New Delhi: MTV has emerged as the Most preferred and Favorite Youth Channel in India staying comfortably ahead of Disney UTV’s Bindass.
The study conducted Primary Data Analytical firm Chrome DM on the Youth Channel consumption has revealed that 42% of Indian Youth declaring MTV as their favorite channel while 23% of the respondents choose Bindass as their Favorite channel. Zoom stood at No. 3 with 16%, Channel V stood at No. 4 with 6% choice and Zing was opted by just 2%.
The study was conducted among 851 respondents between the age group of 15 to 40 years with 50% of them below the age of 25 years. Among them 62% are males and remaining 38% were females. The study highlighted the fact that 76% of the people under the age of 40 years are watching Youth Channels.
MTV was also preferred by 44% of Indian Youth as their choice of channel while watching TV and Bindass stood at second most preferred with 41% and Zoom was preferred by 29%.
Type of Content Consumed:
The study reveals the fact that 52% of Indian Youth are inclined towards Reality shows against 28% interest towards Drama. Talk Shows also attracted considerable amount of people with 10% of them opting for it, on the other hand 7% were interested in B-Town News.
Among the Popular Youth Reality attractions in the country,MTV’s SplittsVilla has been preferred by 67% and 42% of them declared it as their favorite show. While YehHaiAshiqi has seen 44% in preference index against 22% of them declared it as their favorite show. Gumrah has seen 40% in preference index with 16% declaring it as their favorite program. India’s Next Top Model has seen 31% in preference indext while again 16% opting it as their favorite program.
The study also decoded the fact that nearly 50% of the Youth wants more Reality based content while remaining half of them opting for various non-reality genre. Delving further in to their preferences the report says that 29% of the Youth want Reality shows based on Love Story. On the other hand 20% still wanted to see Singing Reality shows and 19% opting for Dance based Reality shows. It also revealed that 16% wants Crime based reality shows and 13% of them were event interested in Game shows.
Among the Drama Genre, the Youth were attracted towards Pyar Tune KyaKiya with 59% preference index and 45% favorite index. Aye Zindagi has scored 48% in preference index against just 10% in favorite index. Love Dairies has seen 41% preference index against 10% favorite index.
Youth also said a Big NO towards Drama based content for their future preferences with 76% voting against it. While they preferred Comedy, Love Story, Mystery, Adventure and Crime as their favorite Drama subjects.
The report also reveals that 46% of the Youth preferred MTV as their favorite destination for Reality shows on the other hand 41% preferred Zing for Drama Shows.
