MTV Helps Marketers To Get Switched On

MTV has this week launched the first issue of its youth trend monitor, Switched On, in a bid to help companies to create more relevant youth-focused campaigns.

The new publication will be available both online and in print format and will initially be offered to marketers free of charge. The analysis, which stems from MTV’s research department, is based around the concepts of technology, sounds, style and lifestyle.

Paul Curtis, MD of MTV’s sales house, Viacom Brand Solutions, commented: “MTV has always been at the forefront of youth culture and has remained relevant by anticipating key trends and movements, Switched On reflects this insider knowledge, strengthening the relationship we have with brand owners by enabling both parties to create stronger, more relevant campaigns.”

A great deal of the research has been taken from MTV’s ‘Opinion Former Think Tank’, a resource of 50 young creatives including designers, DJ’s, journalists and producers who offer their opinions on different sub-cultures and trends amongst youth audiences.

The theme of the first issue of Switched On is subversion, with articles exploring the shift in power from the brand to the consumer. There is also an exploration of anti-corporate web-sites, which suggests that brands could benefit from looking at anti-advertising website adbusters.org.

According to the latest research from the ROAR youth research project, young people rank ethical concerns the least important factor when choosing a clothes brand (see No Logo Fails To Capture Youth Market).

MTV: 020 7284 7777 www.mtv.co.uk

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