What inspires the curious generation: An immersive technique that engages and empowers

This paper reveals the research methodology and findings of MTV's annual youth study in India, for which the music and entertainment TV channel wanted a deeper engagement across a wider group of young Indians.

What inspires the curious generation: An immersive technique that engages and empowers

Shibani Nayak, Sumeli Chatterjee, Rahul Mullick, Sushma Panchawati and Gitanjali GhateMTV and The Third Eye

Background

The landscape in India has changed greatly over the last decade or so, and as with the global scenario, the Internet has changed the way people, especially the youth, think and live in India too.

The young Indian is now connected to millions of other young people around the world, making them like-minded, empowered, leveled in their knowledge, and vocal globally. It has...

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