How the Pie Was D Japanese and Sout of the 2002 FIFA SONE Toshiro Almost two years Japan and the Rep host the tourname rounded the event Olympic hosts, an Since its conclus from various angl event presented a strengthen their temporarily, to a al stagnation. In society after the accommodate thous standard of publi ferentiated from Seoul Olympic Gam ty, and the Seoul formation away fr the 2002 World Cu which the power o glorious bright s ed all expectatio Broadcasting of t in both countries the top 50 progra programs were amo Kohaku uta gassen which went to air yuigon [From the TV]; and the vari other sports prog 30.(See Reference In South Korea,te Team played was h day South Korea a out,the World Cup terms of average accounted for mos percent of news t percent on Munhwa Seoul Broadcastin had come to a sta World Cup were th 137.7 billion won Japanese and Sout darker side which event's phenomena approach unpreced Korea's nationwid nel EBS carried s matches.That is,t except EBS.Only t channel;the pictu signals.A similar Japan.All 101 of tions broadcast f the final―with t mercials for each age was the same. national fervor i This report revie age in Japan and how the limited b divided. NICHE SEGREGATION Now let us look a tries,as well as the same matches. Japan: Niche Segr The most prominen was the first-eve with long-establi sporting event. T summarized as fol giant sports mark A. G. (ISL), Dent the matches of th rights to all 64 satellite (CS) br Dentsu then resol Japan Consortium commercial broadc non-Olympic event carried the condi television and tw In this way, Dent Cup broadcasting number of matches which virtually a met its commercia viewers might not (free-of-charge) This approach rep of roles or niche of niche segregat satellite broadca on the other, and which divided a l an agreed-upon or In the former typ as a result of th an estimated 13.5 scribers (its sub the other, the te holds, was able t 1 For a more deta Market: How Long niche segregation rights fees, but situation. Althou free-to-air broad reports by South the time of the f broadcasters had of their mutual d The second type o ers, is a distinc Olympic broadcast Japanese and Sout ing the method in the matches were Forty matches―24 final competition and the five Toky Network Corporati Television Networ Broadcasting Co., Television Tokyo each broadcaster paid for the righ 24 of the 40 matc among the five co TBS, three each t Implications of H Figure 1 shows th group. The data w Broadcasters in J household viewer tures). In the or broadcast by NHK figures for each accordingly. (See The differences b inal list, NHK to final (second hal Germany-Brazil fi match (second hal between Germany a revised ranking, original list (th NHK), the Germany place, bumping th For 20 of the 24 first-half and se addition to the c for each split ma the list as well. inated with seven ror-image reversa spots. Strictly speaking evaluating the qu the broadcasts by would concentrate result is determi was aimed at meet program-based rat formance is direc the press as well down in Japan's b there is no denyi has left doubts i Given that the ov the same (29.8 pe use the revised r As seen in these 2002 World Cup is match (CX) with 6 second and third Germany-South Kor 2 In its evening tion on this issu Figures." Figure 1.Viewer Ratings Ranking Date Day of the 1 6/9 Sunday Japan vs.Ru 2 6/30 Sunday Germany vs 3 6/25 Tuesday Germany v 4 6/4 Tuesday Japan vs.B 5 6/18 Tuesday Japan vs. 6 6/14 Friday Tunisia vs 7 6/26 Wednesday Brazil 8 6/7 Friday Argentina v 9 6/18 Tuesday South Kor 10 5/31 Friday France vs 10 6/29 Saturday South K 12 6/17 Monday Brazil vs 13 6/14 Friday Portugal 14 6/15 Saturday Denmark 15 6/11 Tuesday Germany 16 6/16 Sunday Spain vs. 17 6/6 Thursday France v 18 6/21 Friday Germany v 19 6/22 Saturday Spainvs 20 6/22 Saturday Senegal 21 6/13 Thursday Italy vs. Mexico 1-1 22 6/8 Saturday Brazil vs. China 4-0 23 6/2 Sunday England vs. Sweden 