News Releases


15 December, 2008


Yahoo Japan Corporation, Chubu-Nippon Broadcasting Co., Ltd., and Hakuhodo DY Media Partners Inc. have teamed up to develop online advertising products featuring linked content. Yahoo! Japan is headquartered in Minato-ku, Tokyo and headed by Masahiro Inoue; CBC has its head office in Nagoya City, Aichi Prefecture, and is led by Yoichi Oishi; Hakuhodo DY Media Partners is headquartered in Minato-ku, Tokyo and is headed by Takashi Sato.

The new product is linked to content from the CBC program Sekido Daikiko (The Equator), set to air on January 24, 2009 through the 28-affiliate national TBS network. Yahoo! TV will create a new site dedicated to Sekido Daikiko, which will feature banner ads and space for video advertising. The official CBS site will also include space for banner ads, which will run ad network products distributed by Yahoo! Japan’s advertising server.

Working with the program provider to develop an advertising sales package based on programming content has allowed the team to create a form of cross-media promotional communication that spans both television and the internet.

Yahoo! Japan, CBC, and Hakuhodo DY Media Partners hope to continue developing integrated content such as this to enhance content appeal while providing advertising plans that offer value to both sei-katsu-sha and advertisers alike. The team hopes to boost viewership by developing new ways for audiences to enjoy television programming,


Advertising product overview


Effective December 15, 2008-February 1, 2009
Website :
Overview of new site


The new promotional site for the program will include content that allows viewers to enjoy the show in different ways, including an overview of the program, on-location reports from program producers, program trailers, photo collections, donations to program-related charities, Africa quizzes, and requests for comments on problems facing the region.


About Sekido Daikiko
Sekido Daikiko is a travel documentary starring actor Masahiko Nishimura, who travels along the equator through the African continent where human civilization was born. Nishimura travels through Kenya, Ethiopia, and Uganda. In Kenya he witnesses a gorgeous sunset sink into the Indian Ocean, encounters a variety of wild animals on the savanna, and is surprised by a flock of flamingoes that nearly envelop him in a wall of pink. In Ethiopia, he encounters the country’s unique culture and historical heritage that dates back 3000 years. He visits a sacred stone temple of carved monoliths designated as a World Heritage Site, is treated an authentic Ethiopian coffee ceremony, and enjoys the unique foods of the region. In Uganda, Nishimura seeks out the source of the vast Nile River, travels to Africa’s largest lake, and learns the tragic story of how humans have treated the earth.

His travels reach a climax when he encounters Africa’s wild country. He meets the apes that live deep in the forest. What will Nishimura see and experience as he follows the invisible line of the equator through Africa, the birthplace of us all?


Sekido Daikiko airs on Saturday, January 24, 2009 from 2:00 p.m to 3:24 p.m. Produced by CBC and available on the 28-affiliate TBS national network.


For more information, contact:
Yahoo Japan Corporation
Public Relations
c/o Kobayashi TEL: +81-3-6440-6104
Chubu-Nippon Broadcasting Co., Ltd.
Public Relations Dept., General Affairs Bureau
c/o Yokochi TEL: +81-52-641-8111


Hakuhodo DY Media Partners
Public Relations Department
c/o Kato TEL: +81-3-6441-9347

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