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.
Speaking about the project, 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 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. 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.”
This year, the study also explores the role of content in 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.
Expressing his thoughts at YMF2016, Sudhanshu Vats, Group CEO, Viacom18, said, “As a content powerhouse, it is mandatory for us to understand the pulse of our audience. Hence, MTV’s constant endeavor to understand its primary target audience – the youth, what they are up to and how they feel about various aspects of life – is extremely crucial. For the last 10 years, MTV has been working incessantly to understand every nuance of each interaction young people have amongst 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 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.”
MTV Insights Studio, which is the insights arm of MTV, conducts the detailed exploration on 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 what makes them tick. Spanning an 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 such as selfie-project, peer scope, 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 every year at the MTV Youth Marketing Forum 2016, which also featured renowned trend speakers across the world such as: