Derek E. Baird :: Barking Robot

Mashup Edu: Research on K-12 New Media Literacy

I am pleased to announce that the book chapter that I co-authored with Dr. Mercedes Fisher, "Pedagogical Mashup: Gen Y, Social Media, and Digital Learning Styles," has officially been accepted for publication in the Handbook of Research on New Media Literacy at the K-12 Level: Issues and Challenges, to be published by IGI Global later this year.

Dr. Fisher and I wish to thank the co-editor of the book, Professor Subramaniam at the National Institute of Education at the Nanyang Technological University in Singapore, for his hard work and direction during the writing and peer-review process.

In addition, we appreciate all the members of the peer-review committee for their feedback, suggestions and collaboration on this chapter. It's been a wonderful experience to work with members of the international education technology/media community.

We've saved the links for all the resources and references cited in the book chapter over on the social bookmarking tool delicious, which you can find here: http://del.icio.us/mashup.edu

Related Publications by Mercedes Fisher & Derek E. Baird

• Making mLearning Work: Gen Y, Learning & Mobile Technologies
• Social Software & Online Learning Design
• Social Media & Digital Learning Styles
• Handbook of Research on New Media Literacy at the K-12 Level

Morgan Stanley Report on Youth Media Consumption

MORGAN EUROPE STANLEY RESEARCH Morgan Stanley & Co. International plc+ Edward Hill-Wood Edward.Hill-Wood@morganstanley.com +44 (0)20 7425 9224 Patrick Wellington Patrick.Wellington@morganstanley.com +44 (0)20 7425 8605 Julien Rossi July 10, 2009 Industry View In-Line Julien.Rossi@morganstanley.com +44 (0)20 7425 9755 Media & Internet How Teenagers Consume Media Digital media is profoundly transforming consumer behaviour and traditional media business models. While creating new opportunities, its disruptive influence is being accelerated by the global recession. At the vanguard of this digital revolution are teenagers. While their habits will obviously change (especially when they start employment), understanding their mindset seems an excellent way of assessing how the media landscape will evolve. To this end, we asked a 15 year old summer work intern, Matthew Robson, to describe how he and his friends consume media. Without claiming representation or statistical accuracy, his piece provides one of the clearest and most thought provoking insights we have seen. So we published it. There are several issues that immediately jump out from the piece. Teenagers are consuming more media, but in entirely different ways and are almost certainly not prepared to pay for it. They resent intrusive advertising on billboards, TV and the Internet. They are happy to chase content and music across platforms and devices (iPods, mobiles, streaming sites). Print media (newspapers, directories) are viewed as irrelevant but events (cinema, concerts etc.) remain popular and one of the few beneficiaries of payment. The convergence of gaming, TV, mobile and Internet is accelerating with huge implications for pay-TV. For mobiles, price is key – both in terms of handset prices – £100-200 – as well as taking pay as you go as opposed to contracts. Mid-range feature phones still dominate, meaning that Sony Ericsson does well as that's their sweet spot. High-end smartphones are desirable but too expensive. Most prefer to own separate devices for music, and messaging. Texting is still key and use of new data services limited due to cost. Wi-Fi is more popular than 3G. While these trends will not necessarily surprise, their influence on TMT stocks cannot be underestimated. Morgan Stanley does and seeks to do business with companies covered in Morgan Stanley Research. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of Morgan Stanley Research. Investors should consider Morgan Stanley Research as only a single factor in making their investment decision. Customers of Morgan Stanley in the US can receive independent, third-party research on companies covered in Morgan Stanley Research, at no cost to them, where such research is available. Customers can access this independent research at www.morganstanley.com/equityresearch or can call 1-800-624-2063 to request a copy of this research. For analyst certification and other important disclosures, refer to the Disclosure Section, located at the end of this report. += Analysts employed by non-U.S. affiliates are not registered with FINRA, may not be associated persons of the member and may not be subject to NASD/NYSE restrictions on communications with a subject company, public appearances and trading securities held by a research analyst account. MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet How Teenagers Consume Media By Matthew Robson (Aged 15 yrs & 7 months) Radio Most teenagers nowadays are not regular listeners to radio. They may occasionally tune in, but they do not try to listen to a program specifically. The main reason teenagers listen to the radio is for music, but now with online sites streaming music for free they do not bother, as services such as last.fm do this advert free, and users can choose the songs they want instead of listening to what the radio presenter/DJ chooses. Television Most teenagers watch television, but usually there are points in the year where they watch more than average. This is due to programs coming on in seasons, so they will watch a particular show at a certain time for a number of weeks (as long as it lasts) but then they may watch no television for weeks after the program has ended. Teenage boys (generally) watch more TV when it is the football season, often watching two games and related shows a week (totalling about 5 hours of viewing). A portion of teenagers watches programs that are regular (such as soap operas) at least five times a week for half an hour or so but this portion is shrinking, as it is hard to find the time each day. Teenagers are also watching less television because of services such as BBC iPlayer, which allows them to watch shows when they want. Whilst watching TV, adverts come on quite regularly (18 minutes of every hour) and teenagers do not want to watch these, so they switch to another channel, or do something else whilst the adverts run. The majority of teenagers I speak to have Virgin Media as their provider, citing lower costs but similar content of Sky. A fraction of teenagers have Freeview but these people are light users of TV (they watch about 1 ! hours per week) so they do not require the hundreds of channels that other providers offer. very reluctant to pay for a newspaper (hence the popularity of freesheets such as the Metro). Over the last few weeks, the sun has decreased in cost to 20p, so I have seen more and more copies read by teenagers. Another reason why mainly tabloids are read is that their compact size allows them to be read easily, on a bus or train. This is especially true for The Metro, as it is distributed on buses and trains. Gaming Whilst the stereotypical view of gamers is teenage boys, the emergence of the Wii onto the market has created a plethora of girl gamers and younger (6+) gamers. The most common console is the Wii, then the Xbox 360 followed by the PS3. Most teenagers with a games console tend to game not in short bursts, but in long stints (upwards of an hour). As consoles are now able to connect to the internet, voice chat is possible between users, which has had an impact on phone usage; one can speak for free over the console and so a teenager would be unwilling to pay to use a phone. PC gaming has little or no place in the teenage market. This may be because usually games are released across all platforms, and whilst one can be sure a game will play on a console PC games require expensive set ups to ensure a game will play smoothly. In addition, PC games are relatively easy to pirate and download for free, so many teenagers would do this rather than buy a game. In contrast, it is near impossible to obtain a console game for free. Internet Every teenager has some access to the internet, be it at school or home. Home use is mainly used for fun (such as social networking) whilst school (or library) use is for work. Most teenagers are heavily active on a combination of social networking sites. Facebook is the most common, with nearly everyone with an internet connection registered and visiting >4 times a week. Facebook is popular as one can interact with friends on a wide scale. On the other hand, teenagers do not use twitter. Most have signed up to the service, but then just leave it as they release that they are not going to update it (mostly because texting twitter uses up credit, and they would rather text friends with that credit). In addition, they realise that no one is viewing their profile, so their ‘tweets’ are pointless. Outside of social networking, the internet is used primarily as a source of information for a variety of topics. For searching the web, Google is the dominant figure, simply because it is well known and easy to use. Some teenagers make purchases on the internet (on sites like eBay) but this is only used by a small Newspapers No teenager that I know of regularly reads a newspaper, as most do not have the time and cannot be bothered to read pages and pages of text while they could watch the news summarised on the internet or on TV. The only newspapers that are read are tabloids and freesheets (Metro, London Lite…) mainly because of cost; teenagers are 2 MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet percentage, as a credit card is required and most teenagers do not have credit cards. Many teenagers use YouTube to watch videos (usually anime which cannot be watched anywhere else) and some use it as a music player by having a video with the music they want to listen to playing in the background. Directories Teenagers never use real directories (hard copy catalogues such as yellow pages). This is because real directories contain listings for builders and florists, which are services that teenagers do not require. They also do not use services such as 118 118 because it is quite expensive and they can get the information for free on the internet, simply by typing it into Google. Viral/Outdoor Marketing Most teenagers enjoy and support viral marketing, as often it creates humorous and interesting content. Teenagers see adverts on websites (pop ups, banner ads) as extremely annoying and pointless, as they have never paid any attention to them and they are portrayed in such a negative light that no one follows them. Outdoor advertising usually does not trigger a reaction in teenagers, but sometimes they will oppose it (the Benetton baby adverts). Most teenagers ignore conventional outside advertising (billboards etc) because they have seen outside adverts since they first stepped outside and usually it is not targeted at them (unless it’s for a film). However, campaigns such as the GTA: IV characters painted on the side of buildings generate interest because they are different and cause people to stop and think about the advert, maybe leading to further research. Music Teenagers listen to a lot of music, mostly whilst doing something else (like travelling or using a computer). This makes it hard to get an idea of the proportion of their time that is spent listening to music. They are very reluctant to pay for it (most never having bought a CD) and a large majority (8/10) downloading it illegally from file sharing sites. Legal ways to get free music that teenagers use are to listen to the radio, watch music TV channels (not very popular, as these usually play music at certain times, which is not always when teenagers are watching) and use music streaming websites (as I mentioned previously). Almost all teenagers like to have a ‘hard copy’ of the song (a file of the song that they can keep on their computer and use at will) so that they can transfer it to portable music players and share it with friends. How teenagers play their music while on the go varies, and usually dependent on wealth –with teenagers from higher income families using iPods and those from lower income families using mobile phones. Some teenagers use both to listen to music, and there are always exceptions to the rule. A number of people use the music service iTunes (usually in conjunction with iPods) to acquire their music (legally) but again this is unpopular with many teenagers because of the ‘high price’ (79p per song). Some teenagers use a combination of sources to obtain music, because sometimes the sound quality is better on streaming sites but they cannot use these sites whilst offline, so they would download a song then listen to it on music streaming sites (separate from the file). Cinema Teenagers visit the cinema quite often, regardless of what is on. Usually they will target a film first, and set out to see that, but sometimes they will just go and choose when they get there. This is because going to the cinema is not usually about the film, but the experience –and getting together with friends. Teenagers visit the cinema more often when they are in the lower end of teendom (13 and 14) but as they approach 15 they go to the cinema a lot less. This is due to the pricing; at 15 they have to pay the adult price, which is often double the child price. Also, it is possible to buy a pirated DVD of the film at the time of release, and these cost much less than a cinema ticket so teenagers often choose this instead of going to the cinema. Some teenagers choose to download the films off the internet, but this is not favourable as the films are usually bad quality, have to be watched on a small computer screen and there is a chance that they will be malicious files and install a virus. Devices Mobile Phones 99% of teenagers have a mobile phone and most are quite capable phones. The general view is that Sony Ericsson phones are superior, due to their long list of features, built in walkman capability and value (£100 will buy a mid-high range model). Teenagers due to the risk of it getting lost do not own mobile phones over the £200 mark. As a rule, teenagers have phones on pay as you go. This is because they cannot afford the monthly payments, and cannot commit to an 18-month contract. 3 MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet Usually, teenagers only use their phone for texting, calling. Features such as video messaging or video calling are not used –because they are expensive, (you can get four regular texts for the price of one video message). Services such as instant messaging are used, but not by everyone. It usually depends whether the phone is Wi-Fi compatible, because otherwise it is very expensive to get internet off the phone network. As most teenagers’ phones have Bluetooth support, and Bluetooth is free, they utilise this feature often. It is used to send songs and videos (even though it is illegal) and is another way teenagers gain songs for free. Teenagers never use the ringtone and picture selling services, which gained popularity in the early 00s. This is because of the negative press that these services have attracted (where the charge £20 a week with no easy way to cancel the service) and the fact that they can get pictures and music on a computer –then transfer it to their phones at no cost. Mobile email is not used as teenagers have no need; they do not need to be connected to their inbox all the time as they don’t receive important emails. Teenagers do not use the internet features on their mobiles as it costs too much, and generally, if they waited an hour they could use their home internet and they are willing to wait as they don’t usually have anything urgent to do. Teenagers do not upgrade their phone very often, with most upgrading every two years. They usually upgrade on their birthday when their parents will buy them a new phone, as they do not normally have enough money to do it themselves. ! ! Computers: Every teenager has access to a basic computer with internet, but most teenagers computers are systems capable of only everyday tasks. Nearly all teenagers’ computers have Microsoft office installed, as it allows them to do school work at home. Most (9/10) computers owned by teenagers are PCs, because they are much cheaper than Macs and school computers run Windows, so if a Mac is used at home compatibility issues arise. Games Consoles: Close to 1/3 of teenagers