Posts filed under ‘television’

36 (Asian) Youth Facts in 159 Seconds

Ju (MindShare, Regional Team) writes:

The threebillion project put together a fascinating video on behalf of MTV Asia for the Music Matters Conference in Hong Kong late May ’07. The video features 36 facts dedicated to Asian youth in 159 seconds.

From threebillion: Whether it be teenage marriage in India, mobile phone usage in Japan, Filipino TV watching or Saudi Arabian Bluetooth porn, each market is rich it’s own brand of youth culture. This video is dedicated to the best thirty six facts we could find.

For those still waiting for the day the internet is free from censorship, here are all the facts and some screen captures of the video, courtesy of Global Nerdy.


  • There are 3 billion people under 25 on this planet
  • 61% of them live in Asia
  • 67% of young Asians have downloaded music in the last month
  • Only 27% paid for it
  • Hong Kong youth spend the most time online per day (4.7 hours)
  • Indonesian youth spend the least (0.9 hours)
  • Young Filipinos watch the most TV per day (6.2 hours)
  • Young Chinese watch the least (3.2 hours)
  • There are 37.5 million gamers in China
  • 90% play online games
  • Weekly, Korean teenagers will spend
    • 14 hours on the computer…
    • .12.8 hours watching TV
    • 0.7 hours reading newspapers
  • Taiwan has the highest teenage birthrate in Asia
  • South Korea has the lowest
  • 45% of young Japanese women said they were in love
  • Only 30% of young Japanese men said the same
  • 82% of Japanese teen males said they used contraception the first time they had sex
  • Only 12% of Japanese 20-year-olds use the home PC to access the internet — the same level as 50-year-olds — they’re using their mobile phones instead
  • 26% of all youth deaths in China are from suicide
  • In India, 50% of girls will be married before they are 18
  • In Nepal, the rate is 60%
  • 85% of Korean teenagers own a cell phone
  • They send an average of 60 messages per day
  • 46% of students send messages in class
  • “Our children are seriously addicted to cell phones” — Parent’s Union Spokesperson
  • Chinese people spend 10x more money on the internet than people in the west
  • It represents 10% of their monthly income
  • Who prefers a laid-back hassle-free lifestyle?
    • 14% of Chinese teens
    • 22% of South Korean teens
    • 43% of Japanese teens
  • 99% of Saudi teens use Bluetooth
  • 99% said that the device had broken social taboos
  • 85% said it was safe for communication with the opposite sex
  • 69% of messages exchanged by Saudi teens were pornographic

June 18, 2007 at 1:31 pm 4 comments

HK Terrestrial TV Goes Digital

Candy (MindShare, Regional Team) writes:

By this year end, both ATV and TVB will adopt mainland China’s national standard to transmit digital programmes to 40 to 50 percent of households, according to South China Morning Post.

The coverage will go up to 75% by 2008 and full digitalization will take place no later than 2012.

With digital broadcast, there will be 8 more free channels such as business, entertainment news and TV shopping accessible by viewers who can even experience the surround sound and high resolution images if their TVs are HD compatible.

That says HK’s TV landscape is likely to experience a big switch which may have far-reaching impact to media agencies, advertisers and the overall media industry.

Some implications/food for thought:

1) Will it accelerate TV inflation as broadcasters need to find ways to cover the huge investment cost for building transmission stations and producing digital programmes?

2) The datacasting and interactive capabilities of digital broadcast ideally can provide advertisers and media agencies a creative, engaging and measurable communication platform in reaching the consumers. While current Pay TV can do the same, it is less promising than Terrestrial TV in terms of audience delivery. With so many benefits going along with Terrestrial TV’s digital broadcast, will it invite reallocation of existing communication budget to put more behind it? And if the pie is fixed, which medium/media will suffer?

3) Will the new channels that provide more targeted programming be able to attract irregular TV viewers? Is the TAM system geared up to capture this coming change?

4) On the social side, will it narrow the “digital divide” with this sophisticated communication platform easily and readily made available to the mass by just a few hundred HK dollars to get the digital receiver?

June 8, 2007 at 2:36 am Leave a comment

Connecting with Malaysian teens through TV

David (MindShare, Thailand) writes:


From our close relative The Juice comes this item about the continuation of “Impian Illyana” a great piece of integrated TV branded content & activation for SunSilk. Proof that sensitively-produced content can appeal to audiences and work at the checkout.

