MTV tags the generation as multi-achiever in 'Many Me Project' - the new youth study
‘MTV Many Me Project’, is an in-depth research that explores the many facets of youth life - their attitudes, motivations, aspirations and anxieties
This year, MTV launched its biggest youth study ever that covers 11000 youngsters across 50+ cities across NCCS (new definition of SEC) A B & C to understand the emerging trends. Aptly titled ‘MTV Many Me Project’, this in-depth research explores the many facets of youth life - their attitudes, motivations, aspirations and anxieties that was presented with much fanfare at the MTV Youth Marketing Forum 2016 – flagship insights event that studies and dissects the world of the youth.
Explaining the theme of ‘The Many Me Project’ further, Ferzad Palia, Head – Youth and English Entertainment, Viacom18 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 multi-faceted. For them, 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. At MTV, the universe of the young, we are passionate about tracking this change, because today, more than ever, the youth is incredibly dynamic. What’s more, they expect us, their brands, to be as dynamic, ever evolving and layered. It is a great pleasure for me to share these insights in order to help youth marketers build a strong connect with young people through cutting edge content.”
Speaking about the MTV Youth Marketing Forum 2016, Sudhanshu Vats, Group CEO, Viacom18, said, “The headline study for this year - ‘MTV Many Me Project’ - has thrown up some fascinating insights into the lives and minds of this absolutely dynamic demographic. I am positive that every single person who has been a part of the MTV Youth Marketing Forum 2016 will now be able to decode the ever-changing youth of India much better!”
This year, the study also 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 on 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 therefore, its impact on the relationships between friends, families and significant others.
MTV Insights Studio, which is the insights arm of MTV, conducts the survey and deployed interesting non-intrusive yet immersive techniques like selfie-project, peerscope, digital shadowing along with ethnographic interviews, 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. The MTV Youth Marketing Forum 2016 also featured renowned trend speakers across the world such as:
Ferzad Palia, Head, Youth and English Entertainment, Viacom18
Mike Reiss- Co-creator, producer and writer of The Simpsons
Cindy Gallop- Founder, MakeLovenotPorn and IfWeRantheWorld
Will Sansom- Director, Content & Strategy, Contagious Insider
Kerry Taylor- SVP, Youth and Music, Viacom International & CMO, Viacom UK
Shravan and Sanjay Kumaran- CEOs, GoDimensions (India’s youngest CEOs)
Yuvraj Singh, Ace Indian Cricketer and Youth Icon
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