have a new (<2 ! years old) games console, 50% having a Wii, 40% with an Xbox 360 and 10% with a PS3. The PS3 has such a low figure because of its high price (£300) and similar features and games to an Xbox 360, which costs less (£160). The Wii’s dominance is due to younger brothers and sisters, they have a Wii and parents are not willing to pay for another console. ! What is Hot? •Anything with a touch screen is desirable. •Mobile phones with large capacities for music. •Portable devices that can connect to the internet (iPhones) •Really big tellies What Is Not? •Anything with wires •Phones with black and white screens •Clunky ‘brick’ phones •Devices with less than ten-hour battery life ... Televisions: Most teenagers own a TV, with more and more upgrading to HD ready flat screens. However, many are not utilising this HD functionality, as HD channels are expensive extras which many families cannot justify the added expenditure. Many of them don’t want to sign up to HD broadcasting services, as adverts are shown on standard definition broadcasts, so they can’t see the difference. Most people have Virgin Media as a TV provider. Some have sky and some have Freeview but very few only have the first five channels (BBC One, BBC Two, ITV, Channel Four and Channel Five). 4 MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet Morgan Stanley & Co. International plc, authorized and regulated by Financial Services Authority, disseminates in the UK research that it has prepared, and approves solely for the purposes of section 21 of the Financial Services and Markets Act 2000, research which has been prepared by any of its affiliates. As used in this disclosure section, Morgan Stanley includes RMB Morgan Stanley (Proprietary) Limited, Morgan Stanley & Co International plc and its affiliates. For important disclosures, stock price charts and rating histories regarding companies that are the subject of this report, please see the Morgan Stanley Research Disclosure Website at www.morganstanley.com/researchdisclosures, or contact your investment representative or Morgan Stanley Research at 1585 Broadway, (Attention: Equity Research Management), New York, NY, 10036 USA. The following analysts hereby certify that their views about the companies and their securities discussed in this report are accurately expressed and that they have not received and will not receive direct or indirect compensation in exchange for expressing specific recommendations or views in this report: Edward Hill-Wood. Unless otherwise stated, the individuals listed on the cover page of this report are research analysts. Morgan Stanley Research has been published in accordance with our conflict management policy, which is available at www.morganstanley.com/institutional/research/conflictpolicies. As of June 30, 2009, Morgan Stanley beneficially owned 1% or more of a class of common equity securities of the following companies covered in Morgan Stanley Research: BSkyB, Informa, Lagardere, Reed Elsevier NV, Reed Elsevier PLC, SeLoger.com, SES, TF1, Vivendi, Wolters Kluwer, Yell. As of June 30, 2009, Morgan Stanley held a net long or short position of US$1 million or more of the debt securities of the following issuers covered in Morgan Stanley Research (including where guarantor of the securities): BSkyB, DMGT, Eutelsat Communications, Havas, ITV, Lagardere, Pearson, Publicis Groupe, Reed Elsevier PLC, SES, TF1, Thomson Reuters Corp., Thomson Reuters PLC, United Business Media, Vivendi, Wolters Kluwer, WPP Group Plc, Yell. Within the last 12 months, Morgan Stanley managed or co-managed a public offering of securities of Thomson Reuters Corp.. Within the last 12 months, Morgan Stanley has received compensation for investment banking services from Eutelsat Communications, Lagardere, ProSiebenSat1, Publicis Groupe, Reed Elsevier PLC, SES, Thomson Reuters Corp., Thomson Reuters PLC, Vivendi, WPP Group Plc. In the next 3 months, Morgan Stanley expects to receive or intends to seek compensation for investment banking services from Antena 3, BSkyB, CTC Media, Eutelsat Communications, Gestevision Telecinco, Havas, Informa, ITV, JCDecaux, Johnston Press, Lagardere, Pearson, ProSiebenSat1, Publicis Groupe, Reed Elsevier PLC, SES, TF1, Thomson Reuters PLC, Trinity Mirror, United Business Media, Vivendi, Wolters Kluwer, WPP Group Plc, Yell. Within the last 12 months, Morgan Stanley & Co. Incorporated has received compensation for products and services other than investment banking services from Publicis Groupe, Thomson Reuters PLC. Within the last 12 months, Morgan Stanley has provided or is providing investment banking services to, or has an investment banking client relationship with, the following company: Antena 3, BSkyB, CTC Media, Eutelsat Communications, Gestevision Telecinco, Havas, Informa, ITV, JCDecaux, Johnston Press, Lagardere, Pearson, ProSiebenSat1, Publicis Groupe, Reed Elsevier PLC, SES, TF1, Thomson Reuters Corp., Thomson Reuters PLC, Trinity Mirror, United Business Media, Vivendi, Wolters Kluwer, WPP Group Plc, Yell. Within the last 12 months, Morgan Stanley has either provided or is providing non-investment banking, securities-related services to and/or in the past has entered into an agreement to provide services or has a client relationship with the following company: Antena 3, BSkyB, Gestevision Telecinco, ITV, Lagardere, Mediaset, Pearson, Publicis Groupe, Reed Elsevier PLC, SES, TF1, Thomson Reuters PLC, Trinity Mirror, United Business Media, Vivendi. The research analysts, strategists, or research associates principally responsible for the preparation of Morgan Stanley Research have received compensation based upon various factors, including quality of research, investor client feedback, stock picking, competitive factors, firm revenues and overall investment banking revenues. An employee or director of Morgan Stanley is a director of WPP Group Plc. Morgan Stanley & Co. Incorporated makes a market in the securities of CTC Media. Morgan Stanley & Co. International plc is a corporate broker to BSkyB, Trinity Mirror, United Business Media. Certain disclosures listed above are also for compliance with applicable regulations in non-US jurisdictions. Disclosure Section Analyst Certification Global Research Conflict Management Policy Important US Regulatory Disclosures on Subject Companies STOCK RATINGS Morgan Stanley uses a relative rating system using terms such as Overweight, Equal-weight, Not-Rated or Underweight (see definitions below). Morgan Stanley does not assign ratings of Buy, Hold or Sell to the stocks we cover. Overweight, Equal-weight, Not-Rated and Underweight are not the equivalent of buy, hold and sell. Investors should carefully read the definitions of all ratings used in Morgan Stanley Research. In addition, since Morgan Stanley Research contains more complete information concerning the analyst's views, investors should carefully read Morgan Stanley Research, in its entirety, and not infer the contents from the rating alone. In any case, ratings (or research) should not be used or relied upon as investment advice. An investor's decision to buy or sell a stock should depend on individual circumstances (such as the investor's existing holdings) and other considerations. Global Stock Ratings Distribution (as of June 30, 2009) For disclosure purposes only (in accordance with NASD and NYSE requirements), we include the category headings of Buy, Hold, and Sell alongside our ratings of Overweight, Equal-weight, Not-Rated and Underweight. Morgan Stanley does not assign ratings of Buy, Hold or Sell to the stocks we cover. Overweight, Equal-weight, Not-Rated and Underweight are not the equivalent of buy, hold, and sell but represent recommended relative weightings (see definitions below). To satisfy regulatory requirements, we correspond Overweight, our most positive stock rating, with a buy recommendation; we correspond Equal-weight and Not-Rated to hold and Underweight to sell recommendations, respectively. 