MTV Research on defination of entertainment for youth

MTV Insight Studio has come up with Recreation Redefined, an interactive DVD kit which is a study on the ever changing world of entertainment. It basically focuses on youth and their entertainment options. The sample size of the research was of 3000 people from 16 cities.

Aditya Swamy, Sr. Vice President Sales & Marketing, MTV India explains, "Our approach with this study has been to understand what entertainment means to young people by immersing ourselves in their world, talking their language and understanding their symbols and I hope this serves a useful tool to all of us who are looking to get a greater return on our marketing investments."

The study concentrates on the usage and attitude of the youth, their various entertainment alternatives and also their take on the same. Two interesting areas covered through this study are Brands associated with entertainment and Emerging trends when it comes to recreation for young people. It reveals many interesting fact about youth of today and their preferences from different kind of cities categorised as hip towns, emerging towns and small towns.

Swamy, further says, "The speed and comfort with which young people are adopting and adapting, makes this is a very exciting time for youth marketers. We at MTV enjoy the sheer challenge of trying to stay ahead of this formula 1 generation."

India being high on youth population the research can prove wonders to the any industry that targets this section of the society.