Yomiuri Telecasting Company: Background to the launch
In 1953 , prior to its launch in Tokyo, Nippon Television Network Corporation (hereafter referred to as "NTV") submitted an application for a broadcasting license in Osaka to the Radio Regulatory Commission . However, at the time, there were only two radio waves allocated to the Osaka area, and licenses were given to two stations, NHK Osaka Broadcasting Station and Osaka Television Broadcasting (OTV, now Asahi Television Broadcasting Corporation ), and the license for "NTV Osaka Broadcasting Station" was rejected.

The reason for the rejection was that "Nippon Television represents the Tokyo area, and broadcasting in Osaka would be 'crossing borders.'" [ note 2 ] Matsutaro Shoriki , head of the Yomiuri Shimbun and Nippon Television , applied to the Radio Regulatory Commission to establish regional broadcasting stations in Sapporo , Nagoya , and Fukuoka in addition to Osaka, but this was also rejected for the same reason . [ note 3 ]

At that time, the Yomiuri Shimbun had expanded into Osaka, and was competing fiercely with the Asahi Shimbun , the Mainichi Shimbun , and others in sales. Since Osaka Television Broadcasting was a television station established by the Asahi Shimbun, the Mainichi Shimbun, and the Asahi Broadcasting Corporation and New Japan Broadcasting (now the Mainichi Broadcasting System), Tsutomu Mitsuo , the president of the Osaka Yomiuri Shimbun (now the Yomiuri Shimbun Osaka Headquarters) at the time , was convinced that "in order to increase circulation against the two newspapers, we need to have our own affiliated television station," and the Yomiuri Shimbun also decided to create a television station with investment from the Kansai business community, centered around the Osaka Yomiuri Shimbun. Tsutomu was the representative promoter and gathered promoters from the business community.

The name of the broadcasting station was " Shin -Osaka Television Broadcasting Co., Ltd. " (abbreviated as NOTV = New Osaka Television . It was called " No-Tele "), and the founding general meeting was held in February 1957. The company building was constructed by borrowing most of the grounds of the Tenman Betsuin temple of the Otani-ha Shinshu sect in Iwai-cho , Kita-ku, Osaka (now Higashi-Tenma ) .

In October 1956, they submitted an application for a broadcasting license to the Minister of Posts and Telecommunications. In October 1957, a provisional license was issued to Shin-Osaka Television Broadcasting as a quasi-educational station (Channel 10, JOIX-TV). The company held its founding general meeting on February 12, 1958, and on August 1 of the same year, the company changed its name from "Shin-Osaka Television Broadcasting" to "Yomiuri Telecasting Co., Ltd." (abbreviated as YTV, nicknamed Yomiuri Television). On the 28th of the same month , it opened as the second commercial television station in the Kinki region, completely transferring all of the Nippon Television programs that had been networked with OTV.

The opening of Yomiuri Television resolved the dissatisfaction of sponsors of Nippon Television Network Corporation's programs, which had not been broadcast in the Kinki region due to OTV's cross-network policy. [ Note 4 ] This also contributed greatly to the increase in circulation of the Yomiuri Shimbun in western Japan .

Among the commercial television stations headquartered in Osaka (Osaka-based television stations), it is the only one that does not have capital from a Kansai private railway , and its capital is composed of Yomiuri Shimbun Group and Nomura Securities affiliates . [ Note 5 ]

Network transition
August 28, 1958 - Launched. As the first station in the Nippon Television Network, it declared itself a "station network station." Since then, Nippon Television has consistently been the main broadcaster of all programs.
April 1, 1966 -News network NNN was launched and the station joined.
June 14, 1972 - Joined the NNS, which was launched on this day.
chronology
The original company building (part of it) was demolished around 1990, and the site is currently used as a parking lot as of 2021 (October 1989, Higashitenma, Kita-ku, Osaka City)
The original company building (part of it) was demolished around 1990, and the site is currently used as a parking lot as of 2021 (October 1989, Higashitenma, Kita-ku, Osaka City)

The second-generation company building before the logo change (March 2006)
The second-generation company building before the logo change (March 2006)

The second-generation company building after the logo change (from autumn 2007 to 2019. The black building is the Osaka Tokio Marine & Nichido Building)
The second-generation company building after the logo change (from autumn 2007 to 2019. The black building is the Osaka Tokio Marine & Nichido Building )

