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1

2 logit JEL Classifications: D10, M30, L82

3 Wilbur 2008 Shishikura et al and de Gracia 2012 Bayraktaroglu et al Carare and Zentner 2012 Carare and Zentner 2012

4 Train et al Hendel 1999 Spence and Owen 1977 TV

5 Chan 2006 Rubin 1983 Rubin and Perse 1987 Jaffres 1978 Sparkes 1983 Rust and Alpert 1984 Rust et al. 1992

6 Brynjolfsson and Milgrom 2013 supermodularity Gentzkow 2007 Gentzkow 2007 Gentzkow 2007 Spence and Owen 1977 TV Gentzkow 2007 Gentzkow 2007

7 Kind et al. 2007, 2009 Cournot 1897

8 Schmidt and Strauss 1975

9 Gentzkow 2007 and

10 Q. E. D.

11

12 Schmidt and Strauss 1975 NHK NTV, TBS, CX, ASAHI TX NHK NTV NHK NHK

13 NHK NTV,, NHK NTV TBS CX ASAHI TX NHK NHK NHK NHK

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15 NHK NTV NHK NTV NHK NTV NHK NTV European Association for Research in Industrial Organization 2007 at Valencia European Media Management Association 2017 at Ghent

16 Brynjolfsson, E. and P. Milgrom Complementarity in Organizations, In Gibbons, R. and J. Roberts Eds., The Handbook of Organizational Economics, pp. 1155, Princeton University Press. Bayraktaroglu, D., G. Gunaydin, E. Selcuk and A. Ong A Daily Diary Investigation of the Link between Television Watching and Positive Affect, Journal of Happiness Studies. Carare, O. and A. Zentner Program Substitutability in Network Television: Evidence from Argentina, Information Economics and Policy, 242, pp Chan, T Estimating a Continuous Hedonic-Choice Model with an Application to Demand for Soft Drinks, The Rand Journal of Economics, 372, pp Cournot, A., and I. Fisher Researches into the Mathematical Principles of the Theory of Wealth, New York: Macmillan Co. J. and F. de Gracia Does Media Consumption Make Us Happy? Evidence for Spain, Journal of Media Economics, 251, pp Gentzkow, M Valuing New Goods in a Model with Complementarity: Online Newspapers, The American Economic Review, 973, pp Hendel, I Estimating Multiple-Discrete Choice Models: An Application to Computerization Returns, The Review of Economic Studies, 662, pp Jeffres, L Cable TV and Viewer Selectivity, Journal of Broadcasting, 222, pp Kind, H., T. Nilssen and L Competition for Viewers and Advertisers in a TV Oligopoly, Journal of Media Economics, 203, pp Kind, H., T. Nilssen and L Business Models for Media Firms: Does Competition Matter for How They Raise Revenue?, Marketing Science, 286, pp Rubin, A Television Uses and Gratifications: The Interactions of Viewing Patterns and Motivations, Journal of Broadcasting & Electronic Media, 271, pp Rubin, A. and E. Perse Audience Activity and Television News Gratifications, Communication Research, 141, pp Rust, R. and M. Alpert An Audience Flow Model of Television Viewing Choice, Marketing Science, 32, pp Rust, R., W. Kamakura and M. Alpert Viewer Preference Segmentation and Viewing Choice Models for Network Television, Journal of Advertising, 211, pp

17 Schmidt, P. and R. Strauss Estimation of Models with Jointly Dependent Qualitative Variables: A Simultaneous Logit Approach, Econometrica, 434, pp Shishikura, M., N. Kasuga and A. Nakamura 2018 On Commercial Preference by TV AudiencePayment for Avoidance, Type of Commercial and Contents Volume, Paper presented at International Telecommunications Society 2018, 22nd Biennial Conference, at Seoul, Korea June 25. Sparkes, V Public Perception of and Reaction to Multi-Channel Cable Television Service, Journal of Broadcasting, 272, pp Spence, M. and B. Owen Television Programming, Monopolistic Competition and Welfare, The Quarterly Journal of Economics, 911, pp Train, K., D. McFadden and M. Ben-Akiva The Demand for Local Telephone Service: A Fully Discrete Model of Residential Calling Patterns and Service Choices, The RAND Journal of Economics, 181, pp Wilbur, K. 2008, A Two-sided, Empirical Model of Television Advertising and Viewing Markets, Marketing Science, 273, pp NHK CATV

18 CATV CS

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2 Programming of Terrestrial Broadcasters and BS Digital Broadcasters by Genre ABSTRACT This study examined the programming of terrestrial and BS digital broadcasters by genre from the viewpoint of economics,

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