The first thing to consider is that the island nation of Japan is geographically small. Small enough that a single satellite could serve the whole island with broadcast signal for satellite television.

Then once you accept this, it becomes easier to consider a company buying bandwidth on that satellite for its own purposes.

That this purpose is a modem on a Super Famicom, that receives game data from the broadcast satellite, and that at certain specific moments you can play the game with a voice track being blasted in real time by the broadcast satellite becomes conceivable.