Fuji TV faces backlash over a sexual misconduct scandal involving Masahiro Nakai. Top executives resign, advertisers exit, and public trust crumbles.
Fuji TV, one of Japan’s biggest commercial TV networks, is facing a massive crisis. Allegations of sexual misconduct involving a celebrity have led to top executives resigning, advertisers pulling out, and public outrage.
The Allegations Against Masahiro Nakai
The scandal involves Masahiro Nakai, a former member of the famous boy band SMAP, and a woman in her 20s, known as “X” in the media. Reports say Nakai engaged in non-consensual sexual activity with X after a private dinner in June 2023. Fuji TV employees allegedly helped arrange the meeting. Nakai’s team later settled the matter privately with X.
Fuji TV’s Role and Cover-Up Claims
X approached a female Fuji TV announcer, and the latter told top executives. Instead of initiating an internal investigation, however, Fuji executives privately met Nakai and resolved the matter confidentially. When they were asked why they did not launch an internal probe, the company explained that they wanted to respect X’s privacy.
Public Anger and Ineffective Crisis Management
Fuji TV conducted its first press conference on January 17. However, the event came under criticism over secrecy and ambiguous responses. It did not open to TV cameras, and only a few media houses were allowed to cover it. On widespread criticism, the company decided to hold the second press conference on January 27 for more than 10 hours. But the marathon session did not improve the scenario, as top officials failed to provide concrete answers.
Hefty Financial Blow and Advertiser Flight
The scandal has bitten big time financially for Fuji TV. Top advertisers, such as Toyota, Nissan, Nintendo, Seven & I Holdings, and Kirin Beverages, have withdrawn their commercials over issues about corporate governance. Even the Japanese government canceled four advertisements in the network, although officials will continue appearing on news programs.
Executives in Top Positions Resign
Amidst the criticism, Nakai decided to retire from show business. The chairman and president of Fuji TV, Shuji Kano and Koichi Minato, respectively, resigned in the second press conference as they confessed that the company lost public confidence. Minato apologized that they mishandled the incident since there was internal poor communication and no adequate investigation about the actions of Nakai.
Fuji TV’s Financial Crisis
Fuji TV has been compelled to reduce its earnings forecast. The company’s net profit is expected to be 9.8 billion yen, down from 29 billion yen ($186.7 million), and the operating profit projection has been reduced by half to 18 billion yen. The financial impact is expected to continue as advertisers distance themselves from the broadcaster.
The Road to Recovery
The next challenge for Fuji TV would be to regain public confidence. It has vowed to undertake substantial reforms in corporate governance and ethics. An independent investigation committee is established, and a report of the same might come during March. The future of this network depends on how well it recuperates from this crisis and brings across the changes.
The reputation, finances, and leadership of Fuji TV have taken a huge blow. Whether or not it will recover depends on its ability to rebuild trust through transparency, accountability, and real reforms.
