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MTV revives youth marketing forum, launches youth research study

MUMBAI: MTV India, the youth destination, is reviving its iconic property - the Youth Marketing Forum. The company has also got Virgin Mobiles as the presenting sponsor for the forum - Age of Sinnocence.


The day-long forum will kick start on 29 April in Mumbai. The theme for the forum is “Welcome to the new Generation where conventional virtues are replaced by delicious Vices.”
 
MTV, which is also launching its yearly research report, noted from the research findings that the traditional vices that were frowned upon are now the driving forces in youth life. It also said that today’s youth is the “most connected” and “loudest generation” ever.


It said that the youth poke, tweet, ping, chat and broadcast every minute through status messages and it is also the most “voyeuristic and narcissistic breed of youth”.


The forum will discuss MTV’s research of Youth Vices and Virtues conducted across India. Different sessions during the forum will explore the relationship and attitude of Indian youth towards money, aspirations, career, ambition, romance, sex life all bundled into the‘Age of Sinnocence’.
 
MTV India channel head Aditya Swamy said, “The signposts of youth culture are changing every couple of years. And the time in between sees lots of trends come and go within individual spaces. The only way to stay on top of this generation is to live their lives and here’s where our non- traditional insight techniques work. Age of Sinnocence is a chance for all of us to open our minds to the world of young
people.”


Swamy said the study was conducted across 22 towns in the 18-24 years demographic with over 2000 respondents.


Over the years, MTV’s youth researches have thrown up some interesting insights on Indian youth. In 2002 the study focused on ‘Sources of Cool’ where cult branding took centre stage. In 2004, the study focused on ‘Tuning into the Youth’, which highlighted youth belief such as ‘live-and-let-live’ and more.
 
On its association with the forum, Virgin Mobile India CEO Madhusudan Mandyam said, “At Virgin Mobile India, we are delighted to be partnering with MTV for this forum, which will further cement our presence and the strong relationship we enjoy in the youth segment.


Virgin Mobile has always believed in reaching out to our target audience, get insights into their likes and dislikes, and then fashion our products and services to suit the requirements and needs of our customers.”


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