Although anime still accounts for the bulk of content exports by commercial TV broadcasters, local stations are increasingly using subsidies for travel shows to promote the charms of the country to audiences abroad.

Broadcasters across Japan are seeking new sources of income as revenue from commercials have lost ground to Internet advertising.

The export value of broadcast content in fiscal 2015 rose 58 percent from a year earlier to 28.9 billion yen ($256.5 million), according to the Ministry of Internal Affairs and Communications.

The anime category soared by 74 percent to 20.4 billion yen over the same period, accounting for about 70 percent of the total.

In addition to “Naruto,” “Yu-Gi-Oh!” and other well-known anime, the number of titles streamed for young adults, such as “Elegant Yokai Apartment Life,” has been increasing, according to the Media and Entertainment Business Department of trading house Sumitomo Corp.

While broadcast content is mainly exported to Asia, exports of online distribution rights have risen to a level close to that for broadcast rights.

TV Tokyo Corp., which is strong in anime, led the field by more than doubling the export value of its broadcast content in the business year ending in March 2017 from the previous year.

The broadcaster forged a business tie-up with a U.S. streaming company in 2009 and with a Chinese streaming service provider in 2011.

Local broadcasters are also looking overseas for revenue, with some help from the government.

Over the past five years, the Ministry of Economy, Trade and Industry has spent about 31 billion yen to subsidize half of the costs for subtitle production, advertising and other efforts to promote Japanese content, which also includes movies and video games, in overseas markets.

Since fiscal 2013, the communications ministry has also heightened efforts to provide subsidies for projects to co-produce TV programs with foreign companies. One goal of the plan is to increase the number of tourists to Japan who have seen the shows.

“With advertising revenue expected to hit a peak, some local broadcasters are accelerating overseas expansion as a content strategy,” said Takashi Uchiyama, a professor of economics at Aoyama Gakuin University who is well-versed in international distribution of video content.

Oita Asahi Broadcasting Co. since 2015 has been producing a tourism information program themed mainly on “onsen” hot springs that has been shown in Thailand, Taiwan and Hong Kong.

Hokkaido Television Broadcasting Co. aired a tourism program titled “Hokkaido Hour” on satellite broadcasting for Asia in 1997. Tourists from Taiwan and elsewhere visited Japan’s main northernmost island after watching the show, according to the broadcaster.

Sapporo Television Broadcasting Co., which has also exported travel shows, called on local broadcasters also affiliated with Nippon Television Network Corp. to establish an alliance in 2014 to co-produce a travelogue program. Currently, 27 stations are working together on the project.

And after San-in Chuo Television Broadcasting Co. showed a cruise tourism program in Singapore and the Philippines in the business year ending in March 2016, the number of foreign cruise ships calling at Sakai Port in Tottori Prefecture increased by 40 percent from the year before to 33 in 2016.

Bukkyo University professor Goro Oba, who is acquainted with exports of TV programs, said: “Internet streaming has the potential to continue to expand. However, it’s not always true that fans of Japanese anime and TV dramas also like Japan. It is important to view such trends in a way that is neither optimistic nor pessimistic.”