In a bid to understand its target audience, MTV, the youth channel of Viacom 18 Media Pvt. Ltd, a joint venture between Network 18 and Viacom Inc., conducted a study targeting the age group of 18-25 years. Titled ‘Age of Sinnocence’, the study explores attitudes towards money, relationships and views on ethics among the youth. For the report, 2,200 young men and women were contacted across 13 cities. The quantitative study was conducted by TNS Market Research in partnership with MTV. The qualitative part of the study, done by Quantum Consumer Solutions for MTV, covered 150 respondents in the six cities of Mumbai, Delhi, Chennai, Kolkata, Ahmedabad and Kanpur. These qualitative responses were collected through peer group discussions, same and mixed gender focus groups and video diaries, among other sources.
Also See Pulse of the generation (PDF)