Abstract:

This paper presents findings from an extensive research project conducted by MTV Networks during the summer of 1999 to broaden its understanding of young ethnic consumers. Quantitative and qualitative research with white, African American, and Latino 6 - 17 year olds revealed perceptions of gender and ethnic differences, as well as other important social issues of relevance to them. As the population in the United States becomes more and more ethnically diverse, the television landscape becomes increasingly competitive, and as Nickelodeon and MTV continue to expand their brands into businesses beyond television it is more important than ever to maintain a solid understanding of the target audience.