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Review: Rideback

If the world were to change tomorrow, how would people react? What would they do if they were to wake up, only to find the norms they held dear suddenly torn asunder? At one point would one finally lay everything on the line for what is right?

In the near future, the nations of the world are united by the sword. A resistance organization known as the GGP brought the planet’s greatest governments to their knees with the aid of incredible weaponry. New armaments, and vehicles that had never been seen in any conflict helped lead the group from one strategic victory to the next. The heroes from this battle were never seen, though. The media downplayed their deeds, and their names faded into the ether. As the GGP grew, it slowly changed from a band of freedom fighters to a military junta. Their presence in nations was unwelcome, and the masses continued to protest as the new world order stepped into power.

Rin Ogata is but one girl who lives in these tumultuous times. Like her mother, the late, great ballerina Yuki Ogata, Rin is a child that was born for the stage. Her life, her very being comes forth as the spotlight shines upon her. Her flowing movements and peerless grace would have one believe that she will surpass her mother’s lofty reputation.

Unfortunately, fate has a cruel sense of humor. In Rin’s solo debut, her world was shattered, as a bad landing tore her ligament, and rendered Rin unable to dance to her fullest. With few alternatives, she shrank away from the spotlights that she once welcomed, and began to settle into a normal life. Things seemed to go well, at first. The new college semester began and Rin was rooming with her best friend Shoko. Still, something seemed missing. Things begin to change one day, when she happens across a school club servicing a strange machine, known as a Rideback. After a bit of prodding, Rin finds herself on the vehicle, and screaming through the streets. The speed, the agility, the adrenaline rush! Rin’s world was coming alive again! The thrill wouldn’t last, though. The winds of change blow, and Rin soon finds herself ensnared in a government conspiracy. The very Ridebacks that brought her joy will soon take that which she holds most dear.

Rideback’s tale plays much like those found in the ballets that Rin once lived for. What begins as a playful story of hope and finding oneself quickly begins to go wrong. As each episode passes, the tale of the GGP roots itself further into the lives of the cast. Before long, they are fighting for their freedoms, their lives, against the GGP, as the tide turns against the ruling party and ghosts from the past begin to rise from the ashes. The comedy that is prevalent in early installments melts away quickly, to match the increasingly dire situations unfolding in the plot. Seemingly inconsequential glimpses into the GGP quickly turn into moves in a battle of wits and will. As the final episode approaches, everything begins to come together to a truly satisfying conclusion.

The show’s happenings are brought to life by those who inhabit the world. Though the characters in Rideback appear to be little more than caricatures at the outset, they quickly develop their own personalities and motivations. They hold secrets and dreams, fears and hopes that may not always be rational. Through the show, they continue to grow and change, as they find their own niches in the changing world, and they attempt to slow, if not stop the invading influence of the GGP brass.

Much of the show’s mood can be attributed to a single melodic piece. Though the series, a short phrase from Mussorgsky’s Pictures at an Exhibition is used to stir the emotions of viewers. At times, it’s a warm, welcoming variation that embraces the joys of life, the fraternity of friends and the freedom a new frontier can bring. Other times, it is a haunting reminder of the cruelty of reality. A majority of the rest of the soundtrack is comprised of forgettable techno riffs that are mainly used to sell the tension of battle or the excitement of Rideback races.

Rideback is a rare treat that explores the human side of science fiction. The plot, while intelligent, never condescends to the viewer, nor do the characters seem to be ripped out of the big book of stereotypes. Instead, they just seem to live, be it through their actions or their words. Political prisoners don’t riot in the streets, they rot in prison and pray that the sun will continue to rise the next day. Likewise, civilians peacefully protest with the hope that their words can stir change, even in the face of armored Ridebacks that could tear them to shreds at a given moment. The entire show is carried with a quiet dignity that surfaces at the most appropriate moments, and avoids falling into the traps and tropes that would have turned a powerful experience into something cheesy. While it’s certanly not popcorn fare, Rideback is the type of series that simply needs to be experienced.

Rideback is released in America by FUNimation.

The series can be purchased at Right Stuf.

Thanks to FUNimation for providing a review copy!

