketing, branding & sponsorship
opportunities

Sponsorships are available at levels ranging from

$1,400,000(sole and exclusive sponsorship)
to $100,000 (billboard)

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 The six levels of
underwriting and sponsorship
• At the $1,400,000 level:
– Sole and exclusive sponsorship of program
– 30 seconds before and 30 seconds directly after the program
– prominent mention on program web site
– 10 DVD sets of program

• At the $700,000 level:

– 30 seconds before and 30 seconds directly after the program
– Full video and audio
– Display up to three and mention up to five brands or products
– Display your 1-800 number and/or your web site
– A link on the program web site to the sponsor web site
– 5 DVD sets of program

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 The six levels of
underwriting and sponsorship
• At the $350,000 level:
– 15 seconds before and 15 seconds directly after the program
– Full video and audio
– Display up to three and mention up to five brands or products
– Display your 1-800 number and/or your website
– A link on the program web site to the sponsor website

• At the $175,000 level:

(Note: no more than two sponsors at this level)
– 8 seconds before and 8 seconds after the program
– Sponsor produced message
– Full audio and video
– A link on the program web site to the sponsor website

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 The six levels of
underwriting and sponsorship

• At the $100,000 level

(Note: no more than three sponsors at this level)
– 4 second static billboard with a picture of your product before and
after the program
– Audio mention of the product

• At the $50,000 level

(Note: unlimited number of sponsors)
– Mention in the rolling credits under “Additional production support is
provided by” category

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 Fujisankei
Communications
International, Inc.

• Established in 1986, Fujisankei Communications International,

Inc. (FCI) is the overseas branch of Fuji Media Holdings.
– Seven offices in the U.S., Europe, and the Middle East
• Delivers news and entertainment content to Japan through the Fuji
Television Network and the Sankei Shimbun newspaper.
• FCI also produces hit television programming for US audiences.
– “MANswers” for Spike, “CHA$E” for Sci Fi, and “Viking: The Ultimate
Obstacle Course Challenge” for ESPN.

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• FCI is also a major events promoter
– Hosting US productions of prestigious Japanese cultural events including the
Premium Imperiale, Kabuki at Lincoln Center, and Grand Sumo.
• FCI broadcasts Japanese language TV programming throughout
the United States and Europe via local television stations, cable
outlets, and satellite services.
• FCI also acquires and programs cutting-edge Japanese anime
content for “Ataku”, a wireless video channel available via
mobile platform MobiTV.
• FCI’s new mission is to create programming that will appeal to
the American audience.

http://fci-ny.com/

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 Producer: Katsuaki Suzuki
• 1985 – 1994
– News Director for Fujisankei Communications International, Inc. (established as
an overseas branch of Fuji Media Holdings in 1986).
– Traveled throughout the Americas, where he produced news stories on topics
including international drug trafficking in remote areas of South America and
local societal problems in Colombia.
– Produce numerous other news and documentary projects.
• 1994 – 2004
– As producer of “FCI Morning Eye”, a show focused on news from Japan, he was
responsible for news content and production management.
– Collaborated on projects with business and political leaders (including the Prime
Minister).
– Conducted interviews with Japanese celebrities who visited America
– Contributed to improved news programming quality and expansion of
broadcasting to over 200 cities throughout the US.
– Produced “New York Style”, which covered the latest fashion trends in America
and aired weekly on Fuji TV in Japan.
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• 2004 – present
– Served as a judge for the documentary sector of the “New York Festival 2004”
• One of the most well-known and widely respected competitions in the TV
industry.
– As a Research Consultant to the Manhattan Medical college, he directed the
making of medical videos as he gave instructions on how to best capture the
images.
• Throughout his career, he has worked on projects that foster
mutual appreciation of Japanese and American cultural values. To
this end, he wants Chef Morimoto to introduce America to a
greater understanding of Japanese dining culture.

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 For more information

Mari Homma | Fujisankei Communications International

Inc.
212 702-0464 TEL | jb.assistant@fci-ny.com

Jay Parikh | Executive Director, Program Development

& Distribution
206.443.4292 TEL | jparikh@KCTS9.org

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