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Beyond TV Safety DON'T SHOOT THE MESSENGER


—by Scott Frazier

The anime industry is dying.
  At least in Japan. Economic problems in Japan have caused the sponsors of anime shows to reduce budgets and cancel funding for shows entirely. The quality of an "average" TV show today is significantly lower than it was even five years ago and far lower than it was fifteen years ago.
  Consider this: The number of drawings used per show is the benchmark for quality of animation in Japan. (This is not "frame count." It is sheet count. The number of frames is constant—30 (actually 29.97) frames per second for NTSC broadcast signal.) When I first moved to Japan, the average drawing count for a TV show was 6,000 sheets but it has now dropped to 4,000 sheets.
  Unscrupulous companies—particularly those who have been living on the low end of the quality scale for most of their existence—are doing shows with 2,500 or even 2,000 sheets. If the sponsors and clients do not keep a very careful watch, the low-quality studios will stick it to them by using the absolute minimum number of sheets.
  But sponsors losing money isn't the worst problem with this practice. There are production managers, animation directors and animators who, working in this type of environment, have never worked on a show of acceptable quality. So naturally, they do not know how one should be made; when a project comes in, they automatically go to the low-quality mode they know so well. I've met factory-minded production managers who have never worked on a show of acceptable quality and they think that the garbage they are producing is good and have deceived themselves into thinking that the viewers do not notice. This of course is not to say that all studios do this, but as budgets continue to shrink, quality will continue to be sacrificed.
  With the lack of funding and the diminishing quality of animation, workers in the animation industry are finding it a less fulfilling profession. When people feel that they are contributing to an artistic project—doing something that will make a difference or has some sort of artistic merit at least, then they are willing to deal with low pay and long hours. But if studios degenerate into animation factories, that willingness goes away and it becomes a menial job where you are paid less than at McDonalds or Yoshinoya and have fewer benefits. (At least at McDonalds you get free food! You can't eat cel paint.) If you're working on a show which you don't think anyone will even watch, much less enjoy, then it is hard to work up any sort of enthusiasm to push yourself artistically.
  And without artistry anime is meaningless. Animators and directors with twenty years of experience are leaving the industry and moving on to jobs in other fields. I met one fifteen year veteran animator who went to work at an electronics store and doubled his income in just the first month.
  The quality of a show and the content of a show are not necessarily linked, although the better artists tend to go where they can get better pay and more influence over what they make. A retro show or a remake does not necessarily draw a better or worse crew and the detail of the character designs has nothing to do with the quality of animation. There have been great character designs that have been rendered into less than stellar animation.


  The economic factors in Japan continue to squeeze the anime market. The OVA market was born in the early 1980s when the market was strong and sponsors wanted to spend more money to make higher quality shows that weren't long enough to put on television. Now, the OVA market in Japan has completely dried up due to the ongoing economic problems and the long-time lack of decent titles being released. Thus, shorter run TV shows have become the norm, because they involve less risk than OVAs. OVAs have become more targeted at otaku-only audiences, which in turn drives sales down to the point where OVAs are no longer cost-effective to produce. (After all, sales of only 5,000 units do not cover even the budget for the lowest quality OVA.)
  It is not likely that the Japanese economy will recover any time soon. Many analysts have predicted that the soonest it will begin to improve is ten to fifteen years from now. By then the anime industry will be gone.



The Possibilities

So what can be done to save the medium? The situation in Japan is desperate but anime has really started to boom in the U.S.. The success of POKÉMON and the great interest in GUNDAM WING, DRAGONBALL Z, and other shows has brought anime further into the mainstream and there is definitely a consumer desire for more.
  But sales of existing anime shows usually do not directly benefit the production companies as they are almost never the rights holders. (Nintendo gets rich but the studios who produce POKÉMON still make the same money as before.)
  The key to the survival of the anime studios is their being able to directly market original shows and/or do co-productions with U.S. and Canadian companies which are primarily intended for the North American TV and video market.
  Things like this have been done before, but they have always been for children's shows and typical American Saturday morning trash. This of course brings money into the studios. But long-term survival of anime in the U.S. depends on the production of shows which are aimed at a teenage (and later) audience and are of good quality, better than the animation factory-produced drivel that gets dumped into the market.
  There is no lack of willing partners for such ventures, but there are plenty of partners who have no interest in the product whatsoever and only want to capitalize on the popularity of anime. While that might net some money in the short run, it will be a death sentence for any anime studio who gets deeply involved with such a partner. Low quality product always catches up with the producers, even though it might take a few years.
  North American companies pretty much have their pick of the anime industry as well. They can work with a studio who produced high quality work just as easily as a low-quality studio and the cost is not that much different. (The low quality studios usually charge a little bit less but skim a lot more so even though the sponsor is still shelling out big bucks the actual budget available to the creators is smaller.) US companies have been bad at catching on to this sometimes but they are getting better.
  The biggest obstacle for the anime companies to overcome will be business management. The total amount of real business knowledge in the anime industry could probably fill a child's overturned sombrero. Very few business-oriented people come into the anime industry and the few that do don't stay very long. Consequently, there is almost nobody who understands management, finances, or even business communication. (Of course, the same could be said in almost any other line of work as well). Japanese management "theory" is hardly effective and so far extending it to international business—outside manufacturing where it works well—has failed to produce results. No anime company who has extended themselves into the U.S. has made any headway whatsoever.
  Is the answer hiring Americans to do the business work? Perhaps, but almost no good candidates have presented themselves and it is highly unlikely that the Americans in Japan will be able to do anything. Is it to hire good Japanese businessmen? Not as long as they follow the usual style of business which has proven disastrous for anime companies so far. So what is the answer? I cannot say. (Well, I can say but that goes deep into highly-paid consultant work which I would be happy to provide to the right customer.)

My challenge: Anime industry! This is your chance to survive! Come out and make your impact on the world!

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