Toonami Launch Ratings Come To Light

Yesterday, TV By the Numbers revealed the ratings highlights for the past week. Of particular interest to us, obviously, was the overall reception of Adult Swim’s Toonami revival. In particular, the block saw several titles dominate among a number of age groups.

For the general audiences in the age group of 18-24 years, Bleach and Deadman Wonderland both captured the top spot for their time slots. For males ages 18-24, as well as the broader 18-34 age range, Bleach and Deadman Wonderland, and Casshern all took the crown of their timeslots. Deadman Wonderland was the particular performer for the evening, as the show’s viewership saw a jump of 14% over the previous year among the general audience, ages 18-24.

For a first night, this sounds great, fantastic even, doesn’t it?

Well… yes and no.

“What do you mean,” you may ask. To be honest, ratings are only as useful as the numbers that stand behind them. And, unfortunately, the hard numbers haven’t been released in a form that can be published. So, lacking this, we must consult other sources on the matter. Fortunately, Adult Swim & Cartoon Network vice president of strategic marketing and promotions Jason DeMarco hit Twitter to offer his two cents on the situation. DeMarco stated that “It did OKAY. Not bad but not measurably better than the week before. We need to do better. Hopefully we will!”

Already, the comments are flying with reckless abandon. “How can this be?” “He should be happy about the turnout!”

DeMarco’s statement should give pause to a number of viewers. The company clearly had high hopes for the re-launch, given the positive word of mouth and general enthusiasm across the board. I wouldn’t doubt that these hopes were inflated, once positive comments on social media began pouring in. And, while it’s very possible that more people tuned in to see Toonami return to the airwaves, the volume matters little outside of the selected Nielsen group.

The Nielsen ratings are the lifeblood of television. Programming lives and dies by these numbers, since networks use them to determine who watches their programs, and advertisers use them to determine the value of a given slot. As the number of users rises, and the demographic spread grows, the slot becomes a more enticing venue to pitch product. Networks can demand a higher price for their airtime, and advertisers will become more willing to pay, since they have a higher chance of earning a return on their investment. This symbiotic nature of advertising ensures that new shows are created (or in the case of Toonami, licensed) and blocks get filled.

In the case of Toonami, a higher rated block would mean that the 3AM repeat run would become less likely, since the network can focus on filling their entire time allotment with new titles and bumps. And, while this isn’t likely right now, if we take this train to the absolute extreme, a powerhouse-performing Toonami would generate not only enough revenue to justify its Saturday run, but also a potential spots on Sunday or Monday as well.

So, while it’s encouraging to hear that Toonami’s launch did decently, it’s not too unusual to want the product to do better. As the weeks go on and the programming settles into its routine, we’ll see corrections in the ratings until they settle into a consistent norm. I wouldn’t be surprised to see the numbers trend upward, but the more likely scenario is that they will progress downward from their current highs.

Trans World Posts $2.8 Million Profit In Q1 2012

On May 22, ICv2 reported that Trans World Entertainment posted a $2.8 million profit for its first fiscal quarter. This is a massive improvement over the same period last year, in which Trans World posted a $2.5 million loss. The company returned to profitability last year, after five consecutive years of losses.

“Same store sales,” or the comparison of annual sales on a store-by-store basis, were up 6% last year. In addition, “trend” sales, or the sales of licensed goods like manga and comics, rose by 15%. Overall sales across the chain were down by 15% in the chain, and the profits were able to be attained by the company’s shedding of 15% of its total retail stores.

“Why is this important,” you must be asking. Well, dear reader, depending on your age or your time in the anime industry. Trans World Entertainment is the parent company of both Suncoast Video and FYE. Overall, the company owns 500 stores between the two brands.

Before you begin asking “So what,” I’d like to make it known that FYE and Suncoast were both bastions of the anime industry for a number of years. The company’s insistence on retaining deep stock on anime products often made the location a popular choice for anime fans before Amazon and TRSI were household names. They offered instant gratification… at a price.