May 22, 2007 at 9:23 am Leave a comment

YouTube disappears from Thai Internet

David (MindShare, Bangkok) writes:

From today’s Bangkok Post:

Internet users reported on Wednesday that Thai authorities had blocked the popular website YouTube, over an insulting video of His Majesty the King.


Sitthichai Pookaiyaudom, the minister of information and communication technology, told the Reuters news agency he personally ordered a block of the entire site from Thailand after the ministry’s attempts to block the offending page last week failed.

Full story at:

April 5, 2007 at 6:11 am 2 comments

Porn video glasses from Taiwan – a coming trend


James (MindShare regional team, Singapore) writes: 

At first I laughed at this Digital Journal article Watch porn in public with new video glasses. It’s well-known that the porn industry often pioneers new technology – VHS, internet payment, broadband video sites.

But it wasn’t until I just listened to Ross Dawson’s excellent podcast interview where he discussed video glasses and fold-out screens, that I grasped the underlying importance of this technology, especially for our business… 

First the news: 

Visitors at the AVN Adult Entertainment Expo held this week were asked by Victor Quitoriano to try out a new technology that allows for intimate video viewing session complete with audio through an ear piece.

The model was shown at the Sands Exposition Center just a day earlier.“Our technology crosses over,” Quitoriano told AFP. “The videos we showed there weren’t porn, because we didn’t want to offend anybody. Here, it’s different. Imagine you can take your porn all over the place; in a plane or a train, but not in the car unless you are the passenger.

The new glasses are made in Taiwan and sold by Quitoriano’s California based company Body Care and connect to all the latest video playing devices including Xbox 360 and PS3 game consoles as well as iPods and Zune mp3 players. The new models being shown cost about $349.00 but were discounted for show-goers. 

I’ve never heard of video glasses before, but a quick google search revealed a number of new products in the market, such as this review for a brand called iTheater. Here’s some highlights of that product and a photo:

  • weighs 3 ounces.
  • video is at a 230,000 pixel resolution
  • audio is surround sound.
  • hook up your game consoles, DVD players, computers, iPod (video), or other video playing players.
  • Like playing games or watching your DVDs on a 50 inch screen.

itheater-glasses.jpgSo what’s the significance? Very soon our mobile phones, video iPods and other devices will be capable of storing many hours of content. Online gaming can be played. TV can be streamed to devices. Already in Korea millions are watching TV on their mobile devices.

One of the main arguments against adoption of mobile TV has been the uncomfortable experience of ‘staring at a small screen’. With video glasses, and roll-out or fold-out screens, that potential adoption barrier will also be removed.

 To understand more of the implications of consuming content on the go, and especially mobile social networking, you should read Ross Dawson’s blog entry and listen to the podcast.

January 25, 2007 at 3:26 pm 2 comments

China’s instant messenger IPTV


James (MindShare regional team, Singapore) writes:

Virtual China just posted about a new IPTV product announced by Tencent and TCL. According to many reports on the Chinese IPTV market like this one, China will fast leapfrog to become the largest IPTV market in the world.   Given the massive adoption of free/cheap internet messenger services like QQ, on the PC and the mobile phone, it seems likely that this service will soon be integrated into the TV also. 

What interested me about this product and post especially was the detailed product features and human benefits profiled here by Intel blogger Kevin Rui:

  • Tencent today announced with TCL industrial research institute in Shenzhen iTQQ TV– the first TV with interactive intelligence born in China.
  • ITQQ TV offers online games, photo albums, e-cards and instant can play poker online while watching TV
  • According to Tencent Shenzhen R&D center general manager Li Jiancheng: Old people can now inquire the working status of their children through the device even with no former internet experiences.
  • The remote controller can be used to communicate with the children to know whether and when they will come home for dinner.
  • With QQ IM functions, the end users may share their favorite TV program with friends instantly
  • Upload digital photos and make new years’ e-cards for online QQ users while watching TV
  • All of these operations using one single remote controller.

January 23, 2007 at 3:52 pm 3 comments

Why give FIFA 07 away for free in Korea

  James (MindShare regional, Singapore) writes: 

Eric Pfanner at IHT just wrote an excellent, well-researched article Internet pushes the concept of ‘free’ content, supported by advertising.

