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MTV titles youth study as ‘Age of Sinnocence’

MUMBAI: The average Indian youth believe that lies don’t hurt anyone and honesty is no longer about always doing the right thing, according to a recent study MTV has undertaken with TNS and Quantum Consumer Solutions.


54 per cent youth admit to having cheated in the exams, while 35 per cent say it is ok to cheat and lie to do well in their jobs.


Titled ‘MTV Age of Sinnocence‘, the report said 90 per cent men agreed money attracts the opposite sex and 66 per cent of men are in favour of getting physical in a relationship.
 
With a mix of quantitative questionnaires, qualitative group discussion, ethnography analyses, video dairy presentations, peer group discussions and an semiotics study, conducted amongst 2400 youth between the age group of 18 to 24 years across 13 cities in India, the study asserts to resonate the attitude of today’s generation -- virtues are out, vices are in.


MTV India channel head Aditya Swamy said, “MTV has always invested in studying and understanding the youth. Over the years, our studies have thrown up some very interesting insights. Our headline study for 2011, Age of Sinnocence, is an opportunity for us to open our minds to the world of young people.”
 
For youth, money is the most important factor in a job. While 90 per cent want to earn more than their parents, 60 per cent say they would look for shortcuts to success and 47 per cent feel it is ok to offer sexual favours to move up in life.


Swamy said, “Today, young India is confident and courageous. They are experience junkies. Nothing is taboo, nothing is out of reach. With this kind of self belief, the sky is the limit for this generation.And to connect with them, you need to be provocative and break all rules. Welcome to a world where sin is in.”


The traditional vices that were frowned upon are now the driving forces in youth life - no inhibitions, no barriers and no judgments passed, the study affirms.
 
The research, all packaged in a book, was officially launched MTV India during the Youth Marketing Forum 2011.
 

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