5 MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet Stock Rating Category Coverage Universe Investment Banking Clients (IBC) % of % of % of Rating Count Total Count Total IBC Category Overweight/Buy Equal-weight/Hold Not-Rated/Hold Underweight/Sell Total 739 1022 31 485 2,277 32% 45% 1% 21% 235 290 7 87 619 38% 47% 1% 14% 32% 28% 23% 18% Data include common stock and ADRs currently assigned ratings. An investor's decision to buy or sell a stock should depend on individual circumstances (such as the investor's existing holdings) and other considerations. Investment Banking Clients are companies from whom Morgan Stanley or an affiliate received investment banking compensation in the last 12 months. Analyst Stock Ratings Overweight (O). The stock's total return is expected to exceed the average total return of the analyst's industry (or industry team's) coverage universe, on a risk-adjusted basis, over the next 12-18 months. Equal-weight (E). The stock's total return is expected to be in line with the average total return of the analyst's industry (or industry team's) coverage universe, on a risk-adjusted basis, over the next 12-18 months. Not-Rated (NR). Currently the analyst does not have adequate conviction about the stock's total return relative to the average total return of the analyst's industry (or industry team's) coverage universe, on a risk-adjusted basis, over the next 12-18 months. Underweight (U). The stock's total return is expected to be below the average total return of the analyst's industry (or industry team's) coverage universe, on a risk-adjusted basis, over the next 12-18 months. Unless otherwise specified, the time frame for price targets included in Morgan Stanley Research is 12 to 18 months. Attractive (A): The analyst expects the performance of his or her industry coverage universe over the next 12-18 months to be attractive vs. the relevant broad market benchmark, as indicated below. In-Line (I): The analyst expects the performance of his or her industry coverage universe over the next 12-18 months to be in line with the relevant broad market benchmark, as indicated below. Cautious (C): The analyst views the performance of his or her industry coverage universe over the next 12-18 months with caution vs. the relevant broad market benchmark, as indicated below. Benchmarks for each region are as follows: North America - S&P 500; Latin America - relevant MSCI country index or MSCI Latin America Index; Europe - MSCI Europe; Japan - TOPIX; Asia - relevant MSCI country index. . Analyst Industry Views Important Disclosures for Morgan Stanley Smith Barney LLC Customers Citi Investment Research & Analysis (CIRA) research reports may be available about the companies that are the subject of this Morgan Stanley research report. Ask your Financial Advisor or use Research Center to view any available CIRA research reports in addition to Morgan Stanley research reports. In addition to the disclosures on this research report and on the Morgan Stanley disclosure website (www.morganstanley.com/researchdisclosures), important disclosures regarding the relationship between the companies that are the subject of this report and Morgan Stanley Smith Barney LLC, Citigroup Global Markets Inc. or any of its affiliates, are available at https://www.citigroupgeo.com/geopublic/Disclosures/index_a.html. This Morgan Stanley research report has been reviewed and approved on behalf of Morgan Stanley Smith Barney LLC. This review and approval was conducted by the same person who reviewed this research report on behalf of Morgan Stanley. This could create a conflict of interest. Morgan Stanley produces a research product called a "Tactical Idea." Views contained in a "Tactical Idea" on a particular stock may be contrary to the recommendations or views expressed in this or other research on the same stock. This may be the result of differing time horizons, methodologies, market events, or other factors. For all research available on a particular stock, please contact your sales representative or go to Client Link at www.morganstanley.com. For a discussion, if applicable, of the valuation methods used to determine the price targets included in this summary and the risks related to achieving these targets, please refer to the latest relevant published research on these stocks. Morgan Stanley Research does not provide individually tailored investment advice. Morgan Stanley Research has been prepared without regard to the individual financial circumstances and objectives of persons who receive it. The securities/instruments discussed in Morgan Stanley Research may not be suitable for all investors. Morgan Stanley recommends that investors independently evaluate particular investments and strategies, and encourages investors to seek the advice of a financial adviser. The appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives. The securities, instruments, or strategies discussed in Morgan Stanley Research may not be suitable for all investors, and certain investors may not be eligible to purchase or participate in some or all of them. Morgan Stanley Research is not an offer to buy or sell or the solicitation of an offer to buy or sell any security/instrument or to participate in any particular trading strategy. The "Important US Regulatory Disclosures on Subject Companies" section in Morgan Stanley Research lists all companies mentioned where Morgan Stanley owns 1% or more of a class of common securities of the companies. For all other companies mentioned in Morgan Stanley Research, Morgan Stanley may have an investment of less than 1% in securities or derivatives of securities of companies and may trade them in ways different from those discussed in Morgan Stanley Research. Employees of Morgan Stanley not involved in the preparation of Morgan Stanley Research may have investments in securities or derivatives of securities of companies mentioned and may trade them in ways different from those discussed in Morgan Stanley Research. Derivatives may be issued by Morgan Stanley or associated persons Morgan Stanley and its affiliate companies do business that relates to companies/instruments covered in Morgan Stanley Research, including market making and specialized trading, risk arbitrage and other proprietary trading, fund management, commercial banking, extension of credit, investment services and investment banking. Morgan Stanley sells to and buys from customers the securities/instruments of companies covered in Morgan Stanley Research on a principal basis. With the exception of information regarding Morgan Stanley, research prepared by Morgan Stanley Research personnel are based on public information. Morgan Stanley makes every effort to use reliable, comprehensive information, but we make no representation that it is accurate or complete. We have no obligation to tell you when opinions or information in Morgan Stanley Research change apart from when we intend to discontinue research coverage of a subject company. Facts and views presented in Morgan Stanley Research have not been reviewed by, and may not reflect information known to, professionals in other Morgan Stanley business areas, including investment banking personnel. Morgan Stanley Research personnel conduct site visits from time to time but are prohibited from accepting payment or reimbursement by the company of travel expenses for such visits. The value of and income from your investments may vary because of changes in interest rates or foreign exchange rates, securities prices or market indexes, operational or financial conditions of companies or other factors. There may be time limitations on the exercise of options or other rights in your securities transactions. Past performance is not necessarily a guide to future performance. Estimates of future performance are based on assumptions that may not be realized. Unless otherwise stated, the cover page provides the closing price on the primary exchange for the subject company's securities/instruments. To our readers in Taiwan: Information on securities/instruments that trade in Taiwan is distributed by Morgan Stanley Taiwan Limited ("MSTL"). Such information is for your reference only. Information on any securities/instruments issued by a company owned by the government of or incorporated in the PRC and listed in on the Stock Exchange of Hong Kong ("SEHK"), namely the H-shares, including the component company stocks of the Stock Exchange of Hong Kong ("SEHK")'s Hang