A look at some of the trends impacting youth around Asia and the implications of them to content and programming strategies

2. The Bulk of
Asia’s
Population is
Under 30
%
42
38 37 36 36 34 33 33 31 30
26 24 24 24 22 20
S. re
In and
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Vi ia
Th na
Pa es
K
Au ng
lia
Ta a
ilip ia
ng A
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si
pa
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S
s
d
o
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n
st
hi
Ko
iw
ne
ay
In
U
ap
Ko
pi
l
Ja
ai
ki
C
st
et
do
al
g
M
on
Ph
Si
H
Median Age of Population, Years
Source: MindShare Insights (CIA Fact Book)

3. A new generation of creative digital youth ...

4. rising independent spirit
”
“Indies 43% of Asian Youth dream of being a performer
Kid 43% want to write a book
34% want to invent a new product
33% want to compose music
28% want to produce a movie
26% want to paint
There is a new generation of youth across Asia who dream of forging multiple
creative paths to success - be in a band, create music on the computer, write
poetry, edit a magazine column, run a blog, have a fashion label, shoot a film, and
hold a photography exhibition … all this week! GENERATION RENAISSANCE
SOURCE: Synovate Young Asians 2006.
SOURCE: MTV Asia. Collections of Cool. 2006. ©
Youth 15-24 across 10 Asian countries

5. MTV OPEN SOURCE
MTV Networks Asia LDC 2007

6. MTV OPEN SOURCE
Sharing our research and insights with the industry

7. i. Globalization vs. Localization
ii. Asia loving Asia (and the world loving Asia too)
iii. Fragmentation: unlimited choice vs. needed aggregation
iv. Digitization: new frontiers, new opportunities

8. globalization
Going out into the world, absorbing influences
The world has never been more accessible: virtually via TV and the internet, or physically
because of cheaper travel.
People are curious to experience the new and exotic, to absorb cultures from around the world, and to
integrate this into their globally infused lifestyles. A fascination with interesting themes and concepts
from other places is a very solid trend and one we expect to be around for many years.
It is a trend that brands can leverage by bringing the world closer to their consumers, or their
consumers closer to the world.
SOURCE: Synovate Trends / MTV Asia 2006 ©

9. globalization
Going out into the world, absorbing influences
Among Youth in Asia …
44%* like music from Korea
39%* like music from the USA
58% of under 25’s
29%* like music from China
listen to music from
artists around the
27%* like music from Japan
world
13%* like music from the UK
* Youth not from the country mentioned
Dramatic shifts in where Asian youth are sourcing music
from - less from the West, more from in the Region
Music
Matters SOURCE: Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307

10. globalization localization
vs
89% of Korean listeners like music from Korea
79% of Taiwanese listeners like music from Taiwan
78% of Chinese listeners like music from China
67% of Hong Kong listeners like music from HK
81% of Thai listeners like music from Thailand
Our rule of thumb is that 80% of music
preference is for local artists and language
Music
Matters SOURCE: Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307

11. localization
156 TV channels, 137 websites, 32 broadband channels, and 40 mobile TV channels
497 million households
Music, popular culture, fun, community - Youth Culture
In Asia: 285 million homes, 10 dedicated television
channels (including syndication in China to 180
million homes), plus 8 local language websites

12. localization
Growing national pride, Growing cultural exports
As the world gets smaller, national pride is getting stronger and larger.
When the rest of the world is beating down your real or virtual door to take a look inside, a Nation gains
confidence, increases efforts, and sends out more cultural exports. Look at Japan over the last decade, Korea
over the last few years, and the rise of China and India as cultural hotspots in the coming decade. There are
huge opportunities for exporting national brands (and bands) to a curious and eager world.
SOURCE: Synovate Trends / MTV Asia 2006 ©

13. Asia Loving
Asia
A fresh wave of national pride mixed with regional Asian pride
Local neo-culture balancing out political and cultural influences
Western-youth cultural influence diminishing
Pride in local music by consumers and exporting across Asia
Everyone has been riding the Korean wave, but new “waves” coming
SOURCE: MTV Asia. Collections of Cool. 2006. ©

14. Asia Loving
Asia
my favorite …
FIRST SECOND THIRD
Jay Chou Lee Hom Wang Black Eyed Peas
Singer *
David Beckham Xiang Liu
Sports Michael Jordan
Jackie Chan Stephen Chow Andy Lau
Movie
* Among 15-24 only
SOURCE: Synovate Young Asians 2006.
Youth 15-24 across 10 Asian countries
SOURCE: MTV Asia. Collections of Cool. 2006. ©

15. China Loving
China
my favorite …
SINGER ACTOR SPORTS
Jay Chou Jackie Chan David Beckham
1
Lee Hom Wang Stephen Chow Xiang Liu
2
Andy Lau Andy Lau Yao Ming
3
Faye Wong Tony Leung Michael Jordon
4
Ronaldinho
Stefanie Sun Maggie Cheung
5
SOURCE: Synovate Young Asians 2006.
Youth 15-24 across 10 Asian countries
SOURCE: MTV Asia. Collections of Cool. 2006. ©

