Microsoft, MTV to conduct global technology study

MUMBAI: MTV and Microsoft Digital Advertising Solutions have joined forces to conduct a global study into the impact of technology on today’s youth.


The study, commissioned by MTV International (MTVNI) and supported by Microsoft Digital Advertising Solutions, is being conducted with teens and young adults across nine countries - India, China, Germany, Holland, Italy, Japan, Mexico, US and the UK. The study will examine the social impact of viral video, instant messaging, email, online social networks, mobile phones and on-line gaming.


The research aims to understand:

How today’s youth differ from their predecessors?

What behaviour has technology altered / eclipsed?

Do girls and boys use technology in the same way, for the same reasons?

Is there a prime age of digital engagement?

What factors dictate media platform and content choice?

The new role of entertainment media and brands in 2007 and beyond.

MTV Intl senior VP, international tesearch and planning Graham Saxton said, “The latest research into technology and teens has limited itself to understanding the habits of the early adopters or been obsessed by the technology itself. We decided to commission a study into understanding genuine social change.

"By viewing technology within the wider context of young people’s lifestyles we aim to demystify the digital generation and provide tangible insights for ourselves and our clients to continue engaging our audience now and into the future.”

Microsoft Digital Advertising Solutions head of International Research Caroline Vogt said, “There is a lot of received wisdom surrounding youth and their technology uptake. This research aims to uncover the real motivations driving behaviours and understand the role technology is serving in the daily lives of youth today. ”

The research began in August and full qualitative and quantitative results are expected by December 2006.

Latest Reads
Highly-beneficial interactions take place at Broadcast India '16

The 26th Broadcast India Show concluded over the weekend in Mumbai, and was easily the most exciting Broadcast India Show yet. With thousands of eager, high-quality trade visitors swarming the show floor, a sentiment signalling highly-beneficial exchanges and interactions echoed through the halls...

Technology Software Applications
India, China to propel APAC, beat CAS Europe market share

APAC is expected to overtake the market share of Europe in future due to an increasing demand for digital TV set-up boxes in countries such as China and India. North America and Europe dominated the global CAS market in 2015. APAC region is estimated to mark a growth rate of 12.0 per cent CAGR...

Technology Hardware Set-top Boxes
India lucrative market for 4K UHD STBs: Grand View Research

Here’s a view on the demand for 4K or ultra high definition (UHD) set-top boxes (STBs) in India.

Technology Hardware Set-top Boxes
Infor appoints Dass as south Asian subcontinent V-P

Infor, a leading provider of business applications specialized by industry and built for the cloud, has appointed Ashish Dass as the vice president and managing director for the south Asian subcontinent. Infor software helps eliminate the need for costly customization through embedded deep...

Technology Software Applications
Siti & DishTV opt for Conax conditional access

The Essel group has been using Conax’s tech for sometime now for its Siti Network (earlier known as Siti Cable). Now the group has extended that partnership for another product for both Siti Network and DTH operator Dish TV India. This time it is for the cardless set top boxes that the two are...

Technology Hardware Set-top Boxes
Imagine Communications extends functionality of Selenio One unified transcoding platform to OTT

MUMBAI: Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced a high-density adaptive bitrate (ABR) transcoding product built on Selenio One™, the company’s software-defined linear transcoding platform. Selenio One is designed...

Technology Hardware Components
DJI Makes Your Smartphone Smarter with the New Osmo Mobile

DJI, the world leader in creative camera technology, Thursday launched the Osmo Mobile, an extension for smartphones that turns them into intelligent, precision camera systems.

Technology Hardware Components
Prime Focus Tech gets funding from PE firm Ambit Pragma

MUMBAI: Prime Focus Technologies (PFT) – the technology offshoot of media services company Prime Focus - informed the Bombay stock exchange today that it had received its first round of funding from growth capital private equity fund Ambit Pragma.

Technology Software Applications
Three new products developed by C-DOT launched on its Foundation Day

Communications Minister Manoj Sinha today expressed the hope that 100,000 Gram Panchayats (GPs) will be connected through Optical Fibre Cable (OFC) by March next to set up a network infrastructure to serve the rural masses.

Technology Hardware Distribution

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories