NHK has also commandeered other programs on its channels to shill for “Sanada Maru.” Travel shows like “Tsurube no Kazoku ni Kanpai” (“Tsurube’s Salute to Families“) and “Buratamori” have been directed to cover locations associated with the epic and feature actors from the series as guests. History documentary and discussion programs provide background for the drama. Even news shows plug it whenever possible. According to the online edition of Cyzo magazine, NHK made Sakai available to all major media last fall to promote the show, but he proved to be uncooperative in interviews. Entertainment reporters could not care less about Sakai’s portrayal of Sanada. They wanted to know about his married life and new child, but he never talks about such things. Consequently, some of these media didn’t even run articles or TV spots. In addition, one show biz pundit told the magazine that Sakai’s acting style is so rarefied that often other actors don’t know how to work with him, and thus the ensemble “can’t develop a rhythm.”
So far, all these efforts seem to have paid off. Episode 1 earned a 19 percent share and episode 2 broke 20 percent, but it should be noted that “Shinsengumi!” started out with an impressive 26 percent and eventually tanked, ending up with a disappointing average rating of 17.4.
What no one discusses is why NHK, Japan’s public broadcaster, whose generous funding is provided by legally mandated subscriptions from all households, is obsessed with ratings. NHK would probably answer that it believes it has to satisfy the public, but if that’s true it’s going about it in a strangely results-oriented way. Its schemes to make “Sanada Maru” popular are the same ones used by commercial stations, whose end game is attracting and pleasing sponsors. NHK has the luxury of not having to please anyone, at least in theory. The way it goes about giving people what they supposedly want is like putting the cart before the horse. Wouldn’t it be more practical, not to mention more responsible, to just make the best series they can? Maybe what people really want is quality.