Television

36% youth watch shows on TV,18% watch shows online: MTV study

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/02/MTV%20study.jpg?itok=hkyl8Ger

MUMBAI: Today's generation is considered to be full of zest, zing and vim. The youth have their own unique odds which would be irritating to older people but which generation has not manifested such behaviors in the past? The young on-the-go audience is constantly connected to each other and has easy access to the world with information at its finger-tips. This generation's interests are not one, but many wherein it seamlessly transcends online and offline versions of self. This generation doesn’t believe in discriminating through race, religion, or gender. It firmly believes that with these values, it will be able to build a better India in the future. The youth is dynamic, but not impulsive; is complex, but not chaotic, reveals MTV Youth Marketing Forum.

MTV is back with the 10th edition of its research titled ‘The Many Me Project’ stressing on what content is consumed and what is published. The survey covered 11,000 young people in the age group of 13 to 25 across 50 plus cities and has reached out to NCCS A, B and C across the age bracket of 13-25 years to increase the robustness of the research. For the 6 month long interactive survey, the qualitative part of the study was conducted in association with Third Eye Research whereas the quantitative segments were handled by Juxt Smart Mandate.

The investigation was done by undertaking key initiatives the like selfie project, digital shadowing and by studying peerscope and ethnographies of the youth.  The data discloses youth to be multi-dimensional, open minded, brave, witty, inspired, mindful, fun, a sum of many me’s.

“We have not tortured data”, says Viacom18 head of youth and English entertainment Ferzad Palia in jest. “This data is an eye-opener for all of us. This young generation is not the era of ‘jugaadus’, but they are smart-thinkers and are not looking for shortcuts. The youth wants to strategically work smart and hard. Through this data many important insights will be presenting at the forum which are sure to change the way marketers view the youth of India today”, he further adds.

A question always arises that where does the youth consume new content from? The youth are discerning about content but not about where they watch it. The study reveals that TV still remains a go to for Indian youth and they’ll not go anywhere other than TV to consume good content. Each device has its benefits and disadvantages and the sources for discovery and consumption may differ. 36 per cent of the youth watch shows only on TV, while 18 per cent watch shows only online. The study shows that young audiences first discover a new show on TV and then watch it online.

The study shows how the role of technology has changed for multi-taskers with 32 per cent people having the opinion that they have more choices now as compared to 16 per cent in 2014.

Speaking about the MTV Youth Marketing Forum 2016, Viacom 18 group CEO Sudhanshu Vats says, “As a content powerhouse, it is mandatory for us to understand the pulse of our audience. Hence, MTV’s constant endeavor to understand its primary target audience – the youth, what they are up to and how they feel about various aspects of life - is extremely crucial. For the last 10 years, MTV has been working incessantly to understand every nuance of each interaction young people have amongst themselves and their media consumption habits.  It is these patterns of consumption and interaction which then form the basis of everything we do at MTV. The headline study for this year - ‘MTV Many Me Project’ - has thrown up some fascinating insights into the lives and minds of this absolutely dynamic demographic. I am positive that every single person who has been a part of the MTV Youth Marketing Forum 2016 will now be able to decode the ever-changing youth of India much better!”

Youth also considers entertainment as enrichment and resonatee that good content always has that hangover effect wherein it urges them to think, share, create and comment. Entertainment and content are not about just filling gaps of time between doing other things, reveals the data. On the one hand, 50 per cent of the young people in the age group of 13 to 17 years and 63 per cent between 18 to 25 years think that they learn a lot about coping with tricky situations through the characters and storylines of their favourite shows.

The report also reveals how 81 per cent of the youth aspire for eventually becoming self-employed, while 17 per cent of them think of working for a stable organization.  The new high is becoming self-employed rather than just doing a job.

