MTV launches youth insights portal MTV Play.in

In a bid to capture the attention of its target audience, MTV, the youth channel from Viacom18 stable, has launched a new website, MTVPlay.in. The channel claims that the new online destination peeks into the lives of this fickle audience, their thoughts, and even their fears.

"The website design, the lingo and grammar, even the puns signify the attitude and ambitions of the young," the channel says. It will be an open network and knowledge share platform where one can get regular SMS feeds, newsletters and youth insights by clicking on the subscribe button.

MTV India head Aditya Swamy says, "With MTV Play, we work with a diverse group of young people on a real time basis, which keeps us plugged into what's happening with an 18 year old. And we are happy to share this knowledge with partners, friends and anyone else who might be interested." The project has been co-created along with a team comprising 100+ collegians across 10+ cities in India. The youth network can share their views through closed community blogs, wall posts, and videos. The insights will be backed by extensive research by Third Eye Research Agency and MTV Insight Studio. The website is an ensemble of The 'Youth Speak', a collection of observations and expressions from Youth life.