Dentsu Set To Sweat It Out On ISS

SPACEDAILY

Pocari Sweat's main rival in the Japanese isotonic drinks market is Aquarius Water which is owned by the Coca Cola Company and tastes even better than Pocari does after a night of excessive sake intake.

Tokyo (AFP) Oct 17, 2001
Japan's biggest advertising company Dentsu Inc. said Wednesday it will join the race to do business in space by shooting a commercial for the Pocari Sweat soft drink on the International Space Station.

"This will be the first effort by Japan to shoot a TV commercial in space," Dentsu said in a release.

"By broadcasting the Pocari Sweat commercial shot in space, Dentsu hopes to provide an example of the commercial application possibilities presented by outer space," it said.

Two Russian astronauts, Captain Viktor Afanasiev, and flight engineer Konstantin Kozeev, are to blast off Sunday from Kazakhstan in a Soyuz TM-33 rocket with a supply of the popular beverage on board.

They are to film and act in the shoot.

Dentsu has received permission to use a High-Definition TV camera and tapes owned by Japan's National Space Development agency (NASDA), which is installed in the Russian module of the station, for 50 minutes of shooting.

NASDA said Dentsu's free use of the tapes and camera, which it paid the Russians to take up, along with a small amount of unused weight allowance the agency has contracted from Russian launchers, are the extent of its financial contribution to the project.

NASDA spokesman Yoichi Fujita said the agency is actively studying the diverse, and sometimes commercial use, of Japan's Kibo experimental module onboard the station.

"ISS is mostly understood as a place to perform physics and chemistry experiments, but that's not the only thing it can be used for," said Fujita.

"We are studying various ways it can be used, so if there's a commercial shot there, we think that's all right," he said.

The commercial is expected to air next January.

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SPACEDAILY

Goldin Resigns As NASA Administrator

Washington - Oct 17, 2001
After nearly ten years as the head of America's space program, NASA's longest-serving Administrator, Daniel S. Goldin, today announced his resignation, effective November 17.

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