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MTV study covers 11,000 youngsters across 50+ Indian cities

MUMBAI: MTV is launching its biggest youth study ever covering 11,000 youngsters across 50+ cities across India.

Titled ‘MTV Many Me Project’, this in-depth research explores the many facets of youth life—their attitudes, motivations, aspirations and anxieties, presented with much fanfare at the MTV Youth Marketing Forum 2016.

Explaining the theme of ‘The Many Me Project’, Viacom18 head of youth and English entertainment Ferzad Palia said, “The Many Me Project is a look into the ever-changing, ever-dynamic youth of India. The headline of what has emerged is that today young people are fascinatingly multidimensional and multi-faceted. For them, being multitasking isn’t enough; they want to be multi-achievers. The world of the young is changing rapidly and the pace of this change is only doubling with time.”

Speaking about the MTV Youth Marketing Forum 2016, Viacom18 group CEO Sudhanshu Vats said, “As a content powerhouse, it is mandatory for us to understand the pulse of our audience, hence MTV’s constant endeavour to understand its primary target audience—the youth, what they are up to and how they feel about various aspects of life. For the last 10 years, MTV has been working incessantly to understand every nuance of each interaction young people have among themselves and their media consumption habits. It is these patterns of consumption and interaction which then form the basis of everything we do at MTV.”

The study explores the role of content in the life of youngsters and questions the existing paradigm that content is just a social currency.

MTV also investigates the emergent social etiquettes on the social media platforms, and the plurality of the online and offline lives of the youngsters. This research explores the manifestation of new-age gender definitions and its impact on the relationships between friends, families and significant others.

MTV Insights Studio conducts the detailed exploration of what makes the youth tick. MTV had conversations with more than 11,000 youth across more than 50 cities across NCCS (new definition of SEC) A, B & C in India to find out what exactly makes them tick. Spanning the age group of 13–25 years, MTV used a mix of qualitative and quantitative methodology.

This year, MTV deployed interesting non-intrusive yet immersive techniques like selfie project, peerscope, digital shadowing along with ethnographic interviews and peer group discussions to understand the new emerging face of young India. As always, the insights gathered from this research were presented through interactive seminars and presentations at the MTV Youth Marketing Forum 2016, which also featured renowned trend speakers across the world.

Over the years, MTV has published insights studies like MTV Curios Minds, MTV Power of One, MTV Age of Sinnocence, etc. Last year, MTV was also invited to present the insights at the ESOMAR Congress (Nice, France) and share the insights with the counterparts across 80 countries. This year, ThirdEye Qualitative and Juxt Smart Mandate have done the fieldwork for the project.