Over the years, the company pushed customers away due to their requirements to sell items at retail price. As frontiers opened and prices dropped, the market flocked to places where their dollars could go further. In an economic downturn, this is a particularly rough situation to be in. This would be something a company would be able to weather, given enough capital. However, in 2006, the company completed a purchase of the bankrupt Musicland Group. With this came 400 new retail locations (of which they kept 345), and just as many new expenses to worry about.

As the economic downturns worsened and purse-strings continued to tighten, the company scrambled to remain near the break-even point, let alone profitability. People claimed that it was inevitable. They argued that packaged media was dead in the era of the iPod and Netflix. Trans World was to fade away as a relic, a curiosity that would not last to 2010.

“What does this have to do with us?”

Glad you asked, dear reader! Frankly speaking, FYE is still a buyer of anime. Yes, the average FYE store is a chilling reminder of the bubble, with dozens of unsold singles from across the decade. And yes, each is often affixed with a red “Sale” tag that denotes a final grasp toward a customer’s hands. However, they are one of few locations that stocks new titles in a brick and mortar section, and even fewer that hasn’t dropped their overall stock. They are one of few locations that offer instant gratification for the hobby, and a potential gateway for new customers.

To see the company grow once again is encouraging. The fact that a leaner approach is allowing the company to once again eke ahead bodes well for the coming months. However, I am curious to see just how their overall sales break down. Currently, sources only highlight same-store and trend sales, so it’s hard to say just where the company has grown, and what sectors are flagging.

Memorial Day, 2012

In the US, today is Memorial Day. For many, it’s a day out of work, and a chance to kick back for an extra day before returning to sing the Workday Blues. For other, though, it’s a day of remembrance. For those who fought and died over the decades for their people and their country.

So I would like to extend my deepest thanks to the armed forces of past and present, who have put their lives, their health, and everything else on the line.

Review: Sands of Destruction, Episode 1

The content of this piece was written on a viewing of the first episode of Sands of Destruction on February 3, 2010. Edits have been made for spelling and grammar, but the rest is completely untouched, and un-edited from the original Twitter feed.

9:26 PM: Tonight’s feature: Sands of Destruction! The anime, based on the RPG by Sega!

9:26 PM: It’s got a reputation for being godawful already. Hey… should the DVD case give off stink lines?

9:26 PM: Anyway, the usual background info

9:27 PM: Animated by Production I.G., directed by Shunsuke Tada.

9:27 PM: Ran on TV Tokyo and AT-X from July 7, 2008 to September 30, 2008.

9:29 PM: “A Planet where the seas are filled with sand/A world where beasts live as men/A world where men are ruled by beasts”

9:29 PM: …this isn’t porno, is it? :I Anyway, I digress

9:30 PM: Holy crap is that a horse man?

9:31 PM: And a lion guy?

9:31 PM: “Unfortunately, I’m the kind of hero who DOESN’T save the world.” Oh ffs…

9:31 PM: And he’s an alcoholic teddy bear. That’s… … nice

9:32 PM: man with cat ears and a giant ferretman… epic.

9:33 PM: “I ordered the WHALE” … … this is terrible dialogue

9:33 PM: “how’s about you and me-” oh god it IS a porno D:

9:33 PM: Girl walkin out on the stormtroopers..

9:34 PM: Who wields a bat’leth

9:34 PM: Opening? Techno!

9:35 PM: Bad techno!

9:35 PM: …why do I get the feeling that the intro’s the best part of this show?

9:35 PM:RAWKIN GUITAR kicks in! >_

9:36 PM: Apparently, this girl can swing a huge bat’leth fast enough to deflect five machine guns.

9:36 PM: …there goes the store

9:37 PM: Holy crap, a mentally challenged rhino man with permenant “:D” face!

9:37 PM: Back to teddy the drunk.

9:38 PM: Being hired by a kid… with moneys.

9:38 PM: Evil cat man with a pink shirt!

9:38 PM: And an okama inflection!

9:38 PM: …my brain suddenly hurts

9:38 PM: “MEOWSSIR!”

9:38 PM: “Why would a human work in a beastman cafe?” Cash money?

9:38 PM:

9:39 PM: Yep…cash money.

