The VJ, reconfigured
NEW HOSTS Hanli Hoefer (left) and Alan Wong say social media has completely changed how the music channel interacts with viewers.
SINGAPORE—To have their favorite music videos played on television, viewers used to phone in or send well-crafted snail mail to MTV. Who could forget one of the music channel’s most popular video jocks ever, our very own Donita Rose, pretty and bubbly on the set of “MTV Asia Most Wanted” as she picked and read eye-popping, intricately decorated postcards and trinkets bearing requests and dedication notes?
That was in the late 1990s through early 2000s, and it was pretty much how the fans communicated with the channel before the Internet took over just about everything. But with the explosion of social media and the mushrooming of networking sites in the past couple of years, interaction between MTV and its audience has become more seamless and instantaneous.
Evolved show
These days, music lovers, especially young ones, simply log in to either Facebook or Twitter and, with a few keystrokes and clicks, voice their opinions and feelings about the scene, or send questions and requests to MTV, its VJs and guest artists.
“Social media has changed the way the youth communicate and watch TV. They’re no longer just passive viewers; they share their sentiments online while they’re at it. So, in a way, social media helped MTV evolve. Our programming is now more social media-driven,” Sari Trisulo, executive producer of “The MTV Show 2,” told Inquirer at a recent junket for Southeast Asian journalists at the Waterfront Studio in Resorts World Sentosa.
Unlike the first season, which was more of a lifestyle-infotainment show that incorporated games, challenges and wacky skits, “The MTV Show 2” will focus on music, live performances, celebrity interviews and pop culture. Some of the show’s highlights include People’s Chart, which will feature songs chosen by viewers through online voting.
An original web-only series tackling youth topics, as well as backstage and behind-the-scenes footage of VJs and artists, will also be posted weekly on the “The MTV Show 2” site. “These videos are supplements to what you’ll see on TV,” Trisulo said.
And instead of sending snail mail, fans can get their creative juices flowing by composing fancy dedications and video requests through the photo sharing application Instagram. “The
WONG: “VJs have become a lot more accessible.”
medium may have changed, but the viewers’ desire to connect has not diminished,” Trisulo stressed.
Middlemen
Meanwhile, the show’s new hosts Alan Wong and Hanli Hoefer observed that, more than MTV’s program content, social media has also remolded the concept of being a VJ.
Hoefer, a pretty Singaporean who worked as a print and runway model prior to hosting, told Inquirer: “Before, VJs told us what was cool or not. But now you can figure it out yourself since there are so many more outlets and sources out there. Now there’s more give and take—we learn from each other. If anything, we’re kind of more like middlemen now.”
Wong, a California native who has appeared in a handful of film, theater and TV productions like “Hannah Montana,” echoed his cohost’s thoughts, pointing out that social media has completely torn down the barrier between the VJ and his viewers.
“Back then, a lot of kids and teens like myself looked up to VJs, even put them on some kind of pedestal. We’ve become a lot more accessible now; interaction is possible virtually anytime, anywhere,” he told Inquirer.
While they acknowledged that too much accessibility could be unsettling, Hoefer and Wong agreed that they wouldn’t have it any other way. “Good or bad, social media is here to stay,” Wong said. “It has become a part of our lives.”
Hoefer elaborated: “Social media allows anyone to say anything without too many consequences, and it is kind of scary. People will always have something to say about you. But, hey, it sure beats not being able to interact at all. I’m just thankful that we have something that lets us know what the audience likes or are thinking about.”
SEA music
Over the last couple of years, Korean pop or K-pop has become a global phenomenon for its infectious tunes and steps carried out by stylish performers with clockwork precision in visually-arresting productions.
HOEFER: “People will always have something to say about you.”
On the other hand, Southeast Asian music has been sailing under the radar, and is pretty much contained in the region. But with the aid of their program and social media, Hoefer and Wong will try to put forth Southeast Asian music.
“I’m a passionate supporter of our local scene. I’m a huge fan of this Malaysian singer-songwriter Yuna, who has an incredible voice. She and other talented Southeast Asian musicians deserve to be heard. We’ll do our best to promote them,” Hoefer, a self-proclaimed music buff, vowed.
She continued: “Korea has been proving that Asians do have a great sense of music and style. I hope we in the region could do the same.”
Surprise, freshness
The US-born Wong is still getting acquainted with what Southeast Asia has to offer. Just the same, he hopes the regional music scene eventually takes off and enjoys the same level of popularity as K-pop. “What Southeast Asian music has to offer is the element of surprise and freshness,” he said.
Asked how else MTV Asia promotes regional music, Trisulo said the channel has different music blocks dedicated to popular and rising artists from Southeast Asian countries. “For Malaysian music, for instance, we have ‘MTV Musika.’ And earlier this year, we launched ‘100% Pinoy’ for you guys in the Philippines,” she said.
(“The MTV Show 2” will air on MTV Asia starting April 20 at 11 a.m. Visit www.mtvasia.com/themtvshow for exclusive online content.)
