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Post-pandemic, more youngsters want to earn from their hobbies: MTV Youth Study 2021

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Mumbai: Over 67 per cent of youth prefer streaming content of their choice, as it allows them to watch the content of their choice, without having to pretend or fear being judged. Majority of them also feel that it makes them more expressive and free, showed the latest MTV Youth Study – ‘Atmanirbhar by Circumstance’ released by MTV Insights Studio, on Friday.

The study covering over 26,000 respondents aged between 15 and 25 years from 50 Indian cities, attempts to provide a comprehensive overview of India’s Gen Z population, reflecting their evolving behavior, mindsets, habits, and perceptions amid a raging pandemic.

At least 21 per cent of Gen Z feel that following their passion is the most important thing in life rather than having a stable job, trending up exponentially from 9 per cent in 2016. With side-hustle gaining more importance in Gen Zers‘ lives, 70 per cent felt side-hustles are the real shot to fame and success and 69 per cent felt they would want to earn from their hobbies.

According to the study, ‘money’ holds prime importance for them in a post-Covid world. Over 46 per cent of respondents said “money is all that matters”, up from 21 per cent in 2019. Another 46 per cent said they would rather focus on being rich and successful instead of living a meaningful life, up from 25 per cent in 2019. 74 per cent felt there are a lot of undiscovered careers and ways to make money.

According to the report, more youth consider watching shows as a method of escapism into an imaginary world. The share of such respondents has gone up from 12 per cent in 2019 to 21 per cent post the pandemic.

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“2020 has been a pivotal year in so many ways. This edition of our youth study is the first such exercise post the first wave of the pandemic,” said Viacom18 head for youth music and English entertainment Anshul Ailawadi. “It offers a rare glimpse into how young Indians are coping with a changing world in which every aspect of their lives – from their education and relationships to their careers and interests – needs to be rebuilt.”

The in-depth qualitative and quantitative study offers to be a go-to handbook for the advertising and marketing community to steer communications for youth in the right direction. Among other findings, the report also found that 43 per cent of youth believe listening to music kept them emotionally healthy and consider it their top stressbuster.

Gen Zers’ belief in true love also continues to decline. One out of every two respondents said they flirted with someone else apart from their boyfriend or girlfriend during the lockdown. At least 25 per cent said they don’t believe in marriage up from 10 per cent in 2019 and 8 per cent in 2016. Over 13 per cent shared they are in a committed relationship down from 26 per cent  in 2019 and 35 per cent in  2016. They are less likely to date someone they meet online and believe that people treat relationships like stories – ‘here today, gone tomorrow’.

The study indicates that although Gen Zers are extremely vocal on subjects of national interest, they have muted participation in on-ground events. Over 83 per cent agree that political topics are a part of peer conversations.

The findings are a result of 185 questions covering seven broad topics: education, money, romance, national interests, content, family, friends, and spirituality, and the Covid-19 outlook.

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Given the negativity and volatility of the world around them, Gen Z is seeking refuge in family, religion, and friends. 52 per cent attributed their happiness to their family, up from 42 per cent in 2019 and 13 per cent in 2016. During the lockdown, 65 per cent of respondents said their families were the most motivating factor. Being family-oriented rose to the top of their partner’s priority list. 70 per cent felt more in control of their life after prayer and 62 per cent said being spiritual gave them clarity in a confusing world. 42 per cent would avoid having friends who compete with them, up from 18 per cent in 2019; 45 per cent felt friends are only for fun, up from 25 per cent in 2019

Over 56 per cent Gen Zers believe that life will be back to normal overthrowing the concept of the ‘new normal’ after Covid-19 subsides. As many as 51 per cent will wait for the right opportunity to come their way instead of going after just anything that is offered to them.

“Overall, the findings indicate, India’s Gen Z is increasingly becoming independent or Atmanirbhar while continuing to ride high on aspirations. We hope this research empowers new age as well as legacy brands that are looking to deepen connect and build trust with their Gen Z consumer,” Ailawadi added.

The launch of the report also saw participation from leading brands such as Godrej, Dabur, Dell Technologies, and Spotify kicking off a discussion on Gen-Zfying brands. The launch also had Gen Z representation from AIESEC, a non-governmental and not-for-profit organisation entirely run by youth for youth.

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Barc forensic audit in TRP row awaits as Twenty-Four probe gathers pace

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KERALA: A forensic audit commissioned by the Broadcast Audience Research Council (BARC) India has emerged as the centrepiece of the government’s response to fresh allegations of television rating point manipulation involving a regional news channel in Kerala, with both the audit findings and a parallel police investigation still awaited.

Replying to a query in the Lok Sabha, minister of state for information and broadcasting L Murugan, said Barc had appointed an independent agency to conduct a forensic probe into the conduct of senior personnel allegedly linked to the case.

The move followed media reports claiming that a Barc employee had accepted bribes to manipulate viewership data in favour of a regional television news channel.

“The report from BARC is still awaited,” Murugan told Parliament, signalling that the forensic exercise remains ongoing.

Industry specialists say forensic audits are crucial in alleged TRP fraud cases, as they examine internal controls, data access trails, panel household integrity, staff communications and financial transactions. The outcome could determine whether the alleged manipulation was an isolated breach or a deeper systemic weakness in India’s television measurement framework.

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Running alongside the audit, the Kerala Police has formed a special investigation team to probe the allegations. The ministry has sought a preliminary report from the state’s director general of police, including details of action taken on the first information report. That report, too, is yet to be submitted.

The episode has revived long-standing concerns over the vulnerability of India’s TRP system, particularly in regional news markets where competition for ratings is fierce and advertising revenues hinge on weekly viewership rankings.