9:40 PM: “How did you know my name? T_T” Uhhh… wanted posters? >_>A-DUH?!

9:40 PM: “I’M 16! There’s a BIG DIFFERENCE between 16 and 17!” Oh, I get it. It’s funny because women are concerned about their ages.

9:41 PM: ha…ha… god, this sucks

9:41 PM: “What IS the World Destruction group?” …hmmmm~ obvious plot device is obvious

9:42 PM: “We’re just wanderers passing through :D” No, she’s not a danger… he just wields a fucking Klingon armament!

9:43 PM: Elder stares at the two… one of which, again, WIELDING A BAT’LETH, and offers them a night in his village. Brilliant!

9:44 PM: Ohhh… I get it. Kyrie’s a glutton! :O ‘cause boys like to eat! haha ha… Is this over yet?

9:44 PM: “Where are you going? :D” “To destroy the world T_T”

9:45 PM: “All I’m interested in is smashing this ridiculous world to pieces.” …oh god, she’s an emo too!

9:46 PM: “You should probably wait it out… until the end of the world comes.” ugh..

9:47 PM: Shout out to @animealmanac - be glad you skipped this show. It’s one of the most retarded things I’ve ever seen!

9:47 PM: “And I won’t let anybody stand in my-” “SNXXXXXXXXX” ha… ha… sleeping when he’s supposed to be listening. ‘cause guys do that.

9:48 PM: Eyecatch!

9:48 PM: wait…

9:48 PM: THAT’S ONLY HALF AN EPISODE?! OH COME ON! D:

9:49 PM: okama cats are here to take emo-wench

9:49 PM: hooray… or not

9:49 PM: “She didn’t eat the sand jellyfish?! D:” wtf.

9:49 PM: how obvious does this show get?

9:50 PM: “Someting terrible is about to happen D:”

9:50 PM: so… they’re sacrificing the dude now? Guess this god isn’t very picky.

9:51 PM: “Meowgolus meowgolus meow meow meow!” Translation: “We paid a writer 20 bucks and got this!”

9:52 PM: …ewwwww. Kyrie eating monster spit. This show just got even MORE unappealing

9:52 PM: not just any monster. A Giant, SPERM shaped monster.

9:52 PM: Bat’leth girl comes to save the day :O

9:53 PM: …doesn’t help that this show is butt-ugly, to boot

9:53 PM: Girl v. Spermbeast GO!

9:53 PM: My money is on the girl, but I want the spermbeasts to eat her

9:54 PM: Would’ve made this show MUCH shorter

9:54 PM: …yep. Spermbeasts got gunned down by the mercs

9:54 PM: Back to alcoholic teddy!

9:54 PM: Mercenaries have knives… they gon’ cut ya!

9:55 PM: At least the fight scenes look pretty good

9:55 PM: nice animation, actually pretty slick

9:55 PM: And the fun is over

9:56 PM: Apparently, the sperm beasts are mouths on… a vaginapus? ‘_’ wtf, Japan

9:56 PM: “Are you hurt little girl?” Uhhh, that’s not… oh screw it -_-

9:57 PM: Yay! Doomsday device is coming to live!

9:57 PM: to life, too!

9:57 PM: And the vagoopus is angry

9:58 PM: Obvious plot twist again - Kyrie can activate the magic death ball

9:59 PM: And they’re off to new adventures!

9:59 PM: The bear’s gonna cut a bitch

9:59 PM: “What do we do now?” “We’re going to destroy the world!”

9:59 PM: FINALLY the end credits. :)

10:01 PM: Actually, a pretty nice soft rock melody..

10:02 PM: Looks like it’s Memory of the Wind ~to the end of the world~ by Aimmy

10:03 PM: Verdict: This. Show. SUCKS.

10:04 PM: Absolutely STUPID plot, crappy characters, and cringeworthy writing all come together for this one.

10:04 PM: You really couldn’t pay me to watch more of this.

10:05 PM: I mean, sheeze, Sega… why couldn’t you just be awesome and commission an anime based on Phantasy Star 4? That would’ve been awesome.

10:06 PM: sigh… Oh well. I feel sorry for the poor soul who happens on this turd.

