Key note address by Adithya Swami, Channel Head, MTV at the MTV Youth Marketing Forum, Age of Sinnocence, on 29th April, 2011

1. Youth Marketing Forum 2011
Images from getty images

2. Do we
really
know the
Young

3. Welcome to the jungle

5. Young
people
don’t wear
bar codes

6. Facebook is the 4th Twitter is currently
largest country in growing by more
the world than 1000%
79% of youth have 60% social
play online games networking traffic
More than 60% of
web traffic is comes from non-
peer to peer metro cities
We looked at 5 89% research online
Billion Youtube before deciding on
videos last month 60% of Blackberry
a purchase
owners check their
e-mails in bed

7. Informal , Unconventional Techniques
Video diaries, ethnography interviews, semiotics studies, peer
discussion, hangout observations, FB closed communities, online chats,
net crawls, blogs and so on

8. Definitions of SINS HAS CHANGED

9. so, here are the key
findings from the
“age of sinnocence”

10. Youth is a social animal in real
and virtual world
85 of them connect to
social media more than once
a day
Boys are more Social than
Girls

11. Money is my drug and
I am an experience junkie
70 feel money is necessary to even make friends

12. 54 admit to
Cheat
cheating in exams,
40 feel its ok to
Steal Other’s ideas to
get ahead at work

13. 53%
Want to
experiment
With their relationships
But believe
in marriage

14. JUST
11%
want to
pursue their
ex post
break ups
move on!

15. Mom dad
are my
security
blanket

16. 72 choose
PROFESSION
OVER PASSION….
feel they can earn
more
than their
parents

17. “We’re
sinners
not cheaters”

18. Confident
Courageous
Experience Junkies
but outlook on family,
career, marriage remain
traditional

19. While ambitions fire like
raging ENGINES
Punting big on life
Experimenting with relationships
Taking short cuts to success
BODY TALK

20. ….The flight is rooted
Trust key in Relationships
Belief in Marriage
PARENTAL GUIDANCE
WORK FOR MONEY

21. CO-
HARMONIOUS CO-EXISTANCE
TOP
OF
THE
CHARTS…

22. So, what GOING ON at MTV?
1 to many – 1 to 1 > SOCIAL MEDIA DIALOGUE
Multi-screen ENGAGEMENT > Crunch
GATECRASHERS NOT ALLOWED> Roadies
PRICELESS LEGACY > GRIND
EXPERIENCE JUNKIES > Stuntmania
Brand new Cocktails > studio

23. our RELIGION…
no rules
RESPECT
CHALLENGE

24. In 2011, MTV explores the Vices & Virtues
A comprehensive research done across 13
cities 2400 youth in age 18-24
The most comprehensive research of
Youth Vices till date
Probe into Experience, Ambition & Attitude towards
Relationship and Money-their outlook to
money, aspirations, career, ambition, romance, love
and sex
Methodology : mix of qualitative + quantitative +
video diaries + ethnography + peer group
discussions + semiotics study
Study conducted by TNS and Available at all leading online & offline
Quantum Consumer Solutions stores . To book your personal copy, mail
us at insights@mtvindia.com

26. To book your copy of Sinnocence
Write to us at
insights@mtvindia.com