According to Eiga.com, anime producer Aniplex has held a press conference on this year's line-ups. At the conference, President Natsume Koichiro said, "The sales of anime has been improved by the spread of Blu-ray, but there has been a larger and larger gap between successful and failed titles due to the careful selection of the consumers." Aniplex attributed the restrained consumption to the decline of young people's income and the unstable employments. Small number of hit titles are sold quite well but the rest of the titles have large deficits. There are few break-even titles. "The current situation of the market causes a stab of pain to the anime producers," Natsume said.

In order to improve the successful rate of their releases, Aniplex has integrated the production department with the publicity department and divided it into two groups headed by the vice president Katsumata Hideo and the producer Iwakami Atsuhiro.

Profiles of the two group leaders:
Katsumata Hideo: The former president of A-1 Pictures. The producer of "Kuroshitsuji", "Kannagi", "Senjou no Valkyria".
Iwakami Atsuhiro: The producer of "Kara no Kyoukai", "Bakemonogatari", "Madoka Magica", "OreImo".

Source: Eiga.com