Sapporo TV Broadcasting Co., Ltd. Establishes New Corporate Purpose

Key Visual and Purpose

Sapporo TV Broadcasting Co., Ltd. (hereinafter referred to as STV) has recently established a new corporate purpose. Carabina Inc., a company specializing in corporate branding, provided support for the formulation of this purpose.

Background of Purpose Formulation

The environment surrounding the television industry is undergoing significant changes due to the evolution of digital technologies and shifts in media consumption behavior.

Viewer touchpoints are no longer limited to broadcasting, diversifying into areas such as social media and video streaming services, necessitating broadcasters to create new value more than ever before.

Amidst these environmental changes, STV re-examined "What is our reason for existence?" and "What value will we provide to Hokkaido going forward?" to establish a purpose as a common guideline for the future.

Process of Formulation

The purpose formulation involved interviews with management and workshops with approximately 30 project members selected from across various departments.

The workshops were held five times in total. They involved looking back at STV's history and journey, as well as organizing the organization's strengths and cherished values.

Furthermore, active discussions were held on themes such as "What kind of company do we want to aim for in the future?"

Based on the numerous opinions and aspirations extracted during this process, elements symbolizing STV's unique identity were organized and articulated as the final purpose.

Body Copy

Sentiments Embedded in the Purpose

The new purpose, "From Broadcasting Station to Creation Station," embodies the intention to evolve into an entity that continuously creates content and experiences that move people's hearts, going beyond the framework of broadcasting.

Additionally, the phrase "With the power to move hearts, a prosperous future for Hokkaido" expresses the determination to contribute to Hokkaido's future as a media company rooted in the region.

About Purpose Formulation Support

Carabina Inc. offers support for the formulation of purposes and MVV (Mission, Vision, Values).

Their strength lies in discovering and articulating a company's unique values and reason for existence not only through interviews with management but also through workshops that involve employees.

They provide comprehensive support, from formulating a purpose that employees can empathize with and that leads to action, to implementing penetration measures, rather than just creating slogans.

[Company Overview]

Company Name: Carabina Inc.

Location: Shimada Building 6F, 16-4 Nihonbashi Kabutocho, Chuo-ku, Tokyo 103-0026

Established: June 2012

Representative: Nitsumi Tobe, President and CEO

Business Activities: Corporate Branding / Recruitment Branding / Product Branding / Recruitment Support

Services: Branding support / Internal branding support / Sales promotion / Formulation of corporate vision and action guidelines, and related facilitation / Planning and production ranging from naming to catchphrases and brochures / Planning and production of kickoff movies, slides, etc.

URL: https://carab.jp/

[Contact Information for Inquiries]

Carabina Inc. Public Relations

TEL: 03-5643-8211 Email: [email protected]