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Originally Posted by truehappiness
I think it's cause it's TV Asahi x AbemaTV as a collaboration. The production value is more like a net-drama that also got a TV slot.
As far as Ayu promoting it, I don't think she is doing anything about it, it's all Max. Max has to manage all the stuff regarding promotion for it and things involved like the artists who were representing all the acts at the time as part of avex/a victory. I'm not sure if she really addressed the M performances on IG but on Twitter everything is handled by avex staff, so stuff gets promoted there but without Ayu's involvement.
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AbemaTV is from TV Asahi, it's the same company. You're right: it got a lower budget but it's because it's a late night drama.
But while late night dramas often get lower budgets, they can sometimes surpass the buzz from primetime dramas easily. "Ossan's Love" is an example of that: it was a social phenomenon and it was aired at the same time slot, with shoestring budget.
And I am 99% sure she posted about the M performances on Instagram, which was basically promo for the drama. I remember seeing it in her Stories.
I think most of the "love story" told in the book is fiction made to boost interest in her (which worked) and to whitewash the public image of Max (considering most reports on Japanese tabloid media in the last few years are about him being involved with drugs, Yakuza, skeezy treatment of women etc). Ayu knows that and doesn't really want to directly endorse the drama and have it be considered an actual biography of hers but, at the same time, she knows it'll boost interest in her catalogue so it's pretty clear to me she is coyly promoting it.