Major Japanese free-toair terrestrial networks tend to value major trade shows like MIPTV and MIPCOM as the initial vehicle to promote their relationships with overseas buyers and distributors. Follow up is generally via direct contact from their own sales teams, either from head offices in Tokyo or branch offices abroad. And with little emphasis placed on trade advertising, shows are integral when it comes to showcasing content. Fuji TV the front-runner of all five commercial free-to-air, terrestrial networks in revenue and ratings, regards MIP and MIPCOM the two most important trade shows to promote their programs because the number of visitors to these two showsoutclass others. But Fuji TV uses its own overseas branches in the US, France and UK to push program marketing further, according to Russell Yost, assistant director, international department. “The largest part of our overseas program sales revenues, however,’ explains Yost, “comes from direct sales to overseas clients like terrestrial stations, cable networks.”