From the house of Channel [v] comes the FYI Youth Report 2010, a study commissioned by the channel to understand the youth better and discover their evolving facets. The research was undertaken in the top 20 cities in India in the time period of the first quarter of Year 2010. It targeted around 5000 respondents in the age group of 16-19 SEC AB, with 8 lakh internet ethnographies. According to FYI, there is no one youth and hence, the study dwells on all the avatars of the youth. The study includes many variables such as gender, mainstream versus trendsetters as well as the various geographies. Nine touchpoints such as Entertainment, Relationships, Education & Career have been analysed to understand the respondent’s attitudes, behaviours and opinions.
Speaking on the launch of the report, Prem Kamath, executive vice president and general manager, STAR India Pvt. Ltd, said, “FYI Youth report 2010 is a Channel [v] initiative to demystify the largest and most profitable demographic of the country to brands. It is the most extensive guidebook of insights and trends of the Indian youth, which can be used by brands through its widespread findings. India’s most comprehensive youth research will help brands dissect the youth and know exactly what makes them tick.”