As a result, NTV installed 55 street TVs in the Kanto area in an effort to broaden the advertisement impact.

[4]: 36  This program was a huge success, attracting 8,000 to 10,000 people to watch sports broadcasts such as professional baseball and sumo wrestling.

[4]: 43 Plans for the expansion of Nippon Television to the whole of Japan weren't continued due to its given license being restricted to the Kanto area only.

The four commercial television stations that existed at the time broadcast a special program called The Coming Year (which ran until the end of the Showa era).

In December 1958, NTV introduced videotape recording in a one-off drama series using American RCA 2-inch quad tape.

[7]: 14–17 [4]: 127  In December of the same year, NTV aired Japan's first color VTR broadcast Perry Como's Kraft Music Hall from NBC (United States).

[4]: 159  On November 22, 1963, using a communication satellite relay, NTV conducted the first black-and-white TV transmission experiment between Japan and the United States during coverage of the Assassination of John F.

[10] On July 1, 1966, The Beatles' concert at the Nippon Budokan, part of their Japanese tour, was shown in color on NTV (prerecorded on tape), with the viewing rate reaching 56 percent.

[10] After the death of Matsutaro Shoriki on October 9, 1969, Nippon TV and NHK agreed to integrate signal transmission facilities in the Tokyo Tower.

[4]: 202  In April 1970, Nippon TV's color programs accounted for 76.4% of total broadcast time, ahead of NHK which was second with 73%.

[4]: 211 However, during this period, due to the economic depression in Japan and the discovery of falsification of financial reports by the Ministry of Finance, Nippon TV was in a state of recession.

[4]: 318–319  This led Kobayashi Shoriki to launch business reforms to promote the outsourcing of program productions[7]: 63–64  and decided to build a new headquarters which enabled them to turn losses into profits in 1972.

[7]: 42  On January 14, 1973, NTV airs the live satellite relay in Japan for Elvis Presley's concert in Hawaii, U.S.A. On October 8 & 15, 1975, the classic film Gone with the Wind makes its world television premiere on NTV (Part I on the 8th, Part II on the 15th), about 13 months before NBC airs the film in North America.

[7]: 84, 92 Hayao Miyazaki of Studio Ghibli, Inc. designed Nippon Television's mascot character Nandarō (なんだろう, lit.

[12] After entering the 90s, although ratings of its Nippon TV affiliates increased, advertising revenue decreased in 1992 due to the collapse of Japan's bubble economy.

[7]: 98  The number of Nippon TV affiliates increased to 30 after Kagoshima Yomiuri Television started broadcasting in 1994.

[7]: 82–83  In 1992, after Seiichiro Ujiie (former journalist at the Yomiuri Shimbun) became president of Nippon TV, the broadcaster carried out major changes in its programming,[7]: 101–102  such as adjusting its late night news programs to air earlier than its rivals,[7]: 104–105  and ending certain primetime variety shows to boost ratings.

[7]: 2–5, 13  Earlier, it had attempted to replace its afternoon wide show with a comedy programs to compete with its rival networks.

[7]: 133 On April 30, 2003, Nippon TV held a completion ceremony at its headquarters in Shiodome, Tokyo, which it took 7 years to build as part of its 50th anniversary from its opening.

[25] In 2015, Nippon TV (alongside the other 4 commercial broadcasters in Japan) launched TVer, its free on-demand service.

[27][28] In September 2020, Nippon TV, alongside PricewaterhouseCoopers, collaborated to create a system that uses artificial intelligence to predict audience ratings,[29] which was first trialed on its movie block, Friday Roadshow.

[7]: 54 On August 28, 1992, as part of its 40th anniversary, Nippon Television invited Hayao Miyazaki to design its first mascot.

[7]: 54 For details, see 日本の放送局所の呼出符号#JO＊X_2 (in Japanese) In addition to terrestrial broadcasting in the Kanto area, NTV broadcasts and supplies the following pay television channels: After the launch of Japan News Network in April 1960,[9]: 15  a new group of networks was supposed to be formed between Sendai Television, Nagoya TV, Nippon TV, and Hiroshima Telecasting in 1962.

It has also produced and broadcast popular anime series like My Hero Academia, Claymore, Death Note, Hajime no Ippo, Magical Emi The Magic Star, Orange Road, as well as Detective Conan and Inuyasha (which are produced through its Osaka affiliate, Yomiuri TV).

Nippon Television announced on February 8, 2011, that it would make the anime studio Madhouse its subsidiary after becoming the primary stockholder at about 85%, via a third-party allocation of shares for about 1 billion yen (about US$12 million).

[45][46] On January 29, 2014, Nippon Television announced that it will purchase a 54.3% stake in Tatsunoko Production and adopt the studio as a subsidiary.