MTV Youth Marketing Forum - Age of Sinnocence

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Key note address by Adithya Swami, Channel Head, MTV at the MTV Youth Marketing Forum, Age of Sinnocence, on 29th April, 2011

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MTV Youth Marketing Forum - Age of Sinnocence

  1. 1. Youth Marketing Forum 2011 Images from getty images
  2. 2. Do we reallyknow the Young
  3. 3. Welcome to the jungle
  4. 4. Young peopledon’t wear bar codes
  5. 5. Facebook is the 4th Twitter is currently largest country in growing by more the world than 1000%79% of youth have 60% socialplay online games networking traffic More than 60% of web traffic is comes from non- peer to peer metro cities We looked at 5 89% research online Billion Youtube before deciding on videos last month 60% of Blackberry a purchase owners check their e-mails in bed
  6. 6. Informal , Unconventional Techniques Video diaries, ethnography interviews, semiotics studies, peerdiscussion, hangout observations, FB closed communities, online chats, net crawls, blogs and so on
  7. 7. Definitions of SINS HAS CHANGED
  8. 8. so, here are the key findings from the“age of sinnocence”
  9. 9. Youth is a social animal in real and virtual world 85 of them connect to social media more than once a day Boys are more Social than Girls
  10. 10. Money is my drug and I am an experience junkie70 feel money is necessary to even make friends
  11. 11. 54 admit toCheat cheating in exams, 40 feel its ok to Steal Other’s ideas to get ahead at work
  12. 12. 53%Want toexperimentWith their relationshipsBut believein marriage
  13. 13. JUST 11% want topursue their ex post break upsmove on!
  14. 14. Mom dadare mysecurityblanket
  15. 15. 72 choose PROFESSION OVER PASSION….feel they can earn more than their parents
  16. 16. “We’resinnersnot cheaters”
  17. 17. ConfidentCourageousExperience Junkiesbut outlook on family,career, marriage remaintraditional
  18. 18. While ambitions fire likeraging ENGINESPunting big on lifeExperimenting with relationshipsTaking short cuts to successBODY TALK
  19. 19. ….The flight is rootedTrust key in RelationshipsBelief in MarriagePARENTAL GUIDANCEWORK FOR MONEY
  20. 20. CO-HARMONIOUS CO-EXISTANCETOPOFTHECHARTS…
  21. 21. So, what GOING ON at MTV?1 to many – 1 to 1 > SOCIAL MEDIA DIALOGUEMulti-screen ENGAGEMENT > CrunchGATECRASHERS NOT ALLOWED> RoadiesPRICELESS LEGACY > GRINDEXPERIENCE JUNKIES > StuntmaniaBrand new Cocktails > studio
  22. 22. our RELIGION… no rules RESPECT CHALLENGE
  23. 23. In 2011, MTV explores the Vices & Virtues A comprehensive research done across 13 cities 2400 youth in age 18-24 The most comprehensive research of Youth Vices till date Probe into Experience, Ambition & Attitude towards Relationship and Money-their outlook to money, aspirations, career, ambition, romance, love and sex Methodology : mix of qualitative + quantitative + video diaries + ethnography + peer group discussions + semiotics studyStudy conducted by TNS and Available at all leading online & offlineQuantum Consumer Solutions stores . To book your personal copy, mail us at insights@mtvindia.com
  24. 24. To book your copy of Sinnocence Write to us at insights@mtvindia.com

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