Seng China Enterprise Index; or any securities/instruments issued by a company that is 30% or more directly- or indirectly-owned by the government of or a company incorporated in the PRC and Other Important Disclosures 6 MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet traded on an exchange in Hong Kong or Macau, namely SEHK's Red Chip shares, including the component company of the SEHK's China-affiliated Corp Index is distributed only to Taiwan Securities Investment Trust Enterprises ("SITE"). The reader should independently evaluate the investment risks and is solely responsible for their investment decisions. Morgan Stanley Research may not be distributed to the public media or quoted or used by the public media without the express written consent of Morgan Stanley. Information on securities/instruments that do not trade in Taiwan is for informational purposes only and is not to be construed as a recommendation or a solicitation to trade in such securities/instruments. MSTL may not execute transactions for clients in these securities/instruments. To our readers in Hong Kong: Information is distributed in Hong Kong by and on behalf of, and is attributable to, Morgan Stanley Asia Limited as part of its regulated activities in Hong Kong. If you have any queries concerning Morgan Stanley Research, please contact our Hong Kong sales representatives. Morgan Stanley Research is disseminated in Japan by Morgan Stanley Japan Securities Co., Ltd.; in Hong Kong by Morgan Stanley Asia Limited (which accepts responsibility for its contents); in Singapore by Morgan Stanley Asia (Singapore) Pte. (Registration number 199206298Z) and/or Morgan Stanley Asia (Singapore) Securities Pte Ltd (Registration number 200008434H), regulated by the Monetary Authority of Singapore, which accepts responsibility for its contents; in Australia to "wholesale clients" within the meaning of the Australian Corporations Act by Morgan Stanley Australia Limited A.B.N. 67 003 734 576, holder of Australian financial services license No. 233742, which accepts responsibility for its contents; in Australia to “wholesale clients” and "retail clients" within the meaning of the Australian Corporations Act by Morgan Stanley Smith Barney Australia Pty Ltd (A.B.N. 19 009 145 555, holder of Australian financial services license No. 240813, which accepts responsibility for its contents; in Korea by Morgan Stanley & Co International plc, Seoul Branch; in India by Morgan Stanley India Company Private Limited; in Canada by Morgan Stanley Canada Limited, which has approved of, and has agreed to take responsibility for, the contents of Morgan Stanley Research in Canada; in Germany by Morgan Stanley Bank AG, Frankfurt am Main, regulated by Bundesanstalt fuer Finanzdienstleistungsaufsicht (BaFin); in Spain by Morgan Stanley, S.V., S.A., a Morgan Stanley group company, which is supervised by the Spanish Securities Markets Commission (CNMV) and states that Morgan Stanley Research has been written and distributed in accordance with the rules of conduct applicable to financial research as established under Spanish regulations; in the United States by Morgan Stanley & Co. Incorporated, which accepts responsibility for its contents. Morgan Stanley & Co. International plc, authorized and regulated by Financial Services Authority, disseminates in the UK research that it has prepared, and approves solely for the purposes of section 21 of the Financial Services and Markets Act 2000, research which has been prepared by any of its affiliates. Private U.K. investors should obtain the advice of their Morgan Stanley & Co. International plc representative about the investments concerned. RMB Morgan Stanley (Proprietary) Limited is a member of the JSE Limited and regulated by the Financial Services Board in South Africa. RMB Morgan Stanley (Proprietary) Limited is a joint venture owned equally by Morgan Stanley International Holdings Inc. and RMB Investment Advisory (Proprietary) Limited, which is wholly owned by FirstRand Limited. The information in Morgan Stanley Research is being communicated by Morgan Stanley & Co. International plc (DIFC Branch), regulated by the Dubai Financial Services Authority (the DFSA), and is directed at wholesale customers only, as defined by the DFSA. This research will only be made available to a wholesale customer who we are satisfied meets the regulatory criteria to be a client. The information in Morgan Stanley Research is being communicated by Morgan Stanley & Co. International plc (QFC Branch), regulated by the Qatar Financial Centre Regulatory Authority (the QFCRA), and is directed at business customers and market counterparties only and is not intended for Retail Customers as defined by the QFCRA. As required by the Capital Markets Board of Turkey, investment information, comments and recommendations stated here, are not within the scope of investment advisory activity. Investment advisory service is provided in accordance with a contract of engagement on investment advisory concluded between brokerage houses, portfolio management companies, non-deposit banks and clients. Comments and recommendations stated here rely on the individual opinions of the ones providing these comments and recommendations. These opinions may not fit to your financial status, risk and return preferences. For this reason, to make an investment decision by relying solely to this information stated here may not bring about outcomes that fit your expectations. The trademarks and service marks contained in Morgan Stanley Research are the property of their respective owners. Third-party data providers make no warranties or representations of any kind relating to the accuracy, completeness, or timeliness of the data they provide and shall not have liability for any damages of any kind relating to such data. The Global Industry Classification Standard ("GICS") was developed by and is the exclusive property of MSCI and S&P. Morgan Stanley Research, or any portion thereof may not be reprinted, sold or redistributed without the written consent of Morgan Stanley. Morgan Stanley Research is disseminated and available primarily electronically, and, in some cases, in printed form. Additional information on recommended securities/instruments is available on request. 7 MORGAN STANLEY RESEARCH The Americas 1585 Broadway New York, NY 10036-8293 United States Tel: +1 (1) 212 761 4000 Europe 20 Bank Street, Canary Wharf London E14 4AD United Kingdom Tel: +44 (0) 20 7 425 8000 Japan 4-20-3 Ebisu, Shibuya-ku Tokyo 150-6008 Japan Tel: +81 (0) 3 5424 5000 Asia/Pacific 1 Austin Road West Kowloon Hong Kong Tel: +852 2848 5200 Industry Coverage:Media & Internet Company (Ticker) Edward Hill-Wood Aegis Plc (AEGS.L) CTC Media (CTCM.O) DMGT (DMGOa.L) Eutelsat Communications (ETL.PA) Havas (EURC.PA) IPSOS (ISOS.PA) JCDecaux (JCDX.PA) Johnston Press (JPR.L) Lagardere (LAGA.PA) Publicis Groupe (PUBP.PA) SES (SESFd.PA) Trinity Mirror (TNI.L) WPP Group Plc (WPP.L) Yell (YELL.L) Julien Rossi Antena 3 (A3TV.MC) Gestevision Telecinco (TL5.MC) M6 (MMTP.PA) Mediaset (MS.MI) ProSiebenSat1 (PSMG_p.DE) SeLoger.com (SLGC.PA) TF1 (TFFP.PA) Patrick Wellington BSkyB (BSY.L) ITV (ITV.L) Informa (INF.L) Mecom (MEC.L) Pearson (PSON.L) Reed Elsevier NV (ELSN.AS) Reed Elsevier PLC (REL.L) Thomson Reuters Corp. (TRI.TO) Thomson Reuters PLC (TRIL.L) United Business Media (UBM.L) Vivendi (VIV.PA) Wolters Kluwer (WLSNc.AS) Rating (as of) Price (07/09/2009) U (01/28/2009) E (09/16/2008) E (12/12/2008) O (08/03/2007) U (01/28/2009) E (06/16/2008) U (04/23/2009) E (03/15/2006) E (01/29/2007) E (10/23/2003) O (12/01/2006) O (08/01/2008) U (01/28/2009) O (07/24/2008) U (11/06/2006) E (09/29/2008) O (04/28/2009) E (07/09/2009) E (06/10/2008) E (01/29/2008) E (04/28/2009) E (04/21/2009) E (07/14/2008) O (12/17/2008) E (12/13/2007) E (05/22/2009) O (02/04/2009) E (06/18/2009) E (03/26/2009) O (05/18/2009) E (03/26/2009) E (03/17/2009) E (03/26/2009) 83p US$9.92 288p "18.18 "1.75 "17.82 "10.9 17p "22.9 "20.52 "13.18 60p 392p 22p "5.15 "5.73 "12.21 "3.86 "3.52 "19.8 "7.43 478p 34p 220p 1p 587p "7.87 458p C$32.44 1,704p 372p "17.02 "12.4 Stock Ratings are subject to change. Please see latest research for each company. © 2009 Morgan Stanley 

