TV Asahi has officially begun considering the full-scale implementation of Veo, Google Cloud’s latest video generation AI, into its terrestrial broadcasting content production. This initiative is being spearheaded by the AI Promotion Department, a cross-functional specialist organization established in the summer of 2025. As a pioneering case of generative AI utilization within Japanese mass media, the move has garnered significant industry attention for its scale and strategic depth.

A standout feature of the implementation process was the company-wide Generative AI Video Contest, which invited participation from all employees. This initiative drew over 50 submissions from a diverse range of staff, including both creative production teams and back-office departments. The primary goal was to allow employees to experience the creative potential of AI firsthand while improving their literacy regarding AI-specific risks, such as copyright and usage guidelines, through practical application rather than theoretical study.

Veo was selected from various AI models due to its exceptional visual quality and the clarity of rights management for commercial use—a critical factor for a public-facing broadcasting platform. By utilizing Veo, TV Asahi is creating an environment where complex visual expressions that previously required large-scale sets, overseas locations, or expensive CGI can now be produced efficiently using a single PC. This shift is expected to significantly lower the barriers to high-end visual storytelling.

Simultaneously, the broadcaster is prioritizing governance by developing a proprietary internal tool equipped with prompt structuring and log management functions. This system ensures consistent quality control and compliance across the entire organization without relying solely on individual technical skills. Currently, the company is accelerating tests for specific use cases, such as background footage for dramas and reenactment segments for variety shows. Looking ahead, AI is expected to evolve from a mere assistant into a creative partner involved from the planning stages, potentially transforming the very nature of program production.

TV Asahi has officially begun considering the full-scale implementation of Veo, Google Cloud’s latest video generation AI, into its terrestrial broadcasting content production. This initiative is being spearheaded by the AI Promotion Department, a cross-functional specialist organization established in the summer of 2025. As a pioneering case of generative AI utilization within Japanese mass media, the move has garnered significant industry attention for its scale and strategic depth.

A standout feature of the implementation process was the company-wide Generative AI Video Contest, which invited participation from all employees. This initiative drew over 50 submissions from a diverse range of staff, including both creative production teams and back-office departments. The primary goal was to allow employees to experience the creative potential of AI firsthand while improving their literacy regarding AI-specific risks, such as copyright and usage guidelines, through practical application rather than theoretical study.

Veo was selected from various AI models due to its exceptional visual quality and the clarity of rights management for commercial use—a critical factor for a public-facing broadcasting platform. By utilizing Veo, TV Asahi is creating an environment where complex visual expressions that previously required large-scale sets, overseas locations, or expensive CGI can now be produced efficiently using a single PC. This shift is expected to significantly lower the barriers to high-end visual storytelling.

Simultaneously, the broadcaster is prioritizing governance by developing a proprietary internal tool equipped with prompt structuring and log management functions. This system ensures consistent quality control and compliance across the entire organization without relying solely on individual technical skills. Currently, the company is accelerating tests for specific use cases, such as background footage for dramas and reenactment segments for variety shows. Looking ahead, AI is expected to evolve from a mere assistant into a creative partner involved from the planning stages, potentially transforming the very nature of program production.