mtv asia asian trends

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26 24 24 24 22 20

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Singa

pore

S. K

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Taiwan

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The Bulk ofAsia’s

Population isUnder 30

Median Age of Population, Years

Source: MindShare Insights (CIA Fact Book)

%

A new generation of creative digital youth ...

“Indie”Kids

rising independent spirit

43% of Asian Youth dream of being a performer

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: MTV Asia. Collections of Cool. 2006. ©SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries

MTV OPEN SOURCEMTV Networks Asia LDC 2007

MTV OPEN SOURCE

Sharing our research and insights with the industry

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

globalizationGoing out into the world, absorbing influences

SOURCE: Synovate Trends / MTV Asia 2006 ©

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 Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307

Music

Matters

globalizationGoing out into the world, absorbing influences

58% of under 25’s

listen to music from

artists around the

world

39%* like music from the USA

13%* like music from the UK

27%* like music from Japan

44%* like music from Korea

29%* like music from China

Among Youth in Asia …

* 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

SOURCE: Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307

Music

Matters

globalization vs localization

78% of Chinese listeners like music from China

67% of Hong Kong listeners like music from HK

79% of Taiwanese listeners like music from Taiwan

89% of Korean listeners like music from Korea

81% of Thai listeners like music from Thailand

Our rule of thumb is that 80% of music

preference is for local artists and language

localization156 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


localizationGrowing 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.

Asia Loving Asia

SOURCE: MTV Asia. Collections of Cool. 2006. ©

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

Asia Loving Asia


Andy LauStephen ChowJackie ChanMovie

Xiang LiuMichael JordanDavid BeckhamSports

Black Eyed PeasLee Hom WangJay ChouSinger *

THIRDSECONDFIRST

* Among 15-24 only

my favorite …

SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries

China Loving China


my favorite …

SINGER ACTOR SPORTS

1 Jay Chou Jackie Chan David Beckham

2 Lee Hom Wang Stephen Chow Xiang Liu

3 Andy Lau Andy Lau Yao Ming

4 Faye Wong Tony Leung Michael Jordon

5 Stefanie Sun Maggie Cheung Ronaldinho



fragmentationThe 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 Young Asians 2006

Youth 8-24 across 10 Asian countries

FIRST SECOND THIRD

Hong Kong Eason Chan 8% Janice 7% Justin Lo 7%

Singapore Black Eyed Peas 12% Jay Chou 7% JJ Lin 6%

Taiwan Jolin Tsai 9% Jay Chou 9% 5566 8%

Malaysia Black Eyed Peas 9% Jay Chou 6% Linkin Park 5%

Thailand Potato 16% Clash 11% Big Ass 5%

Indonesia Samsons 18% Peter Pan 17% Agnes Monica 12%

Philippines MYMP 14% Kamikaze 11% Kitchie Nadal 7%

South Korea SG Wannabe 11% Dong Bang Shin Ki 9% Rain 8%

China Jay Chou 14% JJ Lin 5% Andy Lau 5%

India Himesh Reshimiya 23% Abhijit Sawant 15% Sonu Nigam 12%

my favorite singer ...

fragmentationThe splintering of popular culture


digitizationTwo degrees of separation

and LOVING IT

Broadband, Bit Torrent, P2P. MP3, 3G, Bluetooth, M-TV. HDTV, PVR, IPTV. YouTube, Blogging, MySpace

Digital Culture

SOURCE: MTV Circuits of Cool 2006 © (8 Country Qualitative)

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)

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

Digital Youth … Many similaritiesaround the world



JapanChina

Chinese youth the most interested and engaged by technology, by a long way

Culturally- a symbol of progress / becoming more western Emotionally- really getting the most out of what is now available

We assume Japanese teenagers are at the forefront

of tech adoption – yet, actually are the most bored

by it

Reality: Extreme pressure to perform academically -

little time to do anything other than go to school

digitizationYouth across Asia forming deep relationships

on local (language) community sites

www.baidu.comwww.wretch.comwww.cyworld.nate.comwww.she.com www.mixi.co.jp

10% of Asian Youth went to MySpace in the past month ...


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?

What Media / Medium Trends will be hot in 2007?

digitization

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

2. Remix Apps - customization goes digital. Remix tools to mash up songs, videos and game environments. e.g. www.thirststudios.com

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

NOKIA

HEINEKEN

MTV FLUX

With content delivered as it happens …

Three Screen Delivery

Three Screen Delivery

TV in the Home

My own TV

PC at Home

Broadband Access

My own Mobile

Net Enabled

ASIA CHINA

94%

35%

78%

73%

76%

43%

95%

53%

85%

87%

72%

49%

SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries NOTE: This is an urban middle upper class sample

38 Hour Day

Multi-tasking and Loving it


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Watching TV Reading newspaper Reading magazineListening to radio Listening to music On the Internet

Attending school/class Extra-curricular activities/classes StudyingEating/drinking Video/electronic games PlayingOrganised sports Shopping Other entertainmentHousework/chores Sleeping Traveling

Working

Multi-tasking and Loving it

SchoolSleep

ASIA YOUTH DIARY - WEEKDAYS

TV

Net


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

4.33.8 3.8 4.2 4.3

5.44.8

6.2

4.13.2

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Magazines

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TV

7.19.910.09.97.612.09.610.89.010.79.4

To

tal ti

me

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t ASIA HK SNG TW MY TH INDO PH KOR CH IND

Hours

While TV remains the primary medium, the NET is taking over in several markets. And the lines are blurring with TV via the NET.

Time Spent on Each Medium per Day


Youth Culture

Consuming Music remains a popular

pastime, but the ways to enjoy Music are

changing rapidly …

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

Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307

Music

Matters

Music Matters

43%“all my music will be

digital in five years

time”

“my music will be digital and

CDs in five years time”

“my music will be mainly CDs

in five years time”

37%

17%

digitizationAsian youth believe that the future is digital


Music

Matters

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

10% claim their phone as their

main music device

digitizationSingle multi-purpose device via mobile is preferred.


Music

Matters


Music

Matters

digitizationKids 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

Matters


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

Matters


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%

Making

Change

88%“the music industry could do more to help

me get digital music”

60%“the music industry could do more to

protect the intellectual property of artists”

76%“the music industry should be working with

the telecoms companies to deliver music

via mobile phone”


Music

Matters

digitizationLooking to the Industry for help and guidance

TECHNOLOGY

MUSIC

Digital Culture

SCHOOL

VS.

ESCAPE

The truth about being young …

Nothing has changed: young people are stressed by the pressures

of school (or work), versus the desire to escape AND HAVE FUN …

don’t stop thinking

about tomorrow

“The mainstream’s embrace of retro has becomecomplete … the next arrivals will take their

inspiration from new sources and perspectives. Themodern Asian frontier will provide not just a

destination, but solutions to problems … and newmaterials in building and design. It’s time to stop

watching the news in favor of making the new – partof being able to anticipate the future is a forward

looking approach.”

Susan Corrigan. i-D. 2006

The end ...

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music matters

mtv asia asian trends

Lifestyle

main music

absorbing

past month

hong kong

asian youth

mtv circuits

synovate omnibus

8 country