This article follows the 2 factors that led former TV Tokyo announcer Morita Kyounosuke (森田京之介) to decide to change jobs, as well as the process behind Toyota Motor Corporation’s shift toward company-owned media. It records only the key developments involving Morita in chronological order, including what happened after he changed jobs, the launch of Toyota Times’ sports coverage, and how Shoma Uno’s retirement press conference was communicated.
Morita Kyounosuke (森田京之介), a former TV Tokyo announcer, cites 2 factors behind his decision to change jobs: his aspiration to have a business of his own and his desire to pursue a role on the “communicating” side. He says a major motivation was recognizing, while assigned to New York at the time, the importance of telling the stories of Japanese cars and Japanese companies amid economic reporting that portrayed Japan’s corporate presence as steadily diminishing.
The career change came about through a recruitment agent, and he decided to join Toyota Motor Corporation. After joining, he took on work related to Toyota Times’ content production, drawing on his previous communication skills while working primarily in public relations. Following initiatives that preceded the Toyota Times Broadcast Department, he had increasing opportunities to cover and stream sports.
During the Olympic and Paralympic period, he launched a 30-day live broadcasting project under the name Toyota Times Sports, establishing an approach that conveyed information surrounding athletes from the perspective of supporting them. In areas beyond sports as well, the company strengthened its position as an owned-media outlet by covering Shoma Uno’s retirement press conference in a hybrid format combining a live stream and a question-and-answer session.
As of 2026, efforts are moving forward to enhance Toyota Times’ news value, creating opportunities to report in ways connected to the story of Uno’s future activities. Through the perspective of “work for someone,” Morita is said to play a role in deepening the connection between owned media and corporate public relations.