2. Dominant values : Driven by a stubborn confidence to break into the big league, these
young people are ready to slog it out. The super ambitious youth thinks with an open
mind, experiments and takes risks to defend their own beliefs. What’s interesting is
that immediate family continues to be important for the Indian youth. And, body
worship is definitely a virtue! Experiential living rules the roost as every sensation is
heightened and enjoyed to get the maximum impact out of life.
Peripheral values : Neither are these values are supremely important, nor are they
discarded as redundant. Honesty, welfare of others and true-friendship lie
somewhere on the fringe and are no longer the driver values. Leisurely and chilled
out way of life is out-dated; the young folks love to work hard to earn their
independence and self respect.
Subdued values : These values are fast fading and let’s not get judgmental and
sentimental about them. Loyalty, self restraint, obedience and inner harmony are not
the hot favorites amongst the Young Turks. Approval from the society is not something
that really matters. They are extremely short term focused and do not strive for a
lasting contribution at in future.

3. Youth Value System : Key Values as Ranked by the
Youth
Seek a prosperous life 46
Dominant
Be ambitious & hardworking 44
Values
Good physical health 33
Take care of Family 32
Be broad-minded 31
Stand up for your beliefs 31
Seek a stimulating, active life 31
Be honest and truthful 27
Seek independence & free choice 27
Peripheral
Values
Seek self-respect 26
Seek equal opportunity for all 24
Work for the welfare of others 23
Seek a leisurely chilled out life 21
Seek true friendship 20
Loyalty to friends or the group 16
Long term orientation 15
Subdued
Have inner harmony within self 15
Values
Practice self-restraint & control 13
Be obedient and dutiful 12
Be polite & courteous 12
Seek approval from Society 12
Youth Research, MTV, 16 cities, 3110 sample size, 2010, SEC AB

4. The differences are not very stark on most of the values. But yes, there are some
differences between the two planets.
While both genders have similar dominant values, the men folks come across as more
ambitious and are strongly driven by dream of high-life. Interestingly, the need for
good physical appeal is stronger amongst men.
Women, on the other hand, show a higher scores for being open minded. They also
voice strong feeling to stand up for their own beliefs, seek equality in life and own
independence to live life on own terms.
On all the other values, both men and women show similar scores.

5. The Skew in Gender Values
High Female Skew High Male Skew
Seek a prosperous life 5
Dominant
Values
Be ambitious & hardworking 4
Good physical health 6
Take care of Family (1)
Be broad-minded (5)
Stand up for your beliefs (6)
Seek a stimulating, active life (0)
Be honest and truthful 1
Peripheral
Seek independence & free choice (2)
Values
Seek self-respect 3
Seek equal opportunity for all (4)
Work for the welfare of others 0
Seek a leisurely chilled out life (2)
Seek true friendship (1)
-
Loyalty to friends or the group 4
Long term orientation 0
Subdued
Have inner harmony within self (4)
Values
Practice self-restraint & control 4
Be obedient and dutiful 3
Be polite & courteous 0
Seek approval from Society (0)
Youth Research, MTV, 16 cities, 3110 sample size, 2010, SEC AB

6. In this constantly evolving era of media and
technology, Entertainment is being redefined. MTV engaged with
3115 youth across 16 cities in the age bracket of 15-24 years and
Sec AB to investigate the changing trends in Entertainment. The
research was conducted with a mix of quantitative
questionnaires, qualitative group discussions and ethnography
analyses. The objective of the research was capture the current
entertainment avenues and forecast winds of change in near
future.

7. …write to us at
insights@mtvindia.com