Sands of Destruction is is distributed in America by FUNimation.

Thanks to FUNimation for providing a review copy!

Toonami: A Victory for the Market’s Kings

Over the past eight days, we’ve seen one word begin to overtake the general narrative: Toonami. With the block’s launch in just three days, it’s become the center of any anime conversation, eclipsing the regular murmurs that tend to come about in the anime industry. Corporate shake-ups, labor disputes, even this week’s releases of Dragon Age and Arrietty went unnoticed in general conversation, as people eagerly chattered about the knowns and unknowns of Adult Swim’s new-old block.

In this day and age, it’s rare to see such conversations around good news. Much of the narrative focuses on humanity’s tendency to focus on the negative of a situation. Stories like the recent unpaid overtime lawsuit against Studio Easter and the stepping down of Kaze founder Cedric Littardi would have the spotlights shown on them, as people ponder ceaselessly about the ethics of the anime industry, or the health of the European market. We’d hear speculation of corporate futures and frantic (or cynical) discourse about the present, as people try to figure out just what went wrong.

And, in the grand scheme of things, this isn’t bad.

The overwhelming dialogue about Toonami points to an excited market. People are so eager to get their hands on what Adult Swim is offering, that they’re willing to predict, plan, and discuss the night that Toonami finally does launch. We all know it’s not a major departure from the current offering. We all are aware that there are but two new programs in a sea of repeats. However, that doesn’t matter. However, Toonami today represents, more than anything, the fact that the customer’s voice matters. It matters little whether or not the decision was made months before, or if the Bring Back Toonami campaign was more than an advertising gimmick. It doesn’t matter that the lineup is familiar or that the schedule still loops at 3:00. At the moment, Toonami stands for an ideal.

Toonami today is a manifestation of the idea that the customer is right. It’s the affirmation that can-do spirit and positive reinforcement can potentially sway faceless entities, and that entire schedules can change in mere weeks, if the market demands it.

Toonami embodies and embraces the very idea that the customer is the king.

As the sun begins its descent on Saturday evening, I expect the chatter to increase steadily, as the premiere grows closer. I wouldn’t even be surprised if some Toonami-related hashtag trends for its initial duration. Subsequent weeks will be interesting to monitor indeed, as I doubt the initial ratings burst will be matched in subsequent weeks. However, on this opening night, many viewers will breathe a silent sigh of victory. Saturday night will be theirs. It will be the night where they reclaim their titles as true ruler of the market.

Review: Bubblegum Crash

While some sequels, such as The Empire Strikes Back or Aliens, exceed expectations to deliver a memorable experience, there are many that just miss the mark. In the case of Bubblegum Crash, the situation is particularly tragic since all of the major elements are present, but just enough of the finer points are missing to cause discomfort. Bubblegum Crash, despite being decent OVA, only proves to disappoint as a follow-up to Bubblegum Crisis.

Bubblegum Crash can be viewed as the finale to Bubblegum Crisis, as it provides much-needed closure that Scoop Chase, the final episode of Bubblegum Crisis, seemed to lack. The series picks up the loose threads of the overreaching arc that the original Bubblegum Crisis dropped after episode six. The series comprises three, loosely-connected episodes that focus on a mysterious entity’s pursuit of a top-secret AI, as well as the growing Boomer presence that MegaTokyo is experiencing. Everything finally boils down to a somewhat anticlimactic showdown between the Knight Sabers and Largo.

While the show’s progression is fairly predictable, there are a few segments that show some of the charm that oozed from the original series. In particular, the second episode, Geo Climbers, revolves around Priss as she escorts ADAM - a sentient boomer that sports experimental AI - through the slums of MegaTokyo. Through the episode, viewers get a rare, intimate look at Priss as she develops an attachment to ADAM. While the plot progression is predictable, the chemistry between ADAM and Priss makes the episode particularly touching.

