SAN FRANCISCO, 7 March 2004 — A little piece of television history was made this week and it had nothing to do with “The Lord of the Rings” and its record sweep of the Oscars.
Instead, a show that aired this week on national and local cable channels was the first ever aimed at a demographic group that is likely to have a decisive impact on the future of the United States: Asian-Americans between the ages of 18-35.
In contrast to their more vociferous minority brethren, like the black and Latino communities, young Asian Americans function quietly in the background. While other communities enjoy entire channels programmed with them in mind, young Asian Americans never even had their own show, until now.
StirTV is changing all that. Hosted by four young Asian Americans, the 30 minute slot on the International Channel and others is a fast-paced news program with an MTV vibe.
The first show featured segments on the theme of independence, including interviews with successful Asian Americans like comic book artist Jason Shiga and record executive Kurtis Kato.
Future segments will include coverage of street racing, Asian Americans at NASA’s mission control in Houston and even a cultural segment analyzing the meaning of cool through the action films of director John Woo (“Mission Impossible”).
Nationwide, young Asian-Americans count for 5 percent of their age group’s population. But on the West Coast, especially in powerful economic centers like Silicon Valley, Portland and Seattle, the percentage is much higher, reaching 26 percent of all 18-35 year olds in the San Francisco Bay Area for example.
“There’s still a perception out there that Asian-Americans are foreigners,” said Janet Tzou of Mouther Media, a group which tracks media representations of Asian-Americans. “It’s a sign of the times that we’re still behind, because we’re not being seen in any mainstream venue.”
But many believe that this forgotten generation is about to burst on to the scene. “They are the next wave of ethnic media,” says Catherine Black of New California Media. “We’re looking at a very sophisticated set of tastes that underscores the cosmopolitanism of places like California.”
The StirTV presenters also feel strongly about the need for Asian- American programming. “Growing up Asian-American, you start talking to your friends about the few images you see of yourselves in the media,” says presenter Tony Wang, 31.
“We’re either cooking or doing martial arts. On this show we’ll explore what we’re really interested in, which will include Asian pop culture but also other stuff that has mass appeal and will cross ethnic divides,”Wang said. For some viewers, Wednesday’s inaugural show was the first time they had seen their lives and culture portrayed accurately.
“We are part of mainstream America, but we also have our own distinct communities, customs and culture,” says Margaret Lim, a postgraduate student.
“It was so refreshing to see that on television. It was like, yeah, we’ve finally arrived.”