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The N Launches Second Phase of 'The Millennial Values' Research Study As Part of Ongoing Dialogue With Teens

Posted on: Monday, 30 April 2007, 15:04 CDT

NEW YORK, April 30 /PRNewswire/ -- In an ongoing effort to represent the authentic voice of teens and young adults, The N has launched the second phase of its national research campaign, "The Millennial Values" research study. The N will kick off the second phase of the national study at The Spring Awakening & Degrassi Live Verbal Mash-Up, a one-hour open discussion with teens, on Monday, April 30 at Broadway's Eugene O'Neill Theater. More than 500 teens will participate in the live townhall and will be asked to answer poll questions via mobile about pressure, self-esteem, identity and love. The results will be incorporated into the larger "Millennial Values" study.

"Being a teenager is complicated as teens are faced with many challenges and changes," said Sarah Lindman, Senior Vice President and General Manager, The N. "Through this research, we hope to better understand teens today and help them navigate their lives with programming that sees the world from an authentic teen point of view."

The nighttime network for teens "Millennial Values" research study is an ongoing, anonymous, national online study to uncover the values, attitudes and beliefs of the Millennial generation. Issues such as personal safety, stress and belief in the "American Dream," ranked high among teens today as well as other issues including, religious beliefs and familial relationships.

Phase one of the two-phase study was conducted in 2006 and incorporated six focus groups and a quantitative survey with over 1500 young Americans 13- 24 years of age, representative of the U.S. by ethnicity. Respondents were recruited via email, and hyperlinked to a website to participate in the 25- minute, private survey. Phase two of the study will include exit polling at the New York event, polling on the network's web sites The-N.com and Quizilla.com as well as the networks' Teens Everywhere mobile research panel.

"The N is in constant communication with its audience about their lives through the very technologies teens use everyday," said Radha Subramanyam, Vice President, Research and Planning, The N. "We are continuing to follow up on the large, representative 'Millennial Values' study with SMS-based polling and polling on our various websites including The-N.com and Quizilla.com."

The key findings from the "Millennial Values" study are: -- The #1 issue that concerns the Millennials is their personal safety (81%). Crime/Violence, Terrorism and the War in Iraq rank high among their concerns. These issues rank above the economy and the environment and far above other "popular" social issues. Concern for personal safety may reflect generalized anxiety in a generation growing up between 9/11 and the War in Iraq. -- Stress is a key truth for Young Americans. Nearly half of all young people feel their stress level is "very high" or "high." Young Americans also believe they are dealing with a more competitive, stressful and complicated world than their parents' generation. The greatest source of stress is their future, including pressure to get into a good college, to get a good job and to make money. * Girls are significantly more stressed than boys and almost 60% of teens report they are more stressed today than they were two years ago. -- The "American Dream" is alive and well. Two out of three Young Americans believe America is the land of opportunity and anyone can be successful regardless of their background. * Boys are inclined to be more patriotic and isolationist than girls. -- Millennials exhibit a mixture of traditional and progressive values and describe their generation as more open-minded and tolerant than previous generations. Teens and young adults have "traditional values" such as family orientation and religion, but also "untraditional" values such as open-mindedness, diversity and technological obsession. * Compared to their parents' generation, two out of three believe they are much more tolerant toward different ethnicities and cultures. They also believe they are more accepting of different sexual orientations. -- Millennials have low generational self-esteem. Almost half surveyed described their own generation as "lazy" and "materialistic." And while more than one third described their generation as "self- absorbed," less than one quarter believe they are "socially conscious." -- Millennials exhibit strong familial relationships and bonds. Seven in ten are "satisfied" with their family life three out of four place a high degree of importance on being close to their parents and siblings. * Interestingly the oldest segment of young people, 22-24 year-olds, are most satisfied with their family life. -- Religion is important to about 50% of the Millennials, with one in three claiming it is "very" important and over half say it's "very" or "somewhat" important. * Religion is more important to girls, African Americans and Hispanics and younger teens.

The N, the nighttime network for teens, is a programming arm of MTV Networks and is currently available in 57 million households via cable, digital cable and satellite television. The N's mission is to be the authentic voice for teens and help them figure out their lives with relevant, topical programming on-air and online at the network's Emmy Award-winning web site http://www.the-n.com/. The N airs everyday from 6:00 p.m. to 6:00 a.m. (ET). The N and all related titles, characters and logos are trademarks of Viacom International Inc. (NYSE: VIA; VIA.B)

The N

CONTACT: Jodi Davis, +1-212-846-5981, Jodi.davis@the-n.com, or MirianArias, +1-212-846-7653, Mirian.arias@the-n.com, both of The N

Web site: http://www.nick.com/http://www.the-n.com/

Source: PRNewswire

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