INFORMED
– PASSIONATE – DRIVEN – QUIRKY – RANDOM – HYPERACTIVE
WELCOME TO THE
ERA WHERE ONE IS MAJORITY
MTV
GEARS UP TO ANSWER ON ‘THE POWER OF ONE’
MTV Launches the
Largest Youth Study on the Millennial Generation
Mumbai 26th
April: MTV launches its annual youth study publication. The 2012 MTV
youth study aptly is titled ‘TATA DOCOMO
presents MTV Power of One 2012’, and explores the dynamic, expressive and
always connected gene of the youth of India. This year, MTV had intimate
conversations with more than 5000 young people
across 31 cities in India to find out what exactly makes them tick.
The study reaffirms that being connected 24X7, the youth sub-consciously
belongs to one homogeneous universe that transcends nationality,
religion, community differences. The homogeneity is fuelled by social and
digital equality in the young world. They love to friend one and all. The
homogeneity is a result of equal availability of opportunities on the internet
and uniform exposure levels across classes through the digital revolution. A whopping 98% of the youth MTV spoke to, believed that they have the power or the ability to
bring about change in the world around them. Almost a half of them vociferously complain online if
they don’t get a good service from brands. They feel empowered as the
media and brands shower special attention to them through campaigns and
communication. And, more than 50% of them
claim that they derive their power from the
social media network.
MTV’s research concludes that
the youth has a heart and they care for social and environmental issues that
affect them directly. Nearly 42% of the youth
insist that they will actively participate in a cause/movement that
affects them. There is a heightened enthusiasm amongst youth < 21 years and
women. Self employed professionals are also more open to taking up causes.
A detailed exploration with 5000+ youth confirms that
gone are the days when popular icons or celebrities help them in rapture.
Today’s youth is independent in thought and identity. 45% of them state they look up to their parents as
role models. And, 25% blatantly answers
they don’t have a role model. The youth today do not have a singular icon
name. They follow many public figures, but, emulate none. A mere 10% look up to
public figures as a role model.
Aditya Swamy, EVP
and Channel Head, MTV India, affirms, “Dissecting and bisecting young
people is an obsession at MTV. A herd of insight hunters armed with their non
traditional techniques, capture the real and virtual behaviour of our
trendsetters, jump right in to leverage the Power of One”
The research methodology
included a mix of quantitative questionnaires, qualitative group discussion,
ethnography analyses, peer group discussions conducted amongst 5000+ youth
between the age group of 15 to 24 years across 31 cities in India and represents
the attitude of trendsetting young generation. More details about the study are
available at www.mtvplay.in
MTV will unveil the findings of this study at the
flagship event MTV Youth Marketing Forum 2012 that is scheduled on
27th April 2012 in Mumbai. MTV’s comprehensive research of
youth voices, their sphere of influence, relevant youth causes and their
creative side on digital media is a slice of what the young generation is
buzzing about. The comprehensive and exhaustive
study is packaged in a DVD and a book and will be officially launched by MTV on
27th April at the Youth Marketing Forum 2012, at the Hangar, The
Lalit.
So feel the ‘Power of ONE’ with what it takes to live in
the millennial with Angela Barkan, Senior Director Marketing & Publicity –
Sony International, Andy Ridley, Co-founder Earth Hour, Henri Holme – Rovio
Entertainment Ltd, Creator Angry Birds, Chetan Bhagat – Bestseller Author and
more. Book your seat at www.bookmyshow.com