Yomiuri Television's broadcasting equipment transport vehicle (Hino Profia) with the new "ytv" logo painted on it
Yomiuri Television's broadcasting equipment transport vehicle ( Hino Profia ) with the new "ytv" logo painted on it
November 26, 1956 - Application for a 10 kW television broadcasting license [ 7 ] .
1957 (Showa 32)
January 14 - The founding office is opened within the Osaka Yomiuri Shimbun (now the Yomiuri Shimbun Osaka Headquarters) . [ 7 ]
October 22 - Preliminary license issued.
1958 (Showa 33)
February 12 - Shin-Osaka Television Broadcasting Co., Ltd. inaugural general meeting [ 7 ] .
February 13 - With investment from the Osaka Yomiuri Shimbun and others, the company is established as a quasi-educational station , the Shin-Osaka Television Broadcasting Co., Ltd. (NOTV). Registration completed . [ 7 ]
August 1 - Company name changed to "Yomiuri Television Broadcasting Corporation" (YTV).
August 3 - Test radio signal transmission from 12:17 p.m. [ 7 ]
August 16 -Test broadcasts begin [ 7 ] .
August 20 - Full license issued (call sign: JOIX-TV, call name: Yomiuri Television) [ 7 ] .
On August 28th, at 9:00am , the station started broadcasting from 2-36 Iwai-cho, Kita-ku, Osaka (later changed to "1-8-11 Higashitenma" due to a change in the name of the town in response to the implementation of the residential address system ) ( Osaka's second station). The station was launched by transferring Nippon Television (NTV) programs that had been networked with Osaka Television Broadcasting (OTV, now Asahi Television Broadcasting Corporation ). As the first Nippon Television affiliate, it announced that it would become a "station network station" (the forerunner of full network stations) . [ Note 6 ]
January 8, 1959 (Showa 34) - Early morning broadcast begins (from 8:00 a.m. [ note 7 ] [ 7 ] )
1960 (Showa 35)
January 20 -Application for an experimental color television station license [ 7 ] .
February 15 - A 2-inch color VTR manufactured by RCA is introduced . [ 8 ] [ 9 ]
March 31 - Three color video cameras are installed. A full-scale system is in place to prepare for the start of color broadcasting. [ 9 ]
September 2 - At 2:20 p.m., a color broadcast test signal was transmitted. [ 7 ] [ 10 ]
September 10 - After passing the inspection by the Ministry of Posts and Telecommunications Kinki Radio Regulatory Bureau, regular color television broadcasting begins at 1:15 p.m. [ 7 ] (the first in the Osaka area, along with NHK Osaka Broadcasting Station and Asahi Television Broadcasting Corporation) . [ Footnotes 8 ] [ 11 ] In addition, the first color spot broadcasting in Japan also begins. [ 10 ]
October 21 - RCA color television cameras are installed. In-house production of color programs begins. [ 10 ]
November 21 - RCA studio color cameras are introduced. [ 12 ]
November 30 - The company completes the conversion of its Studio 3 broadcasting equipment to color. [ 12 ]
December 4 - The color broadcast vehicle is completed. [ 12 ]
December 13 - Broadcast of "Your Color Show", the first music program in Western Japan to be shot with a studio color camera. [ Notes 9 ] [ 11 ] [ 12 ]
June 10, 1962 – Nippon Telegraph and Telephone Corporation's microwave simultaneous television network line becomes the first to be colorized (high-standard) on the Hokuriku down route (Tokyo → Hokuriku → Osaka). This allows Nippon Television to broadcast color simultaneously. [ 13 ] [ 14 ]
1963 (Showa 37)
April 1 - The Tokaido route (Osaka → Nagoya → Shizuoka → Tokyo) of Nippon Telegraph and Telephone Corporation's microwave simultaneous television network line is converted to high-standard color . [ 15 ] This makes it possible to simultaneously broadcast in color to Nippon Television.
December 1 - The Tokaido down route of Nippon Telegraph and Telephone Corporation's microwave simultaneous television network is converted to color (high standard). [ 16 ]
1964 (Showa 39)
February 2 - A color camera is brought to the Takarazuka Revue and the "Takarazuka Revue 50th Anniversary Performance - Invitation to the Review" is broadcast in color. [ 17 ]
March 8 - The Osaka Grand Sumo Tournament is broadcast in color for the first time. [ 16 ]
August 28 – On this day, which marks the sixth anniversary of the station's launch, the station will broadcast six and a half hours of color programming as "Color Campaign Day." [ 17 ]
August 28, 1965 – On this day, the seventh anniversary of the station's launch, the station broadcast seven hours of color programming a day, including the in-house produced "Victor Kayo Show," as "Color Campaign Day. " [ 18 ]
1967 (Showa 42)
April 1 - Programming and production agreement (NY Agreement) signed with Nippon Television Network Corporation.
October 11 - A Toshiba Ampex 2-inch high-band VTR (VR-2000) is purchased and installed. [ 19 ]
November 1 - The Bureau is changed from a quasi-educational bureau to a general bureau . [ 20 ]
1970 (Showa 45)
