"I Want My Hyphenated-Identity MTV" (NY Times)

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Posted by Donald A. DePalma on June 19, 2005 in the following blogs: Business Globalization, Translation and Localization
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South-Asian Americans weren't one of the groups we focused on in our research about domestic multicultural markets, but this demographic has attracted the attention of MTV's market research. According to a widely syndicated story from the New York Times, MTV concluded that "second-generation immigrants not only desire their own age-appropriate connection to their parents' homeland but also passionately want to see their own struggle to define themselves as hyphenated Americans mirrored on television."

Reacting to its research, MTV will roll out MTV Desi for those of South Asian descent in late July, MTV Chi for Chinese-Americans by the end of this year, and MTV K for Korean Americans in 2006. MTV is quick to point out that these channels will not be re-purposed variants of MTV's 42 international properties, but rather U.S. locale-specific music channels, largely in English with a decided cultural identity. This is the approach that other outlets such as Si TV (http://www.sitv.com) have taken.

Ever since the 2000 U.S. Census highlighted large ethnic populations, some government agencies and major marketers like Viacom have taken notice. Some have learned that multicultural success does not come from translating website content and market material but rather derives from an informed, active, and targeted appeal to the needs and buying motivators of ethnic audiences. Language may be part of the equation, but cultural sensitivity is the first step. That's not any different than what successful marketers do when appeal to any audience.

For most of the 20th century, Americans talked about the "melting pot" of American culture. Maybe it's time to talk more about the American buffet - but then we might have to talk about the 60 million Americans who are obese. That's a topic for another time.

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