Related Links

• Teens Don't Give A Tweet About Twitter
• Millennials, TV & Multiplatform Media Consumption
• For Gen Y, Music is Oxygen
• The Mobile Internet Generation

Music 2.0: MTV Survey, MySpace Mobile, Twitter & Music, Warner Music Tax

MTV Survey Warns Of Loud Music's Impact on Hearing: MTV study on loud music & hearing loss looks to media, health pros to raise prevention awareness. [Ypulse]

MySpace: A Place For Phones: One question the effort to refocus on entertainment raises is how the shift affects the site's mobile strategy. Earlier this year, MySpace CEO Chris De Wolfe expressed big ambitions for the company's mobile business. [MediaPost]

10 Ways to Share Music on Twitter: Turns out, there are plenty of ways to share tunes on Twitter as well. Here are ten of the best ways to tweet about what you’re listening to. [Mashable]

Fewer Teens Share Music Illegally: The survey of 1,000 fans also shows that many14 to 18 year olds are now streaming music regularly online using services such as YouTube and Spotify. [Guardian UK]

Twitter Music Chart: A Billboard Hot 100 for Twitter? Since so much music is shared on the microblogging service, it’s possible to use this data to figure out which songs are attracting the most buzz, much like Twitter’s trending topics. [Mashable]

Search Engines for Music Lovers: If you have trouble finding music on the Web, you'll be happy to know there are search engines designed specifically for finding your favorite tunes. They can help you stream everything from Top 40 hits to classics. [CNET]

EMI is Screwed. Utterly Screwed: What is EMI’s role in this new music ecology? [Music Think Tank]

Five Ways the Mobile Phone will Change How You Listen to Music: The portable music revolution has only been with us for a few years, but we may already be on the cusp of the another paradigm shift. [Wired]

British Music Ranks Number One on the World Scale:  According to a new survey, one in three Americans agreed that when it comes to popular music, the Brits hit the right notes. [Transatlanticism]