16. fragmentation
The splintering of popular culture
Sub-sub genres of music, niche media, cut and paste fashion, multiple youth tribes, international film, an
explosion of the arts …
The media can’t keep up with the splintering and fusing of pop culture, and the globalization / localization of
it. Consumers are reaching out everywhere for everything: it’s an information and ideas explosion.
Brands need to act as guides thru the options, as curators of worthy content, and as ambassadors
of new ways to do things.
SOURCE: Synovate Trends / MTV Asia 2006 ©

17. fragmentation
The splintering of popular culture
my favorite singer ...
FIRST SECOND THIRD
Eason Chan 8% Janice 7% Justin Lo 7%
Hong Kong
Black Eyed Peas 12% Jay Chou 7% JJ Lin 6%
Singapore
Jolin Tsai 9% Jay Chou 9% 5566 8%
Taiwan
Black Eyed Peas 9% Jay Chou 6% Linkin Park 5%
Malaysia
Potato 16% Clash 11% Big Ass 5%
Thailand
Samsons 18% Peter Pan 17% Agnes Monica 12%
Indonesia
MYMP 14% Kamikaze 11% Kitchie Nadal 7%
Philippines
SG Wannabe 11% Rain 8%
South Korea Dong Bang Shin Ki 9%
Jay Chou 14% JJ Lin 5% Andy Lau 5%
China
Abhijit Sawant 15% Sonu Nigam 12%
India Himesh Reshimiya 23%
SOURCE: Synovate Young Asians 2006
Youth 8-24 across 10 Asian countries

18. digitization
Two degrees of separation
and LOVING IT
Broadband, Bit Torrent, P2P. MP3, 3G, Bluetooth, M-TV. HDTV, PVR, IPTV.
YouTube, Blogging, MySpace
SOURCE: Synovate Trends / MTV Asia 2006 ©

19. Digital Culture

20. 10 Key Traits of the Digital Generation
1. They don’t notice the ‘technology’ around them
2. They have more tools to help them through adolescence
3. Males chat more than in the past - catching up with females
4. Their desire for connection drives most digital behaviour
5. Much of their surfing is random and unstructured
6. More watching than creating content
7. Their friendships are deeper and more meaningful
8. Media has become social currency - if it isn’t worth sending on, is it worth anything at all?
9. Parents pro-technology for safety and success reasons – but are being circumvented
10. They can access everything (music, friends, info, entertainment)
SOURCE: MTV Circuits of Cool 2006 © (8 Country Qualitative)

21. Digital Youth … Many similarities
around the world
To some extent kids are becoming more
similar the world over ….
– Exposed to the same media
– Internet content is truly global
– They worry about the same things
• School, career, friends, family
• Being popular, being accepted,
discovering who they are
And, it is true to say that they are all ‘using’ the
same technological devices
BUT DIFFERENCES DO EXIST
SOURCE: MTV Circuits of Cool 2006 © (8 Country Qualitative)

22. China Japan
We assume Japanese teenagers are at the forefront
Chinese youth the most interested and engaged
by technology, by a long way of tech adoption – yet, actually are the most bored
by it
Culturally- a symbol of progress / becoming more
western
Reality: Extreme pressure to perform academically -
Emotionally- really getting the most out of what is now
little time to do anything other than go to school
available
SOURCE: MTV Circuits of Cool 2006 © (8 Country Qualitative)

23. digitization
Youth across Asia forming deep relationships
on local (language) community sites
www.mixi.co.jp
www.she.com www.cyworld.nate.com www.wretch.com www.baidu.com
10% of Asian Youth went to MySpace in the
past month ...
SOURCE: Synovate Young Asians 2006.
Youth 15-24 across 10 Asian countries

24. The “1% Rule”: Usage research on sites like YouTube and Wikipedia show
that 1% or less of all site users are uploading content, 10% or less are
interactively posting comments, and 90% are happy just to watch and be
entertained.
User generated content: not everyone is uploading, despite popular opinion.
And doesn’t this trend sound like television anyway?

25. digitization
What Media / Medium Trends will be hot in 2007?
1. Expert Filtering - in this age of content, people like “top 10’s”
and other tools to cut-thru the clutter. e.g.
www.musicrecommenders.com
NOKIA
2. Remix Apps - customization goes digital. Remix tools to
mash up songs, videos and game environments. e.g.
www.thirststudios.com
HEINEKEN
3. Three Screens - consumers in high-speed digital markets
say they want consistent content and community interaction
across screens - with little compromise on quality. e.g.
MTV Flux
MTV FLUX
With content delivered as it happens …

26. Three Screen Delivery

27. Three Screen Delivery
ASIA CHINA
94% 95%
TV in the Home
35% 53%
My own TV
78% 85%
PC at Home
73% 87%
Broadband Access
76% 72%
My own Mobile
43% 49%
Net Enabled
SOURCE: Synovate Young Asians 2006.
NOTE: This is an urban middle upper class sample
Youth 15-24 across 10 Asian countries

