At the age of 32, Sudanshu Sarronwala's job requires him to frequent discos and school campuses and hang out with teenagers. Mr Sarronwala is the senior vice-president of marketing, research and communications at MTV Networks Asia. He is in Hong Kong for two days as a guest speaker at the first MTV Youth Marketing Forum. He lives in Singapore with his wife and six-month-old son. What's on your mind? Different societies have different social contexts and this forum has brought home the fact that teenage rebellion does not exist in the Asian context. Parental approval and Asian conformity are very important for teenagers. Youths do not rebel outwardly but inwardly, within their own system. MTV has a responsibility to be sensitive to the youth culture of particular countries. For example, we may not show some videos in Asia that we consider too risque but we would show them in the States. What is trendy in Asia at the moment? Japan is at the cutting edge of trend setting in Asia. Other Asian countries take that trend and localise and adapt it. However, the whole concept of computers is becoming a universal movement. It is the 'cool' and 'in' thing. Brand name footwear like Nike and Reebok is a trend that is gradually sweeping across key Asian cities. What are the aspirations of the young? Asian youths have their eyes on the window of the world, they want to learn and see things. They are hungry for information but at the same time, they are interested in their own culture and want to see it reflected globally. What is the best part of working with youths? There is a new group of people coming into our market every day and the challenge is to identify new trends and keep up with what is changing. Some trends like denim will be forever but things like the Spice Girls will only be a fad. What makes MTV so successful? MTV is the single largest trend-setting brand name in music for the young. Its success is a result of us being relevant and staying relevant. We spend time learning from the young and they guide us to what they want.