I recommend you to read the full article, which explores the overall trend towards giving content and other media and services away for free, and the huge burden companies are putting on advertising to provide the long-term business model. We see the same trend in (free) newspapers, music, mobile services and other areas. 

In Asia of course, where piracy is rampant, and consumers are far less willing to pay for content in general, this trend is likely to be accelerated. Here are the two Asian examples from the article:

“FIFA 07,” a video game for soccer fans, costs around €50 in
Europe. In South Korea, five million players have downloaded the online version free — yet Electronic Arts, the publisher, is cheering them on. Realizing that it was impossible to sell “FIFA Online” in a country where piracy is rampant, Electronic Arts started giving away the game last spring. Once the players were hooked, the company offered for sale ways to gain an edge on opponents; extending the career of a star player, for instance, costs less than $1. Since May, Electronic Arts has sold 700,000 of these enhancements.

Even in China, where piracy is widespread, EMI Music agreed this week to make its music available for a free, ad- supported service run by Baidu, the country’s largest search engine.

I’ve also pulled out some other juicy facts/examples from the article:

  • At least 28 million free newspapers are distributed every day around the world, 19 million of them in Europe, where the total has doubled over the past three years.
  • After several years of heavy promotion, digital sales made up only 10 percent of total music industry revenue in 2006
  • AOL, formerly a subscription service, has opened its Internet portals in the United States and Europe to all Internet users, free of charge, in the hope of appealing to more advertisers that way.
  • According to a survey of 130 media executives from around the world, conducted recently by Accenture, 31 percent forecast that subscription models would be the dominant business model in five years’ time, with 25 percent opting for so-called pay-per-play funding. But 37 percent said advertiser financing would be the predominant business model in five years’ time.
  • Worldwide, media spending by consumers and business users still handily outstrips advertising, by $944 billion to $385 billion, according to PricewaterhouseCoopers

January 19, 2007 at 5:36 pm 1 comment

Leapfrog the Internet with instant video to iPod

David (MindShare, Thailand) writes:

This could be a Big Switch accelerator in markets such as Thailand which lack decent broadband TV and have no TiVo penetration. Via Popgadget here’s a $199 box that allows you to record programmes direct from TV to iPod Video. And a great name, another one missed by Apple’s trademark team. Already on sale at


January 18, 2007 at 9:48 am Leave a comment

70% Chinese PC broadband users watch TV


 James (MindShare regional team,Singapore) writes:

It’s not everyday you get to download millions of dollars worth of free data and analysis. But that’s basically what the UK government’s Ofcom report on International Communications markets is. It covers dozens of markets, but the special Asian focus is Japan and China.

No surprise that Japan consistently leads the world in the mobile arena throughout the report.But perhaps more surprising is that China broadband users lead the world in TV clip/programme viewing via the PC.

From the data (sorry the chart is blurred) you can see that 70% of all Chinese broadband users had viewed or downloaded TV. This was FAR ahead of other markets like Japan (just over 40%) and USA (under 40%).The chart also shows a generation divide in China, as across the world, with over 80% of 18-24 year olds having downloaded TV, versus just over 60% of 45-54 year olds.

Some other highlights for me in the report:

  • 33% Japanese claim to watch less TV since getting broadband internet

  • More Chinese (76%) broadband users have downloaded music than any other market

  • Chinese watch less TV (154 mins per day) than other markets in the study (US 271 mins, Japan 311 mins)

  • Asia has 53% of the world’s TV households, but only 19% of the TV revenues

  • More Japanese watch TV at breakfast (29%) than in other markets by a long way

  • China TV viewership is less concentrated in the top 5 channels (26%) than any market in the world. The next closest market was US (35%)

January 4, 2007 at 1:01 pm Leave a comment

Make ads you want to watch at Current TV

James (MindShare regional team,Singapore) writes:

Are you a ‘viewer-created’ advertising virgin? If so, I urge you to follow this link and watch this ad for Mountain Dew at Current TV. 

Probably, like me, it will be the first time you’ve seen a ‘viewer-created’ ad. At Current TV, the audience creates, votes and watches all kinds of program and ad content. As the Big Switch rolls on, we can be sure we’re going to see a lot more of this. And especially in Asia, where in many markets there is perceived to be a lack of compelling local traditional TV content.

