Unless you're a big fan of natto, those sticky fermented soybeans, you probably didn't pay much attention to Kansai Telecasting Corporation's (KTV) sudden apology Jan. 20 for misinformation that was given on one of its variety shows. Anyone who watches TV regularly has probably developed the ability to sniff out exaggerations, and on the surface the show's mendacity hardly seemed like something to get worked up about.
"Hakkutsu! Aru Aru Daijiten II" is broadcast on the Fuji TV network and often gives health-related advice. The Jan. 7 installment promoted natto as a dieting aid, providing test results and testimonials to the effect that if you eat two packages of the stuff every day you can lose weight. Immediately, there was a nationwide rush on natto. Manufacturers were hard put to keep up with demand and reported that they were receiving three times the usual number of orders.
It's a common belief in the media that anything having to do with dieting automatically boosts ratings and sells magazines, so it wasn't surprising that Shukan Post jumped on the bandwagon and ran a feature about the miraculous slimming power of soybeans in its Jan. 26 issue. The Post's rival, Shukan Asahi, wasn't as gullible. In its own Jan. 26 issue, the magazine ran an article titled "Is a natto diet really effective?" and it picked apart claims made on "Hakkutsu."