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MTV Launches Youth Insights Portal

The open network and knowledge share platform will have astonishing facts about youth on weekly basis.

MTV Launches Youth Insights Portal

The open network and knowledge share platform will have astonishing facts about youth on weekly basis.

BestMediaInfo Bureau | Delhi | October 28, 2010

Young people live a different culture, don’t you agree? The most talked about movies are not seen in theatres, but shared online. The crazy race to ‘Medal of Honor’ has nothing to do with his academics or sports laurels, but helps if you are a virtual gaming wizard. The flashy jewelry, belts and bags compete with the new-age accessories like Ipods, hair streaks, tattoos for youth attention. Youth don’t date … they either hang out or check out. Surprised, are you? will help you with more such astonishing facts about youth weekly.

MTVPlay will give you a peek into their lives, their thoughts, even their fears. The website design, the lingo & grammar, even the puns signify the attitude and ambitions of the Young. What more, the site captures things as it happens. The comments and findings are as recent as last week. The website is an open network  and knowledge share platform where you can get regular SMS feeds, newsletters and youth insights by clicking on subscribe button- all this for free!  In past, MTV Youth Icons, Circuits of Cool and Recreation Redefined have been the most talked about Youth Studies presented by MTV Insight Studio in India in last few years.

Aditya Swamy, Head, MTV India says, “It is always exciting to find out new things and that’s what a day in MTV is all about. With MTV Play, we work with a diverse group of young people on a real time basis, which keeps us plugged into what’s happening with an 18 year old. And we are happy to share this knowledge with partners, friends and anyone else who might be interested... Happy Playing.”

So, how did we make this happen? The project has been co-created along with a big fat core team comprising 100+ collegians across 10+ cities in India. All of them have been handpicked through on-ground and on-line selection to form MTV I-Speak – the exclusive youth community of MTV that is created on the platform that is virtually the home of the Youth i.e. Facebook. The youth network shares their views through closed community blogs, wall posts, and videos therefore the observations are non-intrusive and unforced. The insights are backed by extensive research by Third Eye Research Agency and MTV Insight Studio. Third Eye Research agency is a boutique qualitative research organization with more than 20 years of experience in India. This is further substantiated through MTV’s body of Indian and International research. Theses researches are mix of qualitative and quantitative researches spanning 1000-3000 audiences.

And how can you use it? Well, MTVplay is collection of all the cool stuff that MTV knows into one place that provides you with a tool to keep us close to our audience (aka Youth), is a sounding board for new ideas and most importantly, it’s a great material for presentations. Let’s just say, you were looking for the 5 coolest things college goers are talking about, or their fantasy careers or their definition of chilled out day. Take a walk-through the website, the answers are right there. The website is an ensemble of - The ‘Youth Speak’, a collection of observations and expressions from Youth life. The pencil mnemonic ‘MTV Says’ –is a decoder of the Youth actions into insights for brands.

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