March 14 - In commemoration of the Osaka Expo , which had its opening ceremony on this day, the station became the host and broadcasting station for " The Japan World Expo Begins, " the first joint production and simultaneous broadcast by all commercial television stations affiliated with the Japan Commercial Broadcasters Association at the time. [ Footnote 10 ] [ 21 ]
October 4 - " I Want to Go Far Away " begins broadcasting.
1978 (Showa 53)
September 20 - 1-inch VTR is introduced. [ 22 ]
September 22 - The company obtains a preliminary license for practical test broadcasting of audio multiplex broadcasting . [ 22 ] [ 23 ]
September 30 - The company obtains a full license for the practical test broadcasting of audio multiplex broadcasting . [ 23 ] [ 24 ]
October 1 - Test broadcasting of audio multiplex broadcasting begins (second after Nippon Television Network Corporation. However, initially, only bilingual broadcasts were available via the Internet, and stereo was only available through the company's own transmission, including video feed). [ Note 11 ] [ 22 ] [ 23 ] [ 25 ]
November 11 - The first stereo broadcast of a self-produced program on this day was the live broadcast of "Game 10 of the Japan-US Baseball Series" from Nishinomiya Stadium . [ 23 ] [ 26 ]
December 31 - On this day, the show " Pink Lady Sweat and Tears of New Year's Eve 150 Minutes!! " aired nationwide on Nippon Television , and was the first to be broadcast in stereo via the Internet. [ 22 ] [ 27 ]
1979 (Showa 54)
March 19 - Starting from this day, the live Nippon Television program " NTV Kohaku Uta no Best Ten ," which is broadcast every Monday, becomes the only regular simultaneous internet program to begin broadcasting in stereo (the other programs began broadcasting in stereo on August 8 of the same year). [ 28 ]
August 1 - The company began broadcasting its self-produced nationwide program " 2-ji no Wide Show " in stereo over simultaneous internet lines on the same day. [ Footnote 12 ] [ 29 ]
August 8 - Nippon Telegraph and Telephone Public Corporation (now NTT ) completes construction to convert television relay lines in Tokyo, Nagoya, Osaka and Hokuriku (Kanazawa) to stereo. [ 30 ] [ 31 ] As a result, the company begins full-scale stereo broadcasting via its own Internet lines.
In the early 1980s, Sanrio appointed "Toppy and Cuppy" as mascot characters, designed by Shinichi Emura, and these characters were used for about 10 years . [ 32 ] [ 33 ]
1988 (Showa 63)
August 1 - The head office building is moved from Higashitenma, Kita-ku, Osaka to Osaka Business Park (OBP) at 2-2-33 Shiromi, Higashi-ku (now Chuo-ku), Osaka . The 10 mark begins full-scale use.
April 1, 1989 ( Heisei 1) - Clear Vision broadcasting begins.
1993 (Heisei 5)
June 6 - " Osaka Honwaka TV " begins broadcasting.
October 21 - " Downtown DX " begins broadcasting.
January 8, 1996 - Detective Conan begins broadcasting.
1998 (Heisei 10): Appointed "I Need-kun" as a pet character. (At that time, there was a slogan called "I Need 10").
July 1, 2000 - The mascot character "TV-yan" (a character based on a television cathode ray tube. The design was later slightly changed in 2002) was unveiled. The character is a blue TV with a yellow screen. The character appears on screen and on the network's website. In 2002 he got a dog-like sidekick known as Telepochi
2003 (Heisei 15)
July 13 - " Takaji's Sokomade Itte Iinkai " begins broadcasting.
December 1st -Yomiuri Digital Television (JOIX-DTV, 14ch) begins broadcasting on terrestrial digital broadcasting . At the same time as the start of regular broadcasting, the operation of an analog/digital integrated master is also started (the master manufacturer is also changed from NEC to Toshiba ).
2004
May 24 - The "Yomiuri Television" ending logo is modified to include a image of TV-yan next to it
July 29th - August 7th, 2005 - A large-scale event called " Tempozan 10 Days Exciting Treasure Island " was held at Tempozan Harbor Village .
July 31, 2006 - " Information Live Miyaneya " begins broadcasting.
August 2006
August 3: Test broadcasts for new programming and potential events for the upcoming year are planned, enhancing audience engagement.
December 2006
December 1-25: Christmas Fair in Osaka
A festive event hosted by Yomiuri Television's mascots, "TV-yan" and "Telepochi," takes place at various locations in Osaka, featuring activities, entertainment, and special programming related to the holiday season.
January 2007
January 1: New Year programming begins, featuring specials and highlights from the previous year.
March 2007
March 31: Concludes the fiscal year with a review of key programming success, ratings, and audience engagement metrics. Future programming strategies are discussed for the upcoming year, focusing on improving viewer involvement and expanding broadcast offerings.
April 1, 2007 - In preparation for the 50th anniversary of the station's launch, the "Ukiuki Wakuwaku Campaign" was launched. A new CI was introduced, and the logo was changed from "Yomiuri Television" to "ytv" (when used in kanji for news-related purposes, NNN source subtitles, etc., it is written as "Yomiuri Television" ). The third mascot character, " Ukiki the Monkey", was also born on this day.
Write a forum conversation asking WHY APRIL 1ST

