LIVE entertainment building "Mixalive TOKYO" to be opened in Ikebukuro, Tokyo. It is said that a number of companies engaged in the entertainment business, such as publishers and TV stations, will gather to launch content distribution and collaboration events that take advantage of their respective strengths.

TV TOKYO is the only broadcaster participating there. What is Tele-East trying to do in this place, which has a sharp perspective and a presence in the planning that goes on my way? When I spoke with Mr. Go Imai, who is in charge of the project, I found out that there are various ideas, including new forms of entertainment that cross media, and even grand plans involving the town of Ikebukuro. We will approach the behind-the-scenes approach to achieving this and the concept of planning that is not bound by common sense rooted in TV Tokyo.

Interview and text: Noriyuki Enami

(*This interview was conducted online, and the images use the provided images)

Realize a world that was not possible on TV. What is the aim of "Mix alive TOKYO"?

HIP editorial department (HIP) : What kind of facility is "Mixalive TOKYO (Mixalive)"?

Go Imai (hereinafter Imai) : A complex entertainment building that holds various events and distributions 365 days a year. We have completely renovated a cinema complex (former cinema sunshine) on the sunshine street at the east exit of Ikebukuro station, and each floor will be a facility undertaken by Kodansha, King Records, Bushiroad, TV Tokyo, etc.

It is a place where each company sends out its contents while showing its own characteristics and collaborating. Originally it was scheduled to open in March 2020, but due to the spread of new coronavirus infectious diseases, we are suspending the launch.

HIP : TV Tokyo mainly operates "Studio Mixa" on the 4th and 5th floor. What kind of functions does this have?

Imai : A medium-sized theater space with 450 seats and 250 seats. In a nutshell, it's a floor where you can do anything. It also has the function of broadcasting programs and live distribution, and I think that it can be used for various purposes such as exhibitions and workshops using the entire floor.

Another major feature is that the entire building has a contract with Softbank, and the entire building has a 5G environment. Therefore, you can also try experimentally the xR business, which is a generic term for 3D technologies including AR (augmented reality), VR (virtual reality), and MR (mixed reality). For example, we plan to make the world where TV could not be done one after another by making full use of digital technology such as VR in whole Ikebukuro and events connecting with foreign countries.

HIP Originally, it seems that the main business operator, Kodansha, called out to you. TV TOKYO broadcasts a lot of anime works based on the company's original work, but will the content transmitted by Studio Mixa be mainly anime-related?

Imai : As you say, Kodansha and TV Tokyo originally had a very close relationship in the production of anime. In addition, Ikebukuro also has a feature called "animated sacred place". Therefore, it is likely that Studio Mixa will also send out many events and contents centered around anime. I think about 30% will be related to animation every year. If you turn the inside out, the remaining 70% will be content other than animation.

HIP : What kind of content are you thinking of other than anime?

Imai : For example, in collaboration with the news agency, "News Morning Satellite" and "Special Mission! I am thinking of events such as collaboration with programs such as "Ikegami Ventures". It may be an event to get young people to know about the economy, or a high school student's workshop for entrepreneurship.

Or I think it would be interesting to try something like a “school for teaching money” for elementary school students. It will be a place where you can use existing contents to create value by means other than broadcasting, or to try things that terrestrial broadcasting cannot.

7 companies from different industries gathered. Creating new content through collaboration and collaboration

HIP : It seems that all seven companies from different industries are gathering together to run Mixalive. Are you expecting the synergistic effect of collaboration with other companies?

Imai : Actually, what I expect most is the synergistic effect. Mr. Bushiroad, who develops card games and game software, is on the same floor. On the other floor, Mr. Kodansha and Mr. Nerke Planning, who handles 2.5-dimensional events, are on the same floor. It is ant to decide a common theme and do something across floors, or it is good to have only the performers and perform different cuts.

I also think that if all companies including Mr. King Records, Mr. UUUM and Mr. Movic work together to create a completely new culture and genre. I'm excited because I think that Ikebukuro could bring about a big cultural swell.

今日はいい天気ですね?

館内案内サインボードが出来ました！着々と工事が進んでいます?

ミクサライブはオープン準備中?‍♂⛏️#Mixalive #MixaliveTokyo #ミクサライブ #ミクサライブ東京 #池袋サンシャイン60通り #見たことのない熱狂を pic.twitter.com/iuz7MkgtC4

— Mixalive TOKYO official account (@Mixalive_TOKYO) March 1, 2020

HIP : Are there any specific moves to create content jointly?

Imai : Participating companies gather regularly and hold meetings. I can't tell you the details yet, but there are many interesting collaboration projects that are progressing specifically. I really want to say that (laughs).

HIP : I'm looking forward to it. On the other hand, do you feel the difficulty of working with different industries?

Imai : Even though the industries are different, everyone is a company that creates entertainment. It has the most common purpose of making customers happy, so I don't feel any difficulty. Also, since TV TOKYO has originally done a lot of cross media, I am accustomed to working with other companies.

In many cases, such as animation, we will create a production committee and generate profits with other companies, and I think the same can be said for Mixalive this time. In that sense, we expect that new partnerships will create new ideas.