“The MTV Youth Marketing Forum is our flagship insights series and the idea was to make it as experiential for the attendees as possible. So we thought why not we actually create a teenager’s room? And what better way for you (the audience) to do it than being a part of it? So you are the prop and he (the teenager) is the protagonist. Every element in the room reflects his passion – stuff that he listens to, stuff he plays with, brands he flaunts, etc. It’s not 3D but a 4D stage because you can actually see a live protagonist, a specific boy, who was recruited (we actually did screenings and auditions) only for this activity”, adds Viacom 18 youth cluster head marketing, media and insights Sumeli Chatterjee

“No other brand does this kind of a research like us. We want to stay ahead of the curve. These insights will be shared across and will help advertisers. 2016 was a more pronounced year than 2014 and had many complexities than we ever thought”, she further adds.

Palia voices that the study will help the channel and its business partners in building a strong connect with the young audience.

Click here to view the complete report:

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/24/Laliga.jpg?itok=0cJj64re
Sony changes LaLiga telecast time for India

MUMBAI: Sony Pictures Sports Network (SPSN), the official broadcaster of LaLiga, has scheduled the El Clasico match between arch rivals Real Madrid and Barcelona on 23 December 2017 at 5:30 pm to suit the timing of Indian viewers. The live coverage of the game will begin at 4:30 pm on SONY TEN 1...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/24/children_0.jpg?itok=AuitTJKN
When children became editors...

Asianet News, the leading news channel in Kerala, has been keen enough to cater to the needs of the audience. As part of engaging the audience, the channel organises various programmes throughout the year. One such initiative is the Child editor, held every year on Children’s Day since 2013.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/24/kids.jpg?itok=CMqVgNwW
Nickelodeon bags array of sponsors for Kids Choice Awards 2017

Nickelodeon is all set to kick off the awards season- - Kids Choice Awards (KCA), with an opportunity to vote for their favourites across multiple categories and decide who will take home the iconic Nickelodeon blimp. Dabur Red Paste has come on board as presenting sponsor, JollyRancher as powered...

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/24/times-now.jpg?itok=w5TdGWxW
Republic TV, Times Now viewership moves up as genre ratings fall

BENGALURU: The two top-ranked channels of the Indian English news genre saw small increases in their weekly viewership in week 46 of 2017 (Saturday, 11 November 2017 to Friday, 17 November 2017, period, week under consideration) as compared to the nadir of the previous week.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/heerutv-shows.jpg?itok=1scjbVk7
Sri Lanka's higher TV content import levy to hurt Indian TV channels

MUMBAI: Ouch! India's content syndication executives are yelping in pain. Sri Lanka’s (SL) finance & mass media minister Mangala Samaraweera, earlier this month,  issued a set of regulations which increases the levy that the government will be imposing on imported dubbed teledramas, films and...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/sunil_1.jpg?itok=HDvqMS6f
Leica enters India market, aims to revolutionise high-end photography

German high-end cameras and optics brand ‘Leica,’ today launched its operations in India. With a vision to change the dynamics of photography in the country, the brand has opened its doors to customers in India by inaugurating its first partner store in the capital city. With this, the brand plans...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/rahul.jpg?itok=zJvpc_2H
Rahul Mishra Shemaroo's new general manager marketing

Shemaroo Entertainment (Shemaroo) has appointed Rahul Mishra as general manager marketing. He will be reporting to the company’s director, Hiren Gada. Mishra's new role has been specially created to spearhead the brand in its current transitional phase.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/isl.jpg?itok=7-zexWZ-
Hero ISL S4 opening game saw 59% viewership growth

The opening match of the Hero Indian Super League (ISL) season 4, ATK and Kerala Blasters FC, got 25 million total TV impressions with a 59 per cent growth in viewership over last year’s first game, as per data shared by the broadcaster.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/23/vaishali.jpg?itok=WZQdFUC_
Vaishali Sharma takes charge of Sab, Sony Pal marketing

Vaishali Sharma, the marketing SVP for the Hindi movies cluster at Sony Pictures Network India (SPNI), is now taking a crack at comedy as she moves to handle marketing for Sab TV and Sony Pal. A source close to the development confirmed the news to Indiantelevision.com

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories