November 14, 2024

Live Commercials Coming to ‘Late Night’

For almost four decades now, a late-night NBC show has begun with the words, “Live from New York, it’s Saturday night.” Beginning late Thursday night — early Friday morning, to be technical — another late-night NBC show will revisit a popular concept from long-ago television, live commercials.

In a deal with the Lexus division of Toyota Motor, NBCUniversal, part of Comcast, will run live commercials for the next four weeks during the Thursday night episodes of “Late Night With Jimmy Fallon.” The commercials will be produced in real time, with the aid of social media, as viewers suggest ideas for the spots that will be performed by improvisational comedy troupes.

The deal, for undisclosed financial terms, is being called “It’s Your Move After Dark,” and will be promoted by NBC on late-night programs Wednesday night.

The deal is emblematic of the efforts that media companies and marketers are making to keep consumers from zipping through, zapping or avoiding traditional peddling tactics like commercials. The idea of live spots, created in real time through viewer suggestions in social media, sounds like something that will pique the curiosity of viewers of late-night TV, particularly younger men and women.

Here is how the deal is supposed to work. During an early commercial break in the “Late Night” episode, viewers will be asked to propose ad concepts through social media platforms like Facebook, Tumblr and Twitter, using the hashtag #LexusIS. (The live spots are intended to help Lexus introduce the 2014 IS model.)

Then, during the last commercial break of the episode, members of one of four improv troupes — Fun Young Guys, Magnet Theater Touring Company, MB’s Dream and Stone Cold Fox — will perform a spot based on or inspired by the audience’s submissions. The performances will come from under the Brooklyn Bridge rather than the NBC studios in Rockefeller Center.

NBCUniversal executives say there will be two commercials created during each of the next four Thursday nights/Friday mornings, one when the episode of “Late Night” appears in the Eastern time zone and one when the episode is shown in the Western time zone. The actual episodes will be taped, as “Late Night” typically is; the spots will be live islands in a sea of taped television.

Live commercials were once mainstays of TV, especially during NBC programs like “Today” and “Tonight.” Marketers like Polaroid and Timex took advantage of the spots unfolding in real time to offer viewers dramatic demonstrations of photographs developing “instantly” or how a watch could take a licking and keep on ticking.

In one vintage Polaroid spot, the NBC variety show host Perry Como seems to anticipate by decades the arms-out gesture of cellphone camera users when he simulates taking a photograph of himself — a “selfie” — with the actor Don Ameche, the Polaroid spokesman.

Article source: http://www.nytimes.com/2013/09/19/business/media/live-commercials-coming-to-late-night.html?partner=rss&emc=rss

DealBook: Japanese Manufacturers Help Save Chip Maker Renesas

Renesas Eletronic's advanced microcontroller chips are seen as important to Japanese industry.Yuriko Nakao/ReutersRenesas Eletronic’s advanced microcontroller chips are seen as important to Japanese industry.

TOKYO — When a magnitude 9 earthquake knocked out a chip-making factory at Renesas Electronics, Toyota Motor and other manufacturers dispatched hundreds of workers to help get the plant in northeastern Japan running again.

On Monday, some of Japan’s largest manufacturers pitched in again, contributing to a $1.8 billion bailout of the struggling company.

In a statement, Renesas said eight Japanese manufacturers, including Canon, Nikon, Nissan, Panasonic and Toyota, would contribute about $145 million to the deal. A government fund, the Innovation Network Corporation of Japan, will provide the rest of the aid.

The effort underscores the importance of the company’s advanced microcontroller chips to Japanese industry and the country’s reluctance to give the technology to foreign players.

The capital injection will help Renesas increase spending on the advanced microcontrollers used in cars and electronic devices, the company said. To prop up its finances, Renesas, which is based in Kawasaki, had requested an additional 50 billion yen, or $606 million, from the government.

Although Renesas rebounded swiftly from the quake and tsunami that struck Japan last year, it has been less successful in dealing with rivals like Samsung Electronics of South Korea. As Japan’s major manufacturers have stumbled in the face of tough competition and a slowing global economy, Renesas has struggled to turn a profit. On Monday, Renesas forecast a net loss of 150 billion yen for the 12 months through March 2013, after losing 62.6 billion yen in the previous 12 months.

Shares in Renesas rose 3 percent to close at 308 yen in Tokyo on Monday. The company has lost 35 percent of its market value this year.

The industry is under pressure in Japan. Elpida Memory, a Japanese manufacturer of dynamic random access memory chips, filed for bankruptcy protection in February. Elpida is being acquired by Micron Technology, a chip maker based in Boise, Idaho.

Despite the industry challenges, Japan wants to maintain control of Renesas.

In August, reports surfaced that Kohlberg Kravis Roberts Company, the American private equity firm, had offered to invest as much as 100 billion yen in Renesas, which sent the company’s shares soaring. But the potential deal also raised concerns about foreign control of a company that supplies many of Japan’s leading manufacturers.

Japan’s reliance on Renesas stems, in part, from the company’s legacy.

In 2003, Hitachi and Mitsubishi Electric merged their semiconductor businesses to form Renesas Technology. Then in April 2010, Renesas joined NEC Electronics, the former semiconductor division of NEC, to create the current company.

As a result, manufacturers that once employed several preferred chip suppliers ended up largely buying products from one, Renesas. In addition to automotive microcontrollers, Renesas supplies specially tailored chips for electronics companies like Canon and Ricoh.

In the bailout plan announced on Monday, Renesas said it would sell 1.25 billion new shares for 120 yen each to the government fund and the Japanese manufacturers, giving them a 69 percent stake in the chip maker. That price represents a deep discount from the company’s closing price of 308 yen on Monday in Tokyo.

The aid package follows 161 billion yen in syndicated loans Renesas secured from four Japanese banks in September, and 97 billion yen it received earlier from banks and its major shareholders. In return for that support, Renesas has promised to sell or close eight of its 18 plants in Japan within three years, and to eliminate more than 7,000 jobs from its global work force of roughly 43,000.

Renesas's Naka factory in Japan. Renesas supplies 40 percent of the world market with a crucial car computer chip.Fuminori Sato for The New York TimesRenesas’s Naka factory in Japan. Renesas supplies 40 percent of the world market with a crucial car computer chip.

A version of this article appeared in print on 12/11/2012, on page B2 of the NewYork edition with the headline: Japanese Companies Help Save Chip Maker.

Article source: http://dealbook.nytimes.com/2012/12/10/japanese-manufacturers-bail-out-renesas/?partner=rss&emc=rss

Ford and Toyota to Work Together on Hybrid Trucks

DEARBORN, Mich. — Ford Motor Company and Toyota Motor said Monday that they would jointly develop a gas-electric hybrid fuel system for pickup trucks and sport utility vehicles aimed at keeping larger models affordable as the automakers work to meet stricter fuel-economy standards.

The companies said they did not plan to collaborate on developing the vehicles themselves, instead using the hybrid system they develop to power separate models under the Ford and Toyota brands. The resulting hybrid trucks would go on sale later this decade, they said, without providing a more specific timeframe.

“Clearly Ford and Toyota will remain competitors,” said Derrick Kuzak, Ford’s group vice president for research and development. “By working together, we will be able to offer our customers more affordable technology sooner.”

In addition, Ford and Toyota said they intended to collaboratively develop new technology for information and entertainment systems in vehicles, with the goal of offering more Internet-based services and useful data to drivers. The companies already are among the industry’s leaders in this area, known as telematics, and their partnership could give them enough leverage to essentially dictate the standards that other automakers use to wirelessly connect mobile phones and other devices to vehicles.

The partnership sprang from informal talks between the chief executives of the two companies, Alan R. Mulally at Ford and Akio Toyoda at Toyota, that began when the two accidentally crossed paths at an airport, according to Takeshi Uchiyamada, Toyota’s executive vice president for research and development. Teams led by Mr. Kuzak and Mr. Uchiyamada began working together in April.

They said many specifics of the deal had yet to be determined. The companies signed a memorandum of understanding Monday and expect to enter into a formal agreement next year, after completing a feasibility study that will help them lay out more detailed plans.

Ford makes the top-selling truck in the United States, the F-150, and Toyota is the leading producer of hybrid vehicles, having sold 3.3 million since introducing the popular Prius car in 1997. Neither company sells a hybrid truck, and other automakers have had little success doing so.

But proposed fuel-economy standards, announced by the Environmental Protection Agency last month, that would require automakers to build dramatically more fuel-efficient vehicles in the years ahead are forcing them to explore more advanced technology. By collaborating, Ford and Toyota hope to reduce the costs and development time of such work and keep hybrid trucks from becoming too expensive or lacking in performance.

“The E.P.A. fuel standards are a big challenge for us automakers,” Mr. Uchiyamada said through a translator. “Trucks and S.U.V.’s are vehicles that the American society cannot do without. This collaboration we are forming with Ford is not only about lowering carbon dioxide but making light-duty trucks and S.U.V.’s more affordable.”

The hybrid system they plan to develop would be for rear-wheel-drive vehicles. The Toyota Prius and Ford’s hybrids, including the Fusion sedan and Escape small sport utility vehicle, are front-wheel drive.

Ford and Toyota have not worked together on product development efforts until now, though such partnerships are increasingly common in the industry. Ford is involved in joint development efforts on some transmissions with General Motors and on diesel powertrains in Europe with PSA Peugeot Citroën.

“This is the kind of collaborative effort that is required to address the big global challenges of energy independence and environmental sustainability,” Mr. Mulally said in a statement.

Article source: http://www.nytimes.com/2011/08/23/business/ford-and-toyota-to-work-together-on-hybrid-trucks.html?partner=rss&emc=rss

Toyota Raises Profit Forecast by Nearly 40 Percent

TOKYO — Citing a quicker-than-expected recovery from Japan’s devastating earthquake, Toyota Motor raised its full-year profit forecast by almost 40 percent on Tuesday, though it warned that a strong yen continued to weigh on its bottom line.