Much like the plot, Bubblegum Crash’s soundtrack proves to be a disappointment in the light of its predecessor. Since Kinuko Oomori was unable to return due to contractual obligations, AIC had to hire a replacement. Ryoko Tachikawa, newcomer to voice acting, and one-show wonder, took her place. While her raspy voice was fitting to the character, it left AIC without a hit singer to provide the insert songs. As a substitute, they included a number of generic electronica tracks. Only four vocal themes can be found in the OVA: one serves as the opener, and the rest provide closing themes for the OVA’s three episodes. The lack of variety makes the entire musical score seem somewhat stark and bland when contrasted with the hardsuit-fueled action onscreen.

Outside of the rare touch of brilliance, Bubblegum Crash can be described simply as “forced, and a bit awkward” as the series rushes toward its climax. Most of the major elements are present, but something still seems to be missing from the final product. However, while the title as a whole is fairly disappointing, it does offer a definite ending to the Bubblegum Crisis 2032 saga. Those wanting another fix of the Knight Sabers would be better served by the vastly superior Bubblegum Crisis: Tokyo 2040.

Adult Swim Reveals Toonami Lineup

Earlier today, Adult Swim announced the lineup for Toonami’s first night of broadcast. The block will kick off on May 27 at midnight, with the following titles:

  • 12:00 AM: Bleach
  • 12:30 AM: Deadman Wonderland
  • 1:00 AM: Casshern Sins
  • 1:30 AM: Fullmetal Alchemist: Brotherhood
  • 2:00 AM: Ghost in the Shell: Stand Alone Complex 2nd GIG
  • 2:30 AM: Cowboy Bebop

Adult Swim Vice president of strategic marketing and former Toonami producer Jason DeMarco confirmed the schedule via Twitter. He added that they would not show titles like Naruto or Dragon Ball Z because “the rights to those shows are owned by our competition or are out of our price range.” DeMarco continued, stating that “[s]omething you should know about THIS Toonami: We have very, very little [money]. This experiment will need ratings success to receive more funding for new shows, more Tom animation, etc. I’m thankful for the [cash] we’ve gotten, but it isn’t a lot.”

DeMarco also clarified that the “new original anime programming” previously mentioned did not refer to co-productions or original shows. Instead, the term referred to new title acquisitions. He stated that he “love[s] One Piece and would love to see it on CN again” along with Gundam Wing. Panty & Stocking with Garterbelt, Fairy Tail, and Inuyasha: The Final Act are some of the “many shows we’ve been looking at”

[caption id=”attachment_3865” align=”alignright” width=”300” caption=”Disruptive innovations have great value proposition for their cost, in the greater market.”][/caption]

Before we begin, let me ask a question to test your memory. What is the hallmark of a disruptive product?

That’s right: a disruptive product is a crappy product aimed at crappy customers. Or, to define the term in Christensen’s terms, disruptive products “create a new market by applying a different set of values, which ultimately (and unexpectedly) overtake an existing market.” Examples of such products include Ford’s Model T, which gave rise to the assembly line and affordable vehicles, and Nintendo’s Wii console, which dominated the market with a simple, approachable gaming experience despite having lower specs than its competitors.

Adult Swim is, by any stretch, a crappy product to the established market. Already, complaints about the block are echoing on social media. “Why are they showing FMA again?” “Haven’t we seen enough Cowboy Bebop?” While, at the same time, ignoring that these two shows are highly profitable for the network, even though Cowboy Bebop’s aired for eleven years. At the same time, the group is looking into new content, and working with distributors to nab content that will hopefully entice the detractors to hold their nose and flip to the network.

Casshern and Deadman Wonderland are interesting picks, in this regard, as both are compelling titles that have the potential for broad appeal. Both shows are darker than the typical fare from the network, which has often resorted to soaring epics like Moribito or shonen titles like Kekkaishi. Instead, the new programming seems to channel the more experimental fare (for the network, at least) from the network’s early days, when they would run installments of programs like Witch Hunter Robin, Wolf’s Rain, and .hack//SIGN. Deadman Wonderland will be the true wild card of the bunch, though, as it will be not only a new title, but a premiere, as well. The show, which was acquired by FUNimation last year, will see its English dub debut during the block. Out of the initial lineup, it has the best chance of drawing the established base to the couch, while enthralling the interested newcomers alike.