This was the top rated ‘viewer-created’ ad in the contest, sponsored by Mountain Dew. It’s a strange experience for us in the ad business to see the ‘sacred’ art being opened up. First of all, it’s a pretty funny spot, with great comic timing. And perhaps in a way, it’s too polished for my taste. Personally I prefer the ones like this one by drinker Ill Mitch, because it’s got that low-budget, anarchic roughness to it. Also, I kind of believe his testimony at the site: 

Hello community. I have made pod of mountain dew beverage because I drink it when I do skateboarding. If you do not know me. Here is profile: Thank you. Have a fun time. and keep doing pod. 

Obviously, this new hybrid medium offers great opportunities for brands and marketers to get involved with consumers. But perhaps more significant here is the glimpse of the future of TV. Today this is a ‘lean forward’ PC phenomenon. Very shortly, this will be available as just another channel on the ‘lean back’ TV in every living-room in the country. Or the world. Here’s some extracts of how Current TV talks about itself:

Current is a national cable and satellite channel dedicated to bringing your voice to television.

….We slice our schedule into short segments that we call “pods” — each just a few minutes long. You’ll see profiles of interesting people on the rise, intelligence on trends as they spring up around us, and international news from new perspectives.

And much of it comes straight from you. We call it viewer-created content, or VC2. Right now, VC2 makes up about a third of our channel — and that share is growing. It works like this:Anyone who wants to contribute can upload a video.

Then, everyone in the Current online community votes for what should be on TV. You can join in at either stage — watch & vote or make video…..This is definitely not a traditional TV network. Watching Current, you’ll see more, on more topics, from more points of view…. 

January 4, 2007 at 12:23 pm 3 comments

Deep insights into 2007 media outlook

 James (Singapore) writes:

I just finished reading this new short pdf report MindShare Australia media outlook 2007 written by Ashley in our MindShare Melbourne office. Everybody in every market should read this. It’s packed with insight, opinion, grounded in fact and…most rare of all…it’s written very nicely indeed.

Here are a few of my favourite passages. But I do urge you to download and read for yourselves:

On dealing:

“…Deals will still be important in a soft and short market, but require a tactical strategy to take advantage of any short term opportunities. Long lead times are still required to lock away key inventory like “Must Watch” TV shows or Landmark Outdoor sites. Book 80% of a campaign longterm and use the remaining 20% as short term leverage. Trade! Negotiate end of month specials. Move weeks around. Constantly improve discounts and added value. It will require patience from our clients and persistence from the MindShare buying team to play the cat-mouse game to make the most gains.”

On cross platform deals: 

“…Rather than concentrate on how to make revenue from cross platform deals maybe Television Networks should employ these platforms to have two-way dialogue with audiences. Find out what they really want, rather than relying on people meters and audience figures to tell them a show isn’t working. Repeat episodes of CSI disrespects a viewers intelligence. Moving the Sopranos timeslot to midnight annoys loyalists. Scheduling series 3 of Desperate Housewives, Lost and Prison Break months after it’s gone to air in the States stimulates USA downloads or Chinese pirated copies. Consumers don’t want to wait for content anymore and the TV Networks are slow to listen. 

On rising production costs:

Production costs are a double-edged sword. You have to invest in order to retain or grow audience share. You need to create compelling and new content, which costs money.The rise in costs are blamed on several factors, including larger casts (and support/productionstaff), more complex plot and location filming (e.g. Lost), and overall higher production qualitystandards (e.g. CSI).

“At the end of the day, costs, whether they are talent costs, production costs, marketing costs,etc., are going to align themselves with reality”. News Corp COO Peter Chernin.”

On outdoor battlefield shifting indoors:

“…The only true mass medium remaining is Outdoor. And in an era of convergence and cross platform integration, this will be where Outdoor positions itself in the future. After a period of consolidations with traditional outdoor formats of street furniture and large format, the landscape has been conquered by APN, Eye, Network Outdoor and JC Decaux.The new battle ground has shifted indoors to Supermarkets and Shopping Centres….consolidation is inevitable. Fragmentation is happening within media”

2007: The year of dialogue

“….The 2007 media landscape will be one shaped by “dialogue” as traditional media figure out ways to create conversations with its audience rather than a monologue at them. And it will the “new” media that gives them that capability…”

December 19, 2006 at 8:41 am Leave a comment

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