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Writer: exchange4media News Service - Thursday, Apr 17,2014 8:26 AM

Indian youth is 'curious to curate' says MTV Youth Marketing Forum

Indian youth is 'curious to curate' says MTV Youth Marketing Forum

The young in India are re-inventing, and MTV India organised the MTV Youth Marketing Forum to provide clues on how to de-code them. This year, the forum's focus was on 'The Curious Minds' study which has thrown some interesting insights on how today's young people are evolving.

Explaining the theme 'The Curious Minds' further, Aditya Swamy, Executive Vice President and Business Head, MTV India, said, "Curious Minds is the largest insight study we have commissioned in terms of the spread of the study. We have brought in fresh new techniques to collect and analyse the data.  The headline of what has emerged is that today young people are using their curiosity to curate their lives. It was a great pleasure for me to share this with our business partners in order to build a strong connect with young people through cutting edge content. Think Young, Think MTV."

Every year, MTV undertakes a massive research to understand what makes its core audience – the youth- make the choices that they do. The findings and insights gathered from this research are then presented through interactive seminars and presentations every year at the MTV Youth Marketing Forum, thus making it the ultimate word on the youth. This year, MTV had conversations with more than 11,000 young people across more than 40 cities across Sec A& B in India to find out what exactly what makes them tick. MTV spoke to youth between 13-25 years of age, as the definition of youth is getting stretched.

This year at the Forum, MTV invited some of the best known marketers, trend hunters and thought leaders from across the globe to come together and dissect the bold and ever-changing world of the youth. The day saw trend presentations and interactive sessions delivered by content creators, brand bosses and everything in between.

This year's line-up of speakers included:

Irfan van Ewijk – Founding Member of ID&T

Steven Sos – Regional Sales Director, Shazam Entertainment

Heather Smith – Board Chair, Rock The Vote

Christian Kurz – VP – Research, Insights and Reporting, Viacom International

Shashi Tharoor, Member of Parliament

MTV –The Curious Minds study has also been selected for presentation at ESOMAR Congress (Nice, France) on basis of the cutting edge research methodologies used for this study.

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