1-1 24 6/3 Monday Italy vs. Ecuador 2-0 N 25 6/5 Wednesday Germany vs. Ireland 26 6/21 Friday England vs. Brazil 1-2 27 6/1 Saturday Germany vs. Saudi Ara 28 6/4 Tuesday South Korea vs. Poland 29 6/12 Wednesday Spain vs. South Afr 30 6/16 Sunday Sweden vs. Senegal 1-2 31 6/10 Monday Portugal vs. Poland 1- 32 6/15 Saturday Germany vs. Paraguay 33 6/2 Sunday Spain vs. Slovenia 3-1 34 6/1 Saturday Ireland vs. Cameroon 35 6/2 Sunday Argentina vs. Nigeria 1 36 6/8 Saturday Italy vs. Croatia 1-2 37 6/10 Monday Tunisia vs. Belgium 1- 38 6/9 Sunday Mexico vs. Ecuador 2-1 39 6/17 Monday Mexico vs. U.S.A. 0-2 40 6/12 Wednesday Nigeria vs. England Source: Report of Commercial Televisi Commercial Broadcasters in Japan, 200 which Japan did c sixth―against Be tively―started a begun during Japa ably they would h perhaps not the G fact that matches did is a phenomen the world. Japanese viewers between non-Japan held since 1981, American club tea endured a "long w team failing to m 1998. We can surm lowing for top fo level of interest in matches in whi 1990s, the Toyota matches between t tently fill Tokyo ratings also sugg "brand-name" team What about Japane Korea's team? As ranked higher tha matches involving ing its finals-ro decider against T Portugal (32.6 pe eign teams no lon most viewers, the aroused keen inte That the Spain-So low 28.7 percent 3:30 P.M. kickoff Poland (22.2 perc despite being air sumably due to it Japanese viewers people are able t low rating for th that, at that ear Korea's dream run The South Korea m and South Korea w The fact that the all draw, was sha the match between noon time slot, a the same round-ro South Korea-U.S.A selected by the J criticisms levele tain South Korea misconceptions th account of the re "Distribution of Only two of the 4 ratings: the roun and the first-rou petitive Group F ranked 30 through many viewers in J football-savvy fa given its 3:30-P. probably be regar Apart from certai clamor of TV pers cal Japanese fans age; the shrill e commentators―thi expectations. Eve restrial TV broad sion of niche seg matches, resulted South Korea: Simu Compiled by Dr. H Institute (KBI), the three Korea P reruns. Among the broadcasting, was mercial-free chan 48, respectively, broadcasts were t All three broadca Figure 2.Number o Match Date Group France vs. Senega Uruguay vs. Denma Ireland vs. Camer Germany vs. Saudi Paraguay vs. Sout England vs. Swede Argentina vs. Nig Spain vs. Sloveni Brazil vs. Turkey Croatia vs. Mexic Italy vs. Ecuador China vs. Costa R Japan vs. Belgium South Korea vs. P U.S.A. vs. Portug Russia vs. Tunisi Germany vs. Irela Cameroon vs. Saud Denmark vs. Seneg France vs. Urugua Spain vs. Paragua Sweden vs. Nigeri Argentina vs. Eng Italy vs. Croatia Brazil vs. China Slovenia vs. Sout Costa Rica vs. Tu Match Date Group KBS1 KBS2 MBC SBS Tot Ecuador vs. Mexico 6/9 G 1 1 1- 3 Japan vs. Russia 6/9 H 1 2 2 3 8 South Korea vs. U.S.A. 6/10 D 1 2 2 3 Portugal vs. Poland 6/10 D 1 2 1 1 5 Belgium vs. Tunisia 6/10 H 1 - 1 - 2 Uruguay vs. Senegal 6/11 A 1 1 1 - 3 France vs. Denmark 6/11 A 1 2 1 3 7 Ireland vs. Saudi Arabia 6/11 E 1 - 1 Germany vs. Cameroon 6/11 E - 1 1 1 3 Spain vs. South Africa 6/12 B - 2 1 - Slovenia vs. Paraguay 6/12 B 1 - 1 - 2 Argentina vs. Sweden 6/12 F 1 1 1 3 6 Nigeria vs. England 6/12 F 1 1 1 - 3 Brazil vs. Costa Rica 6/13 C - 1 1 2 4 Turkey vs. China 6/13 C 1 1 1 - 3 Croatia vs. Ecuador 6/13 G 1 - 1 - 2 Italy vs. Mexico 6/13 G - 2 1 1 4 Poland vs. U.S.A. 6/14 D 1 - 1 - 2 South Korea vs. Portugal 6/14 D 1 1 2 Belgium vs. Russia 6/14 H 1 - 1 - 2 Japan vs. Tunisia 6/14 H 1 1 1 1 4 Germany vs. Paraguay 6/15 Round of six Denmark vs. England 6/15 Round of sixt Sweden vs. Senegal 6/16 Round of sixte Spain vs. Ireland 6/16 Round of sixtee Mexico vs. U.S.A. 6/17 Round of sixtee Brazil vs. Belgium 6/17 Round of sixte Japan vs. Turkey 6/18 Round of sixteen South Korea vs. Italy 6/18 Round of s Brazil vs. England 6/21 Quarterfinal 2 Germany vs.