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Channel [v] launches youth report for marketers

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MUMBAI: Star India’s youth brand Channel [v] has launched FYI Youth Report 2010, a study commissioned by the channel to understand the youth better.

Through this research, the channel provides marketers a medium to comprehend best the youth and discover their ever evolving facets.

"FYI is the most organised and structured study, leading to significant research and findings about the youth," the channel said.

The research comprised around 5000 respondents, with 800,000 internet ethnographies.

Star India EVP and GM – Channel [v] Prem Kamath said, “FYI Youth report 2010 is a Channel [v] initiative to demystify the largest and most profitable demographic of the country to brands. It is the most extensive guidebook of insights and trends of the Indian youth, which can be used by brands through its widespread findings. India’s most comprehensive youth research will help brands dissect the youth and know exactly what makes them tick.”

The study includes many variables such as gender, mainstream vs trendsetters as well as the various geographies to get a more holistic approach and cover all aspects of the youth.

Nine touchpoints such as entertainment, relationships, education and career are analysed to completely understand the respondent’s attitudes, behaviours and opinions.

The FYI research is undertaken amongst the top 20 cities in India in the time period of the first quarter of Year 2010, targeting the age group of 16-19 SEC AB.

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