Measuring the Value of Japanese Public Broadcasting: An Application of Contingent Valuation Method Tsuji, M. 1, and S. Miyahara 2 1 Graduate School of Applied Informatics, University of Hyogo, Japan 2 Faculty of Economics, Aoyama Gakuin University, Japan Email:
[email protected] Keywords: CVM, WTP, logit model, NHK, publicvalues EXTENDED ABSTRACT such as “age,” “satisfaction with NHK’s program,” and residents of “cities with 100-300 thousand In accordance with the convergence of population” (1% level). “Manager, professional broadcasting and telecommunications, media are occupations,” “income,” and “cities with less than becoming increasingly diversified and public 100 thousand population” are significant at the 5% broadcasting all over the world face new level. “Cities with more than 300 thousand challenges. In cope with this, BBC in UK and RTE population” is at the 10% level. “Viewing hours,” in Ireland, for instance, analyse their values as a on the other hand, does not affect their WTP, but public broadcasting and whether current fees are “satisfaction with NHK’s program” does WTP. appropriate from the viewers’ perspective in order to determine future strategies as a public In accordance with consecutive improprieties, broadcasting. This paper analyses the value of NHK announced “Promise” in order to restore its Japanese public broadcasting NHK (Nippon Hoso confidence. We asked how much viewers are Kyokai) by conducting questionnaire surveys in satisfied with NHK’s efforts to fulfil the duties. April 2006, which interviewed among 3,600 men “Promises” consist of six main promises and nine and women aged 16 and over throughout Japan, subsidiary items, and we take reviewers’ selected by stratified two-stage random sampling, satisfaction with these promises as variables.