Forum Thread Title:
Why Did Yomiuri Television Launch the "Ukiuki Wakuwaku Campaign" and New Branding on April 1, 2007?

User1:
Hi everyone, I was reading about Yomiuri Television and noticed that on April 1, 2007, they launched the "Ukiuki Wakuwaku Campaign," introduced a new corporate identity (CI), changed their logo from "Yomiuri Television" to "ytv," and even introduced a new mascot, Ukiki the Monkey. Why did they choose April 1st specifically for all these changes? Is there some special significance to that date?

User2:
Great question! April 1st is the start of the fiscal and school year in Japan, which often marks new beginnings. Many companies and schools start fresh projects or rebrandings on that date. Since Yomiuri Television was preparing for their 50th anniversary (which was coming up in 2008), it makes sense they'd start the campaign and new branding at the beginning of the Japanese business year.

User3:
Adding to User2's point, April 1 is a common date in Japan for major organizational or structural changes to take effect—like corporate mergers, leadership changes, and new marketing pushes. Launching the "Ukiuki Wakuwaku Campaign" on April 1 aligns with this tradition of new starts and would help build momentum throughout the year leading up to their anniversary.

User4:
I also wonder if the choice was tied to the broadcasting calendar? TV stations might sync big campaign launches with program seasons or fiscal cycles to maximize impact. Since Yomiuri TV’s founding general meeting was originally held in February 1958 and they began broadcasting in August 1958, launching the 50th-anniversary efforts a year before (April 2007) helps ramp up awareness gradually.

User5:
One more thought—April Fools’ Day is globally known for surprises and fun. Naming the campaign "Ukiuki Wakuwaku" (which roughly means "Excited and Thrilled") and unveiling a fun mascot like Ukiki could have been a playful nod to that spirit to catch audience attention and generate buzz.

User1:
Thanks for all the insights! So overall, April 1 likely symbolizes a fresh start in Japan’s corporate and broadcast calendar and aligns perfectly with gearing up for their big 50th anniversary. The fun campaign and mascot might have tied into the day’s playful vibe as well. Makes sense!

User6:
Exactly. April is THE month for new beginnings in Japan, so it’s a strategic and culturally meaningful choice for Yomiuri Television.

Write a conversation asking why did closedown last night feature mournful music over a white background with text and the former logo (it's final 2004-2007 configuration), WHAT is it mourning exactly