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<FONT COLOR="#FF0033"><B>FICCI Frames ’06:</B></FONT> Connecting with Generation Me
With 62 per cent of its population less than 30 years old, India can well be considered a young country. That’s why experts feel that there is an increasing need for youth based and youth created entertainment content
India is a young country with nearly 62 per cent of its population under the age of 30 years. This group also forms the largest consumers of entertainment for every possible media vehicle – television, films, radio, Internet, gaming, events, etc.
According to experts, statistics say that today’s top searches on Google are for Sanya Mirza, Aishwarya Rai, Harry Potter, online cricket booking, etc. The crux of the story is that both involvement and customisation has taken its toll on the younger generation of India.
At a session on the third day of FICCI Frames 2006, Arvind Singhal, chairman, KSA Technopak, highlighted three vital points pertaining to this new India.
Singhal said, “What is the identity of this new India? Secondly, what is this new India doing? Thirdly, what is the message it is delivering to all of us?”
The old identity of Indians encompassed certain characteristics such as caste/community, family, socioeconomic group, religion and occupation. These characteristics defined the Indian identity. But this identity has changed now.
Singhal said, “The new Indian can be best termed as ‘Generation Me’, one that blends the best of Indian and Western essence. And religion has been replaced by the term Indian.”
This new breed of young Indians is confident, optimistic and full of aspirations. They take pride in being Indians. They have the freedom to think, speak and act.
“With new job opportunities coming up, they are eager to start earning younger. Naturally, they have a high disposable income at a very young age. We have also noticed the increase in the number of women workers,” added Singhal.
In addition to all this, the new Indians cherish their family values, they are go-getters and are opting for non-traditional professions. They are also media savvy and networked with an affinity towards gaming, films and hanging out.
Signing off, Singhal said, “To succeed in entertainment or any other business, we need to adapt to the culture of this young new India, rather than impose our old puritan values on them. We also need to think young and contemporary. Most importantly, we need to change our mindset first to invest for and reinvent India.”
© 2006 agencyfaqs!