This is the first time Mitsui has handled ad sales, but it has a long-term relationship with NBC parent General Electric. Founded in 1876, Mitsui is one of Japan's largest sogo shosha, or integrated trading company that provides a broad selection of services related to trade and investment.
The NBC group provides 24-hour news and entertainment programs on TV in over 75 countries. In addition to handling NBC's ad sales within Japan, Mitsui will sell air time for Japanese companies wanting to run global ad campaigns on NBC international properties in Europe, the U.S. and Latin America.
Mitsui's target for ad sales in the first year is $4.4m.
Copyright October 1996, Crain Communications Inc.