The highly anticipated NHK Taiga drama "Bura Buru" debuted on January 5 to disappointing viewership ratings, capturing only 12.6% average household viewership across the Kanto region, according to Video Research’s findings released on January 6.
Starring popular actor Ryusei Yokohama, the series marks the latest installment of NHK's long-standing Taiga tradition. Unfortunately, it fell short of its predecessor, "Hikaru Kimi e," which premiered last year with average ratings of 12.7%. This places "Bura Buru" at the bottom of the ratings chart, officially recording the lowest premiere ratings for any NHK Taiga drama to date.
Set against the rich backdrop of the Edo period, "Bura Buru" intricately weaves the story of Tsutaya Juzaburo, known as the "media king" of Edo who famously promoted the ukiyo-e artists Kitagawa Utamaro and Utagawa Sharaku. The show, penned by noted screenwriter Yoshiko Morishita, aims to showcase the tumultuous rise of Juzaburo from humble beginnings, grappling with his lack of familial support, financial backing, and artistic talent.
The premiere of "Bura Buru" kicked off with intense imagery, featuring the aftermath of fires and quarrels, emblematic of the period's chaotic essence. The visual storytelling makes for a compelling yet sobering depiction of the era's societal struggles, including the plight of women involved in the pleasure quarters of Yoshiwara, as the characters confront their fates.
Despite being rooted deeply in Japan's historical narrative, the NHK Taiga dramas have been experiencing dwindling average ratings over the years. Following 2021's successes with "Seiten wo Tsuke"—which recorded twenty percent viewership for its premiere episode—the trend appears to have turned quite negative. Each following year has witnessed declines, raising concerns about the franchise's future viability.
This downward trend begs the question of how viewer preferences are shifting, with modern audiences gravitating more toward varied forms of entertainment, including streaming services. Whether the traditional formats can compete remains to be seen.
Individual viewership ratings for "Bura Buru" landed at 7.3% for its opening, indicating challenges not only against its direct competition but also the broader entertainment environment. These figures suggest viewers are perhaps seeking more engaging or accessible narratives, leading to dwindling engagement with traditional historical programming.
Reflecting on previous series, the 2019 Taiga drama "Idaten: Tokyo Olympic Story" also faced similar complaints about its pacing and storyline, though it managed to score 15.5% during its premiere. By comparison, earlier Taiga dramas have historically garnered far superior attention, as evidenced by the peak ratings recorded by "Seiten wo Tsuke."
NHK faces the continual challenge of adapting its historical narratives to keep audiences engaged as viewership declines year on year. The results of "Bura Buru" pose questions about the evolution of storytelling within the genre. Fans of traditional historical dramas will be keeping watch to see if subsequent episodes manage to capture the audience’s attention more effectively than the tragic premiere.
Key industry insiders speculate about the potential need for revitalization within the Taiga structure to cater to contemporary viewers. Moving forward, it will be intriguing to see how NHK chooses to navigate these challenges, potentially reformulating its approach to storytelling amid the changing tide of digital media perspectives.
Overall, "Bura Buru" may have started with disappointing ratings, but the series offers rich narratives steeped in history, underscoring the essence of Edo life. With time, it remains to be seen how audiences will respond to future stories shared through the lens of this eager new cast.