THE DONITA AGE

From its birth in the early 1980’s, MTV has become a global phenomenon to reckon with. It has definitely affected the lives of many, especially the youth, influencing them in various aspects–music, fashion, lifestyle, and sometimes even in socio-political issues. Truly, MTV has successfully installed itself in the core of popular teen culture.

MTV personified. Surely, parents who see their children addicted to watching MTV say that the current state of music video channels have deviated from its original objective of showcasing pure music videos with VJs serving as mere fillers. But to the young, MTV personifies them. The interactive spiels of the VJs, the fast-paced, dynamic, and unconventional shots of most music videos, the hip clothes VJs wear, the way the artists in music videos groove... MTV is for the youth and the youth is MTV.

MTV… I Like. Along with the boom of MTV, VJ-ing has become one of the more sought-after careers in the world, if not the most. Why? Because it seems fun, glamorous, and easy. All you need is yourself, your eloquent English and any regional language speaking skills, and a bag full of creative ideas. Sounds easy right? But not all get the chance to be a VJ because VJ-ing is more than just talking and projecting in front of the camera. More importantly, it is about having "the right attitude" and that critical factor called charisma in order to win the hearts of the highly discriminating youth market.

The Donita Phenomenon. In Asia, VJ-ing is a career to behold. Thanks to our very own Donita Rose, the most famous MTV Asia VJ to date. Having been the second Filipina to appear on the cover of the much-raved Time Magazine, VJ Donita has had a good following not only in the Philippines, but also in the Lion City where she started her stint as a VJ. In fact, all over Asia. The young people everywhere loves her so much that even parents approve of having the beautiful VJ as their children’s crush. Sounds funny? Well, who wouldn’t want to be like VJ Donita? She has the privilege of being in the limelight, and televised in all of Asia. She has a sitcom in Singapore that everyone there loves. To top it all, she has a number of product endorsements under her sleeves. Isn’t she a lucky gal?

Starting Point. In most of her interviews, Donita sees her VJ stint as something that’s not really for the long run. Her VJ-ing will just be for the moment. It’s just her way of proving something to herself. Eventually, it will be her stepping stone to bigger dreams and challenges in the future.

Likewise, the young people who idolize her also plan to take the same path as what this lovable MTV VJ has taken. They see VJ-ing as a glamorous career with lots of money in return. And Yes! Indeed, it is! (Not to mention the perks of going to different places for free.) And like Donita, they see VJ-ing as a starting point for greater things ahead of them.

Your Life, Your Choice. Surely, having a career like VJ-ing is the in-thing right now because it fits well to the lifestyle of the youth today. It is seen as a career that can easily translate to fame and success, and eventually to a person’s international stardom. This is not all true. It is still the extraordinary effort, plus a dash of luck and sheer talent, that makes a person famous as a VJ. For your information, not all VJs end up like Donita who really rocked the Asian youth. Some were not even that near to that grand international dream when they finished their stint as MTV VJ.

But who knows! These are just some things to ponder upon. A reality check of sorts. It’s still your decision. It’s your choice. Do you want this kind of job? Well, if you think you have what it takes to be the next MTV VJ Donita, why not give it a try?