The world’s largest automaker said it expected a net profit of 390 billion yen, or $5 billion, for the business year that ends March 31, 2012, compared to an earlier forecast of 280 billion yen.

The revised estimate came as Toyota posted a 1.1 billion yen net profit for the April-June quarter, a tiny fraction of the 190.4 billion yen it earned a year earlier.

Japanese automakers have staged an impressive recovery from the magnitude 9.0 earthquake and tsunami that hit Japan on March 11, which damaged factories and severed supply chains vital to auto production.

Manufacturers are also contending with electricity shortages brought about by crippled or idled power plants.

Toyota plants in Japan were halted for about two weeks after the quake. In April, the automaker started production at all of its domestic factories, but at a sharply reduced capacity.

Since then, the recovery has been impressive, as parts makers swiftly repaired their factories or switched production lines. Toyota now expects to lose 150,000 units in global output because of the March quake, compared with an earlier estimate of 450,000 units, according to Bloomberg.

Robust sales elsewhere in Asia were also contributing to Toyota’s recovery, the automaker said in a statement.

Still, the dollar’s drop against the yen to near-record lows is eating into profit at Japanese exporters. A strong yen makes Japanese exports like cars and electronics more expensive overseas, and therefore less competitive. The higher yen also erodes the value of Toyota’s overseas earnings when repatriated into the home currency.

Toyota shares fell 0.3 percent to 3,160 yen at the close of trading in Tokyo, before the earnings were announced. The shares have dropped over 10 percent since the quake.

Article source: http://feeds.nytimes.com/click.phdo?i=5e468ac32cc649c9ac5dca73b856c0d4

Toyota Sees Slow Return to Normal

TOKYO — It will take Toyota Motor until the end of the year to return to predisaster production levels, the president of the Japanese automaker said Friday, underscoring the seriousness of supply chain disruptions caused by the destructive quake and tsunami last month.

Though Toyota’s 17 plants in Japan have escaped the disaster relatively unscathed, factory lines are working at only half volume here and at 40 percent overseas, as vital suppliers in Japan’s worst-hit areas struggle to restart operations.

At a briefing for reporters in Tokyo, Akio Toyoda, the automaker’s president and chief executive, said he expected to ramp up production gradually in Japan starting in July, as more parts makers came back on line. Toyota will raise production at its overseas factories a month later, in August, to allow for those parts to arrive from Japan, Mr. Toyoda said.

Production at home and overseas will return to predisaster levels at all factory lines and across all vehicle models by November or December, Mr. Toyoda said.

“The damage has been so wide-spread in this unprecedented calamity that its economic effect is being felt throughout Japan and in every industry,” Mr. Toyoda said. He added that the automaker had immediately dispatched employees to help recovery work at some of its most vital parts makers.

The severe disruptions come as a painful blow to Toyota just as it had appeared set to shake off the effects of a sharp slowdown in sales in the aftermath of the global economic crisis, as well as a scandal over its handling of a spate of recalls. The reduced production also highlights a downside to Toyota’s insistence on making almost half of its cars in Japan and shipping them to overseas markets. Also, its celebrated just-in-time production system, which reduces parts inventories to a minimum, may have made the disruptions worse.

The automaker estimates that it still faces shortages of about 150 critical parts, down from about 500 immediately following the March 11 quake.

Atsushi Niimi, executive vice president in charge of production, said that Toyota had switched suppliers in some cases to speed up the recovery.

He said it had been a bitter revelation to Toyota that its cars, even those produced overseas, still relied so heavily on Japanese parts.

“We need to procure more parts overseas, and we also urge our suppliers to make more forays outside Japan,” Mr. Niimi said. He added that Toyota would diversify its supplier base over all to make its supply chain more resilient. “It’s something we don’t want to think about, but it is something we cannot avoid if we are to continue to do business in a quake-prone country,” he said.

Mr. Toyoda, the company chief, said continuing aftershocks made the outlook uncertain. He declined to comment on the effect of the disruptions on the company’s earnings.

“We just had an aftershock yesterday,” he said. “As these continue, the rapid recovery we’ve seen can come undone. The future is impossible to predict.”

Another concern is the severe energy shortage brought about by the crisis at the Fukushima Daiichi Nuclear Power Station, 225 kilometers, or 140 miles, north of Tokyo, as well as damage to other power plants in the region.

To avert a power supply crunch, the Japanese government initially instructed companies to reduce their energy use by as much as 25 percent. But frantic efforts by utilities to increase power generation at plants outside the worst-hit zones, as well as a public drive to conserve energy, has eased the energy shortfall, allowing the government to lower its directive to 15 percent.

Mr. Niimi, the executive vice president in charge of production, said that Toyota was discussing energy-saving measures with other automakers in Japan, such as shutting production lines during the week and running them on weekends, when more electricity is available.

Still, Mr. Toyoda said, the company was committed to keeping production — and jobs — in Japan.

“Above all, we all love Japan,” he said. “As we face a national crisis, each company must do its part.”

Article source: http://feeds.nytimes.com/click.phdo?i=7c0f3ac23a9ecb8c7795bf3ed781b908