Overview
Television broadcasting of professional baseball has been inseparable from NPB's growth since TV transmissions began in 1953. From the 1960s through the 1990s, Giants night-game broadcasts regularly exceeded 20% viewership ratings, making them the centerpiece of Japan's evening entertainment. Game results were standard conversation topics at workplaces and schools the following day. From the 2000s onward, however, terrestrial TV ratings declined steadily as entertainment options diversified. Nationwide Giants broadcasts dwindled, and prime-time baseball coverage increasingly disappeared from free-to-air channels. While this shift is often cited as evidence of baseball's declining popularity, the reality is more nuanced. Alongside terrestrial TV's retreat, satellite broadcasting (SKY PerfecTV!) and internet streaming services (DAZN, Pacific League TV) emerged, actually diversifying the ways fans consume games. The Pacific League's early investment in digital distribution proved particularly successful, with Pacific League TV's model influencing business strategies across the sport. Broadcasting rights fees remain a critical revenue stream for club operations, and their distribution structure directly affects the financial gap between franchises. Though the medium continues to evolve, the fundamental mission - delivering games to fans through visual media - remains unchanged.