Bridging Tech and Global Media between SXSW and CES

Conversation with TBS's Tomomi Nagayama

Author

PaulnJoseph K.
May 04, 2025

Following SXSW 2025, I reconnected virtually with Tomomi Nagayama, Technology Evangelist at TBS (Tokyo Broadcasting System), from her home in Tokyo. About a month after our initial meeting in Austin, this conversation delved deeper into global media strategies, technology trends, and business insights.

CES vs SXSW: Navigating Business and Creative Frontiers

Having experienced both Las Vegas CES and Austin SXSW, Nagayama articulates the distinct nature of each event:

"At CES, you have substantive business discussions. The attendees are decision-makers who can implement technology or establish partnerships. SXSW, on the other hand, resembles more of a creative festival. While researchers, creators, and broadcast professionals gather there, it's more about networking than concrete business negotiations."

Despite these differences, TBS has strategically expanded its SXSW presence. The company quadrupled its participation from approximately 10 attendees in 2024 to around 40 in 2025, including research, production, and technical teams.

TBS's Global Strategy and SXSW's Role

"TBS declared 2021 as our 'Global Year One,' and we're currently pursuing various internationalization strategies across the organization," Nagayama explains. She emphasizes SXSW's importance as a platform for TBS's global branding initiatives.

Of particular note is the increased involvement of TBS's content production division, which collaborates with Netflix. "Our content creation team views SXSW as a global showcase opportunity," she says.

2026 Strategy: From Booths to Houses?

When asked about next year's SXSW strategy, Nagayama hints at an intriguing shift:

"In 2026, we're considering replacing exhibition booths with exclusive screenings and research activities. We're also exploring SXSW's unique 'house' culture. Operating an unofficial house where we invite production teams and program developers might be more effective than a traditional booth."

This approach aligns with trends seen across media companies, similar to Netflix's massive studio development in New Jersey – pursuing more direct forms of engagement.

The 2026 World Cup: A Strategic Opportunity

The conversation expanded to cover the 2026 North American World Cup. "The World Cup directly aligns with TBS's strength in sports programming. It's particularly significant that the final will be held at MetLife Stadium in New Jersey."

Nagayama suggests this major sporting event could serve as a pivotal moment in TBS's US market strategy.

At the Intersection of Media Innovation

Concluding the interview, Nagayama touched on her journalism aspirations. "While I'm fulfilled as a technology evangelist, I still cherish my dream of being a journalist. It would be meaningful to serve as an interviewer who bridges global perspectives with local insights."

Throughout TBS's journey in finding its unique approach at global events like SXSW, professionals like Nagayama continue to bridge technology and media, creativity and business.

Closing Thoughts: The Year Ahead

Through its 2025 SXSW participation, TBS is developing an increasingly robust global strategy. Their journey extends beyond mere conference attendance – it's about establishing a distinctive position within the global media ecosystem. As the 2026 World Cup approaches, anticipation builds for the innovations TBS will bring to the table.