ASIA_3AS_MTV_GENERATION_ (fwd)

[Tuong-Vinh Ho <vho@info.polymtl.ca>]

Hello friends,

I found that interesting article at VOA site.
Enjoy it.

Vinh
-----------------------


     TITLE=ASIA'S MTV GENERATION

     CONTENT=// INSERTS AND VOICED VERSION IN AUDIO SERVICES

INTRO:   THERE WILL BE MORE THAN ONE BILLION PEOPLE BETWEEN THE
         AGES OF TEN AND 24 IN ASIA BY THE YEAR TWO THOUSAND,
         CREATING A GENERATION POWERFUL ENOUGH IN NUMBERS TO
         RADICALLY RESHAPE THE BUSINESS CLIMATE, SOCIAL FABRIC,
         AND POLITICAL INSTITUTIONS OF THE REGION.  VOA'S LINDA
         CASHDAN REPORTS THIS NEW GENERATION WAS BORN IN TO A
         WORLD RADICALLY DIFFERENT FROM THE ONE THEIR PARENTS
         KNEW.

TEXT:    THE YOUTH OF ASIA ARE GROWING UP BETTER EDUCATED IN
         SOCIETIES MORE PROSPEROUS THAN THOSE OF THEIR PARENTS,
         WHO CAME OF AGE IN COUNTRIES LEFT SCARRED AND
         IMPOVERISHED IN THE AFTERMATH OF WORLD WAR TWO.  MORE
         IMPORTANT AS FAR AS BUSINESS IS CONCERNED, SAYS JOSEPH
         QUINLAN, SENIOR INTERNATIONAL ECONOMIST FOR THE NEW YORK
         INVESTMENT FIRM DEAN WITTER, THE YOUNGER GENERATION IS
         LESS PROVINCIAL AND MORE WORLDLY IN ITS OUTLOOK.

TAPE:    CUT #1 -- QUINLAN

         "THIS NEW GENERATION IS MUCH MORE ATTUNED TO FOREIGN
         EVENTS, MUCH MORE ATTUNED TO BUYING FOREIGN GOODS.  IN
         SOUTH KOREA THERE WAS A BAN ON FOREIGN GOODS IMPORTS OR
         CONSUMER GOODS.  ONLY, SAY, IN THE LAST TEN YEARS HAVE
         FOREIGN CONSUMER PRODUCTS BEEN ALLOWED TO GO TO MARKET
         IN PLACES LIKE SOUTH KOREA AND TAIWAN.  THERE'S A BETTER
         GLOBAL BRAND AWARENESS AND DESIRES AMONG THIS NEW
         GENERATION, AND THAT'S THE KEY.  THEY'RE VERY WELL
         PLUGGED INTO U-S FILMS AND U-S MUSIC.

TEXT:    SO WELL PLUGGED IN TO U-S FILMS AND MUSIC, IN FACT, THAT
         MR. QUINLAN REFERS TO THEM AS "M-T-V GENERATION."  M-T-V
         IS THE NAME OF THE POPULAR U-S ROCK MUSIC TELEVISION
         CHANNEL THAT HAS BECOME A CONDUIT FOR EXPORTING AMERICAN
         CULTURE AROUND THE WORLD.  WHILE THEIR PARENTS'
         GENERATION WAS HARD WORKING AND FRUGAL, MR. QUINLAN
         SAYS, ASIA'S M-T-V GENERATION PREFERS SHOPPING TO
         SAVINGS.  AS A RESULT, HE SAYS, PERSONAL CONSUMPTION IS
         EMERGING AS A PRINCIPAL ENGINE OF ECONOMIC GROWTH IN
         ASIA, COMPLEMENTING THE TRADITIONAL SOURCES OF ECONOMIC
         GROWTH -- EXPORTS AND PRIVATE CAPITAL.  U-S CONSUMER
         GOODS PRODUCERS HAVE BEGUN FLOCKING TO THE EMERGING
         MARKETS OF ASIA, HE SAYS, TO TAKE ADVANTAGE OF THE
         TREND.

