The Power of Reflective Content: Using content to explore and understand youth identity in India

The paper describes a qualitative research project by MTV India, the television channel, that investigated the relationship between content and youth identity among India's centennial generation.

The Power of Reflective Content: Using content to explore and understand youth identity

Sumeli Chatterjee, Shibani Nayak, Sushma Panchawati, Aman Anand, Devika Johar

Introduction

MTV in India today is not just a television channel or a broadcaster. We aim at constantly being part of the pulse of the youth, whether it's a concert, clothing and accessories, a comedy act, or a mobile app that lets you 'count your drinks' on a night of heavy partying. It is MTV's endeavor that there be a little bit of MTV everywhere, in every part of the young's life. It therefore becomes crucial to...

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