28. Multi-tasking and
Loving it
38 Hour Day
SOURCE: Synovate Young Asians 2006.
Youth 15-24 across 10 Asian countries

29. Multi-tasking and
Loving it
180
160
140
120
100
80
School 60
Sleep
Net 40
20
TV
0
0600- 0700- 0800- 0900- 1000- 1100- 1200- 1300- 1400- 1500- 1600- 1700- 1800- 1900- 2000- 2100- 2200- 2300- 0000- 0100- 0200- 0300- 0400- 0500-
0700 0800 0900 1000 1100 1200 1300 1400 1500 1600 1700 1800 1900 2000 2100 2200 2300 2400 0100 0200 0300 0400 0500 0600
Watching TV Reading newspaper Reading magazine
Listening to radio Listening to music On the Internet
Attending school/class Extra-curricular activities/classes Studying
Eating/drinking Video/electronic games Playing
Organised sports Shopping Other entertainment
Housework/chores Sleeping Traveling
Working
ASIA YOUTH DIARY - WEEKDAYS
SOURCE: Synovate Young Asians 2006.
Youth 15-24 across 10 Asian countries

30. Youth across Asia are more likely to be glued to a screen …

31. Hours
12
1.2
1.0
0.9
10 0.6 0.7
0.8
0.9
0.8 3.8
0.9
1.9
8 3.9
Radio
4.7 0.8 4.3
3.0
3.0 4.2
0.6 0.7
0.8 0.4
3.3 Internet
0.9
6 0.9
0.8
0.5 0.7
0.8
0.6 0.5
0.4 Magazines
0.4
0.6 0.4
0.7 0.9 0.7
0.9 0.6 0.9
0.7 0.6 Newspaper
4
0.9
6.2 TV
5.4
4.8
4.3 4.3 4.3
4.2 4.1
2 3.8 3.8
3.2
0
ASIA HK SNG TW MY TH INDO PH KOR CH IND
Total time
spent
9.4 10.7 9.0 10.8 9.6 12.0 7.6 9.9 10.0 9.9 7.1
Time Spent on Each Medium per Day
While TV remains the primary medium, the NET is taking over in
several markets. And the lines are blurring with TV via the NET.
SOURCE: Synovate Young Asians 2006.
Youth 15-24 across 10 Asian countries

32. Youth Culture

33. Consuming Music remains a popular
pastime, but the ways to enjoy Music are
changing rapidly …

34. Music Matters
85% of North Asians under 25 own an MP3
player --- for 43% it’s their main music device
Among those with an MP3 player, 61% are
listening to more music as a result
Music
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Matters

35. digitization
Asian youth believe that the future is digital
“all my music will be
43% digital in five years
time”
37% “my music will be digital and
CDs in five years time”
17% “my music will be mainly CDs
in five years time”
Music
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Matters

36. digitization
Single multi-purpose device via mobile is preferred.
10% claim their phone as their
main music device
38% think their mobile will become their
main music device in the future, and
20% are in the midst of replacing MP3
with phone as main music device
Music
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Matters

37. digitization
Kids are ripping and burning, but not paying
81% of them have ever downloaded music from the Internet
67% have downloaded music in the past month, though only 27% have paid for it
37% have bought a CD in a store in the past month, versus 7% who bought a CD
online in the period – people are ripping and burning
Music
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Matters

38. digitization
Kids are ripping and burning, but not paying
DONE IN THE PAST MONTH
Played music on my computer 82%
Played music on an MP3 player 75%
Downloaded music from the net 67%
Bought music from a shop 37%
Downloaded a ring tone 40%
Downloaded a song to my phone 37%
Burned music to a CD 23%
Purchased music online 27%
Ripped music from a CD 22%
Music
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Matters

39. digitization
Kids are ripping and burning, but not paying
DONE IN THE PAST MONTH
Borrowed a CD to rip 21%
Purchased a pirate CD 12%
Downloaded a song illegally 23%
Used file sharing software to get music for free 28%
None of the above officer 42%
Music
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Matters

40. Making
Change

41. digitization
Looking to the Industry for help and guidance
“the music industry could do more to
60% protect the intellectual property of artists” MUSIC
“the music industry should be working with
76% the telecoms companies to deliver music
via mobile phone”
“the music industry could do more to help
88% me get digital music”
TECHNOLOGY
Music
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Matters

42. Digital Culture

43. The truth about being young …
SCHOOL ESCAPE
VS.
Nothing has changed: young people are stressed by the pressures
of school (or work), versus the desire to escape AND HAVE FUN …

44. don’t stop thinking
about tomorrow
“The mainstream’s embrace of retro has become
complete … the next arrivals will take their
inspiration from new sources and perspectives. The
modern Asian frontier will provide not just a
destination, but solutions to problems … and new
materials in building and design. It’s time to stop
watching the news in favor of making the new – part
of being able to anticipate the future is a forward
looking approach.”
Susan Corrigan. i-D. 2006

45. The end ...

46. music matters
ian.stewart@mtv-asia.com