[Free Webinar] The Role of Media Goes Beyond "Information" - The Expansion and Change of Value Seen from 4 Roles

Dentsu Macromill Insight, Inc. (Headquarters: Chuo-ku, Tokyo; Representative Director and President: Naoyuki Manabe; hereinafter "Dentsu Macromill Insight") will rebroadcast the free webinar "The Role of Media Goes Beyond 'Information' - The Expansion and Change of Value Seen from 4 Roles," co-hosted with Dentsu Inc. (Headquarters: Minato-ku, Tokyo; Representative Director, President and CEO: Chisato Matsumoto).

The existence value of media is no longer limited to simply "delivering information." Along with changes in people's interests and life consciousness, its role is expanding to "emotional support," "encouraging action," and "connection with society."

The Dentsu Media Innovation Lab and Dentsu Macromill Insight focused on the changing relationship between consumers and media, and conducted an "Actual Media Usage Survey" targeting 2,800 people [from Generation Alpha to seniors].

Based on the survey results, we organized the purposes and values of media usage, systematized its roles into 4 functions (delivering information / supporting hearts / changing behavior / creating society), and explained them in this webinar, which will be rebroadcast due to popular demand. In this rebroadcast, you can view the exact same content as the initial broadcast via recorded stream.
It is recommended not only for first-time participants but also for those who want to review the content or are considering sharing it internally.

Participant Voices (Excerpt)
- Differences in values across generations and differences in expectations for media became clear.
- It served as a valuable guideline when thinking about what media should be in the future.
- The explanation based on survey results was highly persuasive and deepened my understanding.

Program Content
- The "4 roles of media" sought by consumers
- "Value priority points" that differ by generation
- Implications for future media and communication

This webinar is recommended for the following people:
- Those who want to understand changes in consumer media contact and values
- Those involved in planning and strategizing for advertising, media, and content
- Those involved in marketing, branding, and communication work
- Those who want to think about how to create "empathy" and "social value" in brand and corporate messaging

Webinar Overview
- Title: The Role of Media Goes Beyond "Information" - The Expansion and Change of Value Seen from 4 Roles
- Date & Time: May 20, 2026 (Wed) 12:00 PM - May 26, 2026 (Tue) 10:00 PM
* You can watch the 1-hour webinar video at any time during the period.
- Application Deadline: May 19, 2026 (Tue) 2:00 PM
- Format: Online Streaming
- Participation Fee: Free
- Application URL: https://www.dm-insight.jp/seminar/seminar-arch-media260520/

Speaker Profiles
Akira Miwa / Dentsu Inc., Dentsu Media Innovation Lab, Chief Researcher
Engaged in research and consulting for government agencies, manufacturers, ICT companies, and universities. Formulates R&D, business, and product development visions in the telecommunications field. Supports consensus building for government agencies, industry organizations, and media companies through demand forecasting for broadcast catch-up services, simultaneous distribution, and e-book markets. While working on extracting insights and supporting idea generation from large amounts of data such as Voice of Customer (VOC), he researches consensus building on SNS as a "speaking media" due to changes in the media environment and support for extracting insights and planning from market changes.

Mariko Morishita / Dentsu Inc., Dentsu Media Innovation Lab, Chief Researcher
Engaged in research on the impact of technological innovation on the information media market from the perspective of audience trends. Has conducted numerous domestic and international surveys on changes in the TV viewing environment, such as receptivity to broadcasting digitalization, the spread of HDD recorders, and internet connection of TV receivers. Also conducts audience research in collaboration with academia, such as joint industry-academia research projects on the media experiences of infants and children. Widely disseminates information on consumer media contact trends through lectures and writing activities.

Naofumi Imaizumi / Dentsu Macromill Insight, Inc., Business Development Dept., Account Lead Group, Group Manager / Director of the Human and Life Research Institute
Joined Dentsu Macromill Insight in 2012. Since then, has been engaged in a wide range of fields including FMCG, finance, housing, food service, and home appliances. Specializes in discovering consumer insights directly linked to decision-making, and handles everything from various analyses to communication planning seamlessly. As the Director of the Human and Life Research Institute, he is also involved in projects such as generational research, desire research, and future foresight.

[Inquiries regarding this release]
Dentsu Macromill Insight, Inc., PR Team
Email: dmi_pr@ml.dm-insight.jp