1. The MTV Generation: teens and young adults (pdf)
2. The VH1 Generation: young adults closing in early parenthood (pdf)
3. The Nickelodeon Generation: the wonderful world of kids (Please note: these are large files and may take a while to download):
   Part 1 (pdf)
   Part 2 (pdf)
   Part 3 (pdf)

The world is in a constant state of rapid change and the media world in turn has both reflected and led the changes.  Generations seeks to uncover the mindsets and trends of the above audiences by digging below the surface to understand the context in which these changes are taking place.  The learnings provide an ideal springboard for communications strategy and ideas development and shed insight on these audiences not only in light of television and media, but  lifestyles and attitudes as a whole.

Viacom Brand Solutions worked with Sense Worldwide to gather together all relevant research relating to the above UK audiences. The research came from a wide variety of sources, including national statistics, trade data, academic literature and media sources.  Building on the findings, VBS and Sense could underpin any emerging hypotheses, develop ideas and fill in gaps through additional desk research, scanning, qualitative and quantitative interviews with relevant opinion formers and experts within the field.  In addition, a series of workshops were held with each of the three main audiences from across the UK which allowed Viacom to validate their hypotheses from the earlier stages.

The result is an informative, intriguing and often surprising portrait of young people today.