India’s sole television audience measurement body Barc, has faced scrutiny before, most notably during the nationwide TRP controversy involving news channels in 2020. While tighter compliance norms were introduced in the aftermath, the latest allegations suggest enforcement challenges may persist.

On regulatory consequences, the government said any punitive action against television channels, including suspension or cancellation of uplinking and downlinking permissions, would be governed by the Policy Guidelines for Uplinking and Downlinking of Television Channels issued in November 2022, and would depend on investigation outcomes and due process.

The ministry also pointed to ongoing efforts to overhaul the ratings ecosystem. Television measurement continues to be regulated under the Policy Guidelines for Television Rating Agencies, 2014. Draft amendments were released for public consultation in July 2025, followed by a revised version in November 2025, aimed at tightening audit mechanisms and improving transparency and representativeness.

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In November 2025, Barc said it had taken note of allegations aired by Malayalam news channel Twenty-Four, which linked an internal employee to irregularities in audience measurement. The council said it had engaged a “reputed independent agency” to conduct a comprehensive forensic audit, underscoring the seriousness of the claims.

The ratings system sits at the heart of India’s broadcast advertising economy, shaping billions of rupees in annual ad spends. With trust in audience data once again under strain, advertisers, broadcasters and regulators are closely watching the outcome of the investigations.

Barc has urged industry stakeholders and media organisations to exercise restraint while the probe is underway, calling for an end to “unverified or speculatory claims” and reiterating its commitment to integrity and accountability.

Until the forensic audit and police findings are submitted and reviewed, the government said it would refrain from drawing conclusions.

 

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Rajat Sharma defamation row: Delhi court summons Congress leaders Ragini Nayak, Pawan Khera and Jairam Ramesh

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NEW DELHI: A Delhi court has ordered the summoning of senior Congress leaders Ragini Nayak, Pawan Khera and Jairam Ramesh in a criminal case filed by veteran journalist Rajat Sharma, sharpening a legal battle over alleged defamation and doctored digital content.

The order was passed on Monday by Devanshi Janmeja, judicial magistrate first class at Saket Courts, after the court found prima facie grounds to proceed under multiple sections of the Indian Penal Code, including forgery, creation of false electronic records and defamation.

Sharma, chairman and editor-in-chief of India TV, had approached the court over allegations made in June 2024 that he had used derogatory language against Congress spokesperson Ragini Nayak during a live television debate. He denied the charge, claiming it was fuelled by a manipulated video circulated online.

According to the complaint, a clipped version of the broadcast carrying superimposed captions, which were not part of the original programme, was first shared on social media platform X by Nayak and later amplified through retweets and public statements by Khera and Ramesh. Sharma said the viral spread caused serious reputational harm and personal distress.

The court took note of forensic science laboratory findings that pointed to visible post-production alterations in the video, including added titles and captions. It also cited witness testimonies from those present during the live broadcast, who stated that no abusive or objectionable language had been used.

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In a related civil matter, the Delhi High Court had earlier observed a prima facie absence of abusive remarks and directed the removal of the disputed social media posts.

With criminal proceedings now set in motion, the case adds to mounting scrutiny around political messaging, digital manipulation and accountability on social media platforms.

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Mukesh Ambani, Larry Fink come together for CNBC-TV18 exclusive

Reliance and BlackRock chiefs map the future of investing as global capital eyes India

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MUMBAI: India’s capital story takes centre stage today as Mukesh Ambani and Larry Fink sit down for a rare joint television conversation, bringing together two of the most powerful voices in global business at a moment of economic churn and opportunity.

The Reliance Industries chief and the BlackRock boss will speak with Shereen Bhan, managing editor of CNBC-TV18, in an exclusive interaction airing from 3:00 pm on February 4. The timing is deliberate. Geopolitics are tense, technology is disruptive and capital is choosier. India, meanwhile, is pitching itself as a long-term bet.

The pairing is symbolic. Reliance straddles energy transition, digital infrastructure and consumer growth in the world’s fastest-expanding major economy. BlackRock, the world’s largest asset manager, oversees more than $14 tn in assets and sits at the nerve centre of global capital flows. When the two talk, markets tend to listen.

Fink’s appearance marks his third India visit, a signal of the country’s rising strategic weight for the Wall Street-listed firm, which carries a market value above $177 bn. His earlier 2023 trips included an October stop in New Delhi, where he met both Ambani and Narendra Modi.

India is now central to BlackRock’s expansion plans, notably through its joint venture with Jio Financial Services. Announced in July 2023, the 50:50 venture, JioBlackRock, commits up to $150 mn each from the partners to build a digital-first asset-management platform aimed at India’s swelling investor class.

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The backdrop is robust. BlackRock ended 2025 with record assets under management of $14.04 tn, helped by $698 bn in net inflows, including $342 bn in the fourth quarter alone. Scale gives Fink both heft and a long lens on where money is moving.

He has been openly bullish on India. At the Saudi-US Investment Summit in Riyadh last year, Fink argued that the “fog of global uncertainty is lifting”, with capital returning to dynamic markets such as India, drawn by reforms, demographics and durable return potential.

Expect the conversation to range beyond balance sheets, into technology’s role in finance, access to capital and the mechanics of sustainable growth in a fracturing world order. For investors and policymakers alike, it is a snapshot of how big money is thinking about India.

At a time when capital is cautious and growth is contested, India wants to be the exception. When Ambani and Fink share a stage, it is less a chat and more a signal. The world’s money is still looking for its next big story, and India intends to be it.

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