Music Marketing Lessons From Groove Armada And Neko Case: In an interesting study in contrasts, this past week we’ve come across two artists who are taking slightly different approaches to arrive at the same goal: to get you to listen to their latest album and share it with your friends. [Ypulse]

Warner Music Pitches Music Tax To Universities: You Pay, We Stop Suing: The idea would be to get various ISPs to simply add an additional fee to everyone’s internet access, have that money go into a pool that the recording industry would be responsible for paying out — and then let people have free reign for file sharing. We hadn’t heard much about this music tax lately, but apparently attention is now being focused on getting universities to buy into the plan. [TechDirt]

Millennials, Mobile Phones & Social Oxygen

Gen C live for the weekend, it's when their social lives are amplified. The mobile phone is their 'social oxygen', especially on the weekend. A look into the importance of the weekend for Aussie youth as well as the role the mobile plays. via Dan Pankraz

Related Links

• mobileYouth
• Want to Reach Youth? Think Mobile
• Generation Text
  

Weekly Wrap: Social Media, TV & Michael Jackson, Captain EO, Video Game Tips for Parents, Teens Leaving Facebook, Bruno & MySpace, Adam Lambert on Michael Jackson

Social Media, TV, Michael Jackson & Saying Goodbye to the 'King of Pop': Michael Jackson's  memorial service garnered huge numbers on TV, but it also did big numbers on the social web. Facebook and CNN teamed up again to provide a live stream of Jackson's memorial and allow viewer to simultaneously share their thoughts on Facebook. Also worth a read is John Morton's post on 'The Passing of Michael Jackson & Mass Media.'

Over on Ypulse.com, Ypulse Youth Advisory Board member Nina shares who 'Michael Jackson was to Today's Teens.' In other related news, Disney may re-release the 3D Jackson space fantasy multimedia experience/film 'Captain Eo' and American Idol alum Adam Lambert shares his thoughts on Michael Jackson. [TechCrunch] [eWeek] [SuperGeekery.com] [Ypulse.com] [Examiner] [YouTube] [Rolling Stone]

Declaration of Independence from Social Media (For One Day): "When in the course of human events it becomes necessary for people to dissolve the digital bands which have connected them with all of their friends they haven’t seen since preschool, and to assume a life away from the computer for one day, a respect for other Internet users requires that the person should declare the causes which cause them to separate from social media for that day." (Very clever and worth reading!) [Examiner]

Bing Now Bigger Than Digg, Twitter & CNN: According to Compete.com, Bing was able to amass 49.57 million unique visitors in its first month as Microsoft’s official search engine. Bing’s traffic trumps that of Digg 38.96 million) Twitter (23 million), and CNN (28.54 million). We want to note that this focuses on U.S. visitors, since Compete does not track international visits. [Mashable]

Tweet of the Week: "If Google bought Twitter, it wouldn't get a new feature for 3 years. If Apple bought it, tweets would be .99 but you'd get a 10 character preview." [@DanielFlorien]

Raising a Healthy Gamer: Parenting is always a tough job, and video games are a tricky subject in today's families. Ars offers a no-BS guide to dealing with gaming and your children, and their advice is simple: you know your children better than anyone else.

Also be sure to check out video game parenting tips from the folks over at Microsoft & XBox 360 along with safety tips from Yahoo!, Disney and AOL. Just keep in mind that your kid is probably smart enough to hack your parental controls. [ARS Technica] [Yahoo! Safely] [AOL Parental Controls]

How to connect to Today's Millenials: Shop-Eat-Surf has a recap of a presentation given by Michael Wood, the Senior VP of Syndicated Research at Teen Research Unlimited (TRU), at the SIMA Boot Camp on understanding today's millennials. Hat tip to Group Y Sports for the heads up! [Shop Eat Surf]

Kids, Video Games, Learning & Health: The Center on Media and Child Health (CMCH) has a good analysis of the Game Changer: Investing in digital play to advance children's learning and health report released by the Joan Ganz Cooney Center at Sesame Workshop. [CMCH]

One Last Thing: Check out this mashup of the Michael Jackson classic 'Billie Jean' by Soulwax (great, great stuff!), Julia Fallon offers advice for educators Lost in Web 2.0 Cyberspace (pdf), a must-read article with fantastic ideas for teaching kids about media literacy & body image (thanks @tandrusiak!), as grandpa & grandma join Facebook--teens begin to bail, according to new research from BabyCenter 39% of moms report that they make 'net time' their quiet time, Crain's New York Business wonders if Bruno can save MySpace, and finally...don't tell Al Gore, but the environment is not the number one social cause among college students (pdf). [YouTube] [Princial Leadership] [MyHighPlains.com] [Read Write Web] [Crain's New York Business] [SurveyU]

Study: TV Linked to Kids' Bullying

A new study shows that the more television children watch, the more likely they are to become bullies. Dr. Joseph Wright of the American Academy of Pediatrics explained on The Early Show.

Related Links

• Texas Lawmakers Crack Down on Cyberbullies
• The Power of Play: Cyberbullying Solution?
• Ypulse > Cyberbullying

Japanese Youth Trend Watch: Manba & Para Para Dance

A few weeks ago I blogged about the 'bagelhead' trend that is popular in the underground club scene in cities like Tokyo and Osaka.

This week it's all about 'manba'....I know, you're asking yourself, "What the heck is manba?" I think TV Mole has the best and most succinct definition:

"Manba is where teens wear dark make-up, white eyeshadow and multicoloured wigs. There is a growing manba scene in London who meet in Chinatown and take part in a type of line dancing (known as 'Para Para')."

According to a story about the manba trend on the BBC:

"young people in the UK have been learning about the intricacies of 'manba' by making friends on the other side of the world using social networking sites and learning how to re-create the style through videos on YouTube."

Thankfully, to the best of my knowledge, the 'bagelheads' and the 'manba' folks don't hang out together. Now that would be one heck of a rumble....

Related Links

• YouTube > How To Do Manba Makeup
• YouTube > Getting Ready Manba Style
• YouTube > Para Para Manba Dance
• Flickr > Manba Girls!

Teen Tech Guru Jailbreaks iPhone 3GS

Wall Street Journal report Yukari Iwatani Kane has written a great piece about Ari Weinstein, a teen hacker who along with a bunch of other teens he met online, was able to jailbreak the Apple iPhone 3GS and iTouch.

