TBS Maps a Global Expansion Plan for Japanese Television

Tokyo Broadcasting System is building a wider international strategy around partnerships with Legendary Entertainment, South Korea’s CJ ENM and Japanese streaming company U-Next.

TBS executives detailed the plan at TIFFCOM, the content market held alongside the Tokyo International Film Festival. Their goal is ambitious: establish Japanese live-action programming as a recognizable global category, not simply export individual shows after they become domestic hits.

Legendary partnership targets Japanese stories

TBS invested $150 million in Legendary earlier this year and entered a non-exclusive partnership with the company behind the modern “Godzilla” and “Dune” franchises. The arrangement is designed to connect Legendary’s international production scale with TBS relationships across Japan’s publishing and creative sectors.

Under the plan, TBS will act as a cultural bridge when Japanese manga, novels and other intellectual property move toward large live-action adaptations. TBS staff are also beginning to work from Legendary’s Los Angeles offices, giving the partnership an operational presence rather than leaving it as a distant corporate agreement.

Studio Monowa looks across Asia

In Asia, TBS has formed Studio Monowa with CJ ENM and U-Next. The joint venture is expected to announce its first projects soon and combines Japanese development resources with the production systems and global distribution experience that helped Korean drama reach international audiences.

TBS executive Katsuaki Setoguchi argued that Japan’s industry had once underestimated how strongly Korea’s outward-looking approach would reshape television. He said the new strategy is intended to create a durable market for “J-content,” while preserving the character of the original work.

“Ninja Warrior” offers a working model

TBS already has proof that one Japanese format can travel. “Sasuke,” known internationally as “Ninja Warrior,” has local adaptations in 25 countries and reaches audiences in 170 territories. The American edition has been renewed through its 20th season, and the wider brand now includes parks, merchandise and licensing.

The company is applying that experience to scripted productions, unscripted formats and newer concepts such as the skateboarding competition “Kasso.” TBS also pointed to “Alice in Borderland,” produced by its studio The Seven, as evidence that Japanese live-action storytelling can connect with viewers far beyond its home market.