At the moment, though, it’s anybody’s guess as to whether or not the new Toonami will be a success. At first glance, the block has the potential to be a surprise disruptive win for Adult Swim. However, there is still the chance that the greater market will pass, and that the experiment could end up a failure. It will be interesting to see whether Toonami can swim once again, or if it will merely sink to the realm of failed memories and washed up revivals.

The Enthusiast’s Dilemma

Earlier tonight, I found myself wrist-deep in a Dreamcast system, fiddling with connectors as I replaced the unit’s disc drive. Granted, it’s easier to just buy a new unit, but I take great pride in my hardware. It’s the unit that saw me through everything form Sonic Adventure to Sakura Wars, Cannon Spike to Crazy Taxi. The sentimental value has led me to be loath to want to give it up.

Sometimes, being an enthusiast means getting your hands dirty, going above and beyond what many would consider strange to the casual observer. Many of us spend ungodly amounts of money on our hobbies, be it DVDs, video games, or even books. We’ll go to extremes to get what we want, from hunting at auctions for first-edition hardcovers, or modding our game consoles to play imported titles. We love what we do, and we’re dedicated to our hobbies to the point that little will sway us from our interests. In the business world, we are the group that businesses try to court extensively. We are the current sneezers, the ones who can make or break a product’s reputation before it even hits the domestic market.

At least, that’s what we’ve come to expect.

Over time, the deepest of the core becomes increasingly insular. They more they are catered to, the more they come to expect such treatment. Marketing becomes more specialized, and jargon becomes part of the regular lexicon. As a side-effect, the average customer is repelled, as it becomes increasingly apparent that the market is focusing less on him. At some point, the market will have to right itself.

If anyone remembers when anime was growing the market, we saw a period in which everything was fair game. Networks experimented with titles from CLAMP, to Sunrise. Viewers were exposed to heroes like Sailor Moon, Spike Spiegel, and Gene Starwind, as they sought the Next Big Thing.

“But all of those shows were edited!” you may snort. And yes, you would be right. Anime was, and still is edited for American TV consumption. It’s the very nature of broadcast that leads to such alteration. Well, broadcast and an over-cautious cutting room.

However, that’s not the point1.

The real point is that moves like that served as gateways. Reaching out to the masses with accessible content piqued interests, and ignited imaginations. It pulled viewers into worlds where the impossible was somehow possible, and anything one would imagine could suddenly come to be.It created anime fans, and it helped to build the very foundations that we’ve all looked upon for the past decade.

The recent Toonami announcement re-ignited some of this passion in the greater market. Because, for the first time in a while, it would be THEY who are served, and THEY who become the kings once again. THEY would be able to spread the word of new, exciting content. The enthusiasts will kick, scream, and threaten. They’ll gnash their teeth and yell profanities for ruining THEIR hobby… but the market will be happy.

And, when the customer wins the enthusiasts win, at the same time.

1: Well some could argue the cons, but so long as access to the un-edited material is assured, it is difficult to argue the cons.

Finding Anime’s Job: A Brief Intro

In the Blue Ocean business world, a blue ocean product must fullfill a need. It must do something that is either unserved or under-served by the current offerings in the market itself. For example, [yellowtail] fulfilled a need by offering a low-priced, pleasant-tasting wine that retailed for below the market average. Nintendo fulfilled a need by offering a video game system that was approachable and based on the heritage of the arcades.

So, with this in mind, what is anime’s job?

Before you answer, dear reader, we know the obvious answer of “entertainment.” We know the primary job of anime is to entertain the masses, and to enthrall viewers enough to sell product. However, what job does it do in that scope? What needs are fulfilled, what market does it serve, and what aspects of this market can translate to that of the larger market?

It’s a difficult question to answer, but one that warrants a look. As we continue forward, in this period where news tends to bubble from convention to convention and a Toonami moment only occurs once in a blue moon, I’d like to revisit it from time to time. Hopefully, as we delve deeper, we can tie our findings into the rest of our Blue Ocean studies, and continue to refine our strategy diagrams to a point where we do find that perfect strategy.

I do hope that you will join us on this excursion, dear reader.