These shorts, in turn, became so popular that representatives from the Japanese television network TBS (Tokyo Broadcasting System) approached Broccoli about creating a "Di Gi Charat" television special, for which Sakurai maintained creative control. But Broccoli shifted its focus. The specials usually aired in the mornings, and during spans of time when school wasn't in session, essentially targeting the younger boy demographic and expanding the market for "Di Gi Charat" merchandise, which, by this time, began selling extremely well. To expand the market further, Broccoli introduced Black Gema-Gema Dan, a group of three boys designed to appeal to the female demographic - one is young and feisty, another is a bespectacled defender of justice, and the last is very kind, avuncular type sensitive to people's feelings.

Seven specials eventually made it onto Japanese airwaves - four fifteen minute shorts that ran last summer, one half-hour Christmas special (in which Black Gema-Gema Dan debuted) and two half-hour specials that ran this past spring. Broccoli has hinted that a new "Di Gi Charat" special is on the horizon, for which the new Southern California commercial may offer a glimpse.

But once the initial popularity of Donbo's little creation became apparent, Broccoli hardly blinked before using its new marketing tool in myriad, profitable ways. The merchandise turbines began spinning, spitting out "Di Gi Charat" merchandise ranging from water bottle holders to character costumes - "Di Gi Charat" body pillows, bath crystals, stationary, card games, figurines and a host of other products filled Gamers shelves.

Broccoli also organized elaborate events to promote "Di Gi Charat." The decision to cast amateur voice actor Masami Sanada as Dejiko was made in front of a live audience of well over five hundred people. Upon the introduction of the Black Gema-Gema Dan, Broccoli launched a contest, for girls only, to name the three boys. Three live music concerts were held at Velafare, a well-known club in Roppongi, where Broccoli sold "Di Gi Charat" headbands, glow sticks, hats, T-shirts etc. And the most recent concert was held at Yokohama arena, which seats well over 7,000 people.

The popularity of the "Di Gi Charat" shorts comes with a down side, especially for an anime product that is so self-consciously commercial in nature. At only five minutes apiece, they are a favorite target for computer savvy digital pirates in North America who affix subtitles to the episodes using accessible software and distribute the relatively small video files over the internet.

But through the fansubs, anime fans in this hemisphere have been exposed to this hyper kinetic, characteristically Japanese, surreal satire of the anime style. And, consequentially, a North American "Di Gi Charat" fan base has formed, something that has not evaded the notice of Broccoli executives with their eyes on fresh terrain to replace a Japanese market that they know is waning, and that economic analysts have suggested might recess further.

For the month of July 2001, Akadot, along with OmochaBox, will be holding a "Di Gi Charat" Fan Art Contest! Just click here for the rules and details. Good Luck!