Hitoshi Demegawa is a publicity hound and director of . He initially appears when Misa Amane sends four videotapes to Sakura TV in order to gain attention from the real Kira, and approves of broadcasting the tapes on live TV. However, he is forced to hand the tapes over to Soichiro, who crashes a police wagon into the studio and threatens him at gunpoint. He later helps the investigation force to lure out Higuchi by running a television program. Demegawa reappears after L's death, serving as Kira's spokesman for a while and even creating new programs in "honor" of Kira. Demegawa also leads the raid on Near's headquarters with Kira's supporters, but like all the other rioters, is distracted by the money that Near throws down. Later, when he takes matters into his own hands and builds a chapel to greet Kira, asking for donations, which would give Kira a bad image, Mikami kills him for being greedy, and he is replaced by Takada. In the movie , Demegawa's full name was changed to Yuji Demegawa, although he retains his surname from the original manga. Magy portrays Demegawa in the live-action film.