Ari's just your typical 11 year old boy who can hack around the AOL parental controls, figure a work around that allows him to download games onto his iTouch for free and, oh yeah--meet up with other teen geeks online and jailbreak an iPhone.

No Apple isn't happy. And yes, Ari's parents have talked to him about ethics. And oh, they also made sure that Ari got an attorney.

Related Links

• Teens in Tech
• YPulse Mashup: Guy Kawasaki & Teen Entrepreneurs Panel
• Learning Styles 2.0: Digital, Social, and Always On

Weekly Wrap: Gen Y Love Mom & Dad, Google Generation, Best Buy Mobile Survey, MySpace as 'Digital Ghetto', Millennial Stereotypes & Calling BS on Social Media

The Real Life of Teens: The media portrays teens as being 'sexting', binge-drinking louts - but it's just a variation on a centuries-old stereotype. Why are we so afraid of young people? (This is such a great column, well worth reading and a refreshing portrayal of Gen Y.) [Irish Times]

Gen Y Still Love Mum & Dad: They might be young adults making their own way in life, but a new research published by the Australian Institute of Family Studies shows that the wired wonders of Gen Y still value the advice of their parents. [Courier News]

Google Generation is a Myth: Research conducted University College London claims that, although young people demonstrate an ease and familiarity with computers, they rely on the most basic search tools and do not possess the critical and analytical skills to asses the information that they find on the web. [JISC]

Tweet of the Week: "For the record, I keep my billions of virtual dollars tucked safely under my virtual mattress with a virtual rottweiler protecting (via @elusivefish)." Speaking of virtual currency... [Twitter] [Virtual World News]

Hot for Teacher?: A teacher accidentally put pornography into a DVD that was meant to be filled with school memories from the past year, and nobody caught the error until after it was sent home, shocking parents and students alike. Hey DJ--cue the music!. [CBS News] [MTV]

Calling Bullshit on Social Media: "For starters: social media is a stupid term. Is there any anti-social media out there? Of course not." I love this blog post. So. Spot. On. And long overdue [scottberkun.com]

Storytelling 2.0: Penguin Books have launched a great new site that allows kids to play in an unlimited online space where they can create their own virtual stories, books and games for just $10. Once created they can send them to friends to watch, read or play and save them to their own virtual bookshelf. [Digital Buzz via @liamom]

Best Buy® Mobile Survey: Of all Americans with mobile phones, 62% say they use text messaging, mostly because it's a convenient and quick way to communicate. More than one-third (37%) say they use texting to avoid long or tough conversations, and over one-quarter (27%) say they use it because they dislike talking on the phone. One-quarter feel it's a great way to flirt, particularly among the 18-24-year-old set (39%). [Business Wire]

One Last Thing: Corporate types pledge to be more open about tracking consumers online, according to some experts MySpace is now a 'digital ghetto', a new study by FUSE Marketing shows that teens love events, Steve Wheeler on e-learning 3.0 (think mobile!), the abstinence movement gets rebranded, two college kids get a book deal for 'Twitterature', and Nickelodeon launches video games with a pro social message (also related). [AP] [TransComic] [BrandFlakes] [Steve Wheeler] [Alpha Mommy] [Galley Cat] [MediaPost] [Press Any Key]

Japanese Youth Trend Watch: Here Come the 'Bagelheads'

 Anyone who works in the youth space knows that when it comes to trends Japanese youth lead the way. Even so, I don't think most of us saw this one coming down the pike.

The latest rage sweeping clubs from Tokyo to Osaka has Japanese youth injecting themselves with saline and creating temporary disfigurements on their faces and other parts of their bodies (use your imagination here folks). The process, commonly known as 'saline inflation' is also known as 'body modding.'

Kyoichi ‘Keroppy’ Maeda, an expert on the saline inflation and other underground trends among Japanese youth, explains the appeal:

"Things like suspensions are really quick. But saline infusion is a gradual process and you become a freak progressively. That’s the joy of it,” he explains. “You can enjoy watching it by having a few drinks and gradually seeing a transformation, but if you’re looking all the time, you can’t see the difference. If you meander off and come back, it’s a real surprise.”

You can check out a gallery of 'bagel heads' over on Bizarre Magazine.

Related Links

• Trend Watch: Smoking Smarties
• YouTube: Saline Inflation (Explict)
• Japanese Youth & Mobile Phone Trends
• The Sexual Revolution of Chinese Youth
• Japanese Youth Trend: Manba & Para Para

Dizzywood Virtual Summer Camp

This summer Dizzywood, the popular kids site that incorporates a pro-social message into a virtual world environment, is hosting a Virtual Summer Camp.

Participants at Dizzywood’s virtual summer camp can earn badges in several areas, such as gardening and exploring, which are designed to build confidence and provide a connection for children to participate in real-world activities in their communities.

Achievement badges are also awarded to players for specific accomplishments in-game, such as helping to rebuild the road to Canal City, or voting in the annual election for Chief Poobah. When kids earn a badge, it is displayed in the game on their player profile card for friends to see.

Here's a round-up of some of the summer activities taking place in Dizzywood:

• Players can now earn achievement badges for cultivating in-game skills, such as exploring and gardening, and for specific accomplishments such as voting in the annual election for Chief Poobah. The badges are displayed on player profile cards and designed to build confidence in young children.


• Dizzywood is fostering teamwork and collaboration in a fun meta-game of Color War, as part of its virtual summer camp for kids. Players can often be found at their team clubhouses self-organizing rallies to boost their team points and proudly displaying their team colors.

• Kids can now earn a membership to Dizzywood through the SmartyCard program. SmartyCard allows kids to earn stuff they want by completing educational and grade-appropriate activities. Rewards include subscriptions to their favorite virtual worlds, including Dizzywood.

Looks like there are lots of fun activities and games for kids to play in the virtual playground at Camp Dizzywood. All the fun of summer camp--without the mosquitoes!

Related Links

• Dizzywood Quests for Change
• Dizzywood Parents Guide
• Facebook > Become a Fan of Dizzywood
• More on Virtual Summer Camps