JULY 2008

BEING YOUNG LOVING MUSIC SOCIAL NETWORKING

BEING YOUNGCONTENT EXPLOSIONSPOILT FOR CHOICE

MULTI-TASKING

A TYPICAL DAY

MEDIA HABITS

0

30

60

90

120

150

0600

-070

0

0700

-080

0

0800

-090

0

0900

-100

0

1000

-110

0

1100

-120

0

1200

-130

0

1300

-140

0

1400

-150

0

1500

-160

0

1600

-170

0

1700

-180

0

1800

-190

0

1900

-200

0

2000

-210

0

2100

-220

0

2200

-230

0

2300

-240

0

0000

-010

0

0100

-020

0

0200

-030

0

0300

-040

0

0400

-050

0

0500

-060

0

Watching TV Reading NewspaperReading MagazinesListening to RadioOn PC/InternetListening to MusicWatching DVDs, etc

Source: Young Asians 2007, 15-24 years oldUniverse / Sample: 10.87m / 7,130

% of respondents 15-24 y.o.

TV

Internet

Music

Movies

38 HOUR DAY

4 THINGS AT ONCE

5 MINUTE ATTENTION SPAN

MWHO AM I ............

WHAT’S HOT

SOURCE: MTV Circuits of Cool. 16 Country. 2007 (% Doing More, Doing Less than Past Year)

WHAT’S NOT

SPENDING TIME ONLINE +56%

LISTENING TO MUSIC +53%

USING MY MOBILE +49%

SENDING EMAILS +41%

SPENDING $$$ ON MUSIC -36%

PLAYING CONSOLE GAMES -50%

WATCHING TELEVISION -46%

SOCIAL NETWORKS +37%

IS TV DEAD?

0600

-070

0

0700

-080

0

0800

-090

0

0900

-100

0

1000

-110

0

1100

-120

0

1200

-130

0

1300

-140

0

1400

-150

0

1500

-160

0

1600

-170

0

1700

-180

0

1800

-190

0

1900

-200

0

2000

-210

0

2100

-220

0

2200

-230

0

2300

-240

0

0000

-010

0

0100

-020

0

0200

-030

0

0300

-040

0

0400

-050

0

0500

-060

0

14 13 1415 16 16 17

16 15 14 1518

26

36

44 44

38

25

15

119 8 7 8

Source: Young Asians 2006, 2007, 15-24 years oldUniverse / Sample: 2007 - 10.87m / 7,130; 2006 - 10.95m / 7,786

TV VIEWING% of respondents 15-24 y.o.

20072006

2006

2007

NO, BUT THE RULES OF

ENGAGEMENT HAVE CHANGED

WHAT MATTERS?

CONTENT MATTERS

CUTTING THRU MATTERS

FRIENDS MATTER

FRIENDS MATTER

HOW MANY FRIENDS DO YOU HAVE?

Close FriendsFriends, not closeOnline Friends

107 FRIENDS(the average number of friends youth have)

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

PEOPLE ARE MEDIA

FORWARDING CULTURE

CONTENT

MATTERS

WEB 2.0POSTINGHOSTINGSHARINGBUILDING

friendshipcommunities

online

ASIAN YOUTH96 numbers on mobile

87 instant message buddies100 friends in social networks

4 social networking sites

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

SOCIAL NETWORK SITES(average number of SN sites regularly visited)

Social Networking is capturing the bulk of online time

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

POSTING TO BLOGS(% Posting Comments and Uploading Content in Past Month)

With more and more young Asians spending online time blogging

SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

Social Networking will play the most important role in the online habits of young people in 2008 and beyond.

YOUTH DON’T NEED ANOTHER WEBSITE. They need content and applications delivered to them, to make their digital space their own.

WIDGETSStreaming audio, video and imagery into social network sites, with branded skins

and embedded ads

“A Newsweek article famously asked if 2007 would be the ‘Year of the Widget’, but 2008 will be the year this question gets answered”

eMarketer 2008

Build WidgetClear Content Rights

TVC Pre-rollBranded Skins

Stream off MTV sitesStream onto Client site

Send to Social Networks

PLAYERS PROPERTIES PLATFORMS

NEWBUSINESS MODELS

“90 percent of gamers are willing to watch video ads in

exchange for free gameplay”Real Networks 2008

CUTTING THRU

PEOPLE WANT TO CONTROL THEIR ONLINE EXPERIENCE

SOCIAL NETWORKS WILL CONTINUE TO GROW

THESE ONLINE COMMUNITIES ARE AGGREGATING

AND ALSO FRAGMENTING AROUND INTERESTS

THEY ARE LIKE “WALLED GARDENS” (FOR NOW)

CONTENT WILL INCREASINGLY BE SPREAD VIRALLY WITHIN

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