Minister of Internal Affairs and Communications Kunio Hatoyama, 60, on Monday unveiled the new character that will promote the switch from analogue to digital television broadcasts. Hatoyama had some harsh words last week for popular group SMAP’s Tsuyoshi Kusanagi – also the face of the digital TV campaign – after he was arrested for indecent exposure. But he was more supportive on Monday when he said: “I believe Kusanagi will reflect on his actions and bounce back. In his absence we’ll need our new character to do his best.”
According to the National Association of Commercial Broadcasters’ website, the new deer character “Chidejika” was born on Dec 1, 2003, is 2 meters tall and weighs about 15 to 20 kilograms. He is calm under pressure but can be a bit nosy. He likes salad but not the crackers often fed to other deer, and will feature in the association’s commercials and posters from next month.