TAPE:    CUT #2 -- QUINLAN

         "EVERY THREE HOURS SOME PLACE IN THE WORLD A MACDONALDS
         OPENS UP AND THAT'S USUALLY IN THESE EMERGING MARKETS,
         SO THEY'RE TRYING TO CAPTURE THESE NEW CONSUMERS AS THEY
         COME ON STREAM.  COSMETICS IS BECOMING MORE OF A MIDDLE
         CLASS COMMODITY AND THERE ARE BIG MARKET OPPORTUNITIES
         THERE.  I WOULD ALSO SAY THE COMPUTER COMPANIES ARE
         TRYING TO COME UP WITH A MEDIUM PRICED, LOW PRICED
         COMPUTER SO THAT THIS GENERATION THAT WANTS TO BE WIRED
         IN OR PLUGGED IN WILL BE.  COKE IS THERE, PROCTER AND
         GAMBLE, UNILEVER, FINANCIAL SERVICE COMPANIES, A LOT OF
         RETAIL BANKING SERVICES.  IT CUTS ACROSS A BROAD
         SPECTRUM OF INDUSTRIES."

TEXT:    TO UNDERSTAND WHY ASIA IS AN INVESTORS PARADISE, MR.
         QUINLAN SAYS HE TELLS HIS CORPORATE CLIENTS, YOU NEED
         ONLY LOOK AT THE NUMBERS.  IN THE AGGREGATE, ASIA'S ARMY
         OF YOUNG CONSUMERS IS SEVEN TIMES THE SIZE OF COMPARABLE
         GROUPS IN EITHER LATIN AMERICA OR EUROPE, AND 16 TIMES
         LARGER THAN THE NUMBER OF YOUNG PEOPLE IN NORTH AMERICA.
         IN SOME NATIONS, SUCH AS CHINA, INDONESIA, VIETNAM, THE
         PHILLIPPINES AND MALAYSIA THE "M-T-V GENERATION" MAKES
         UP 30 PERCENT OR MORE OF THE POPULATION, COMPARED TO 20
         PERCENT IN THE UNITED STATES AND 18 PERCENT IN JAPAN.

         MR. QUINLAN SEES STRONG PARALLELS BETWEEN ASIA'S M-T-V
         GENERATION AND THE POST WAR BABY BOOMERS IN THE UNITED
         STATES.  BOTH, HE SAYS, WERE RAISED BY PARENTS WHO WERE
         DETERMINED TO GIVE THEIR CHILDREN THE ECONOMIC SECURITY
         THEY HAD LACKED, AND BOTH GROUPS WERE LARGE ENOUGH IN
         NUMBERS TO MAKE THEM A FORCE TO BE RECKONED WITH.
         WITHIN THE NEXT DECADE, HE SAYS, THE NEW ASIAN BABY
         BOOMERS WILL BE THE AGE THE AMERICAN BABY BOOMERS WERE
         DURING THE DAYS OF U-S STUDENT DEMONSTRATIONS IN LATE
         1960S.  BEWARE, HE SAYS, ASIA'S YOUTH MAY PROVE JUST AS
         FORMIDABLE.

TAPE:    CUT #3 --  QUINLAN

         "WHAT I WORRY ABOUT IS EXPECTATIONS NOT BEING FILLED.
         MY BIGGEST FEAR IS THAT AT SOME POINT THEIR DESIRES ARE
         BLOCKED OR THEY BECOME FRUSTRATED AND THEY EITHER TAKE
         ON MORE POLITICAL ACTIVISM, OR THERE'S A KIND OF A
         BACKLASH, A CULTURAL BACKLASH AGAINST WESTERN CULTURE.
         THE BIGGEST RISK TO ME IS ALSO IN PLACES LIKE A CHINA,
         WHERE YOU DO HAVE A SIGNIFICANT POPULATION THAT'S
         EMERGING THAT IS MORE AFFLUENT, EDUCATED, MORE AWARE OF
         WHAT'S GOING ON AND THAT'S GOING TO CREATE SOME
         POLITICAL AND SOCIAL TENSIONS GOING FORWARD."

TEXT:    IN THE MEANTIME, MR. QUINLAN SAYS, WESTERN
         CONSUMER-RELATED FIRMS ARE FLOCKING TO ASIA, HOPING TO
         POSITION THEMSELVES TO SATISFY THE WANTS AND NEEDS OF
         WHAT PROMISES TO BE ONE OF THE MOST POWERFUL DEMOGRAPHIC
         SEGMENTS THE WORLD HAS EVER SEEN.   (SIGNED)

NEB/LC/NES*

20-Mar-97 8:58 AM EST (1358 UTC)
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Source: Voice of America
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