News Broadcasting
Microsoft, MTV to conduct global technology study
MUMBAI: MTV and Microsoft Digital Advertising Solutions have joined forces to conduct a global study into the impact of technology on today’s youth.
The study, commissioned by MTV International (MTVNI) and supported by Microsoft Digital Advertising Solutions, is being conducted with teens and young adults across nine countries – India, China, Germany, Holland, Italy, Japan, Mexico, US and the UK. The study will examine the social impact of viral video, instant messaging, email, online social networks, mobile phones and on-line gaming.
The research aims to understand:
How today’s youth differ from their predecessors?
What behaviour has technology altered / eclipsed?
Do girls and boys use technology in the same way, for the same reasons?
Is there a prime age of digital engagement?
What factors dictate media platform and content choice?
The new role of entertainment media and brands in 2007 and beyond.
MTV Intl senior VP, international tesearch and planning Graham Saxton said, “The latest research into technology and teens has limited itself to understanding the habits of the early adopters or been obsessed by the technology itself. We decided to commission a study into understanding genuine social change.
“By viewing technology within the wider context of young people’s lifestyles we aim to demystify the digital generation and provide tangible insights for ourselves and our clients to continue engaging our audience now and into the future.”
Microsoft Digital Advertising Solutions head of International Research Caroline Vogt said, “There is a lot of received wisdom surrounding youth and their technology uptake. This research aims to uncover the real motivations driving behaviours and understand the role technology is serving in the daily lives of youth today. ”
The research began in August and full qualitative and quantitative results are expected by December 2006.
News Broadcasting
Book Cricket gets a digital century on News18 amid T20 fever
Nostalgic classroom game revamped in English, Hindi plus Telugu on web and app.
MUMBAI: When the T20 World Cup fever hits fever pitch, News18 decides to flip the script straight back to the classroom. The digital news platform has revived the timeless schoolyard favourite Book Cricket as an interactive online game, perfectly timed to ride the cricket wave gripping fans across the globe. The reimagined Book Cricket ditches textbooks for smartphones, blending old-school nostalgia with modern gameplay. Once a sneaky recess pastime played by flicking book pages to score runs, the digital version now offers seamless fun for anyone craving a quick cricket fix between overs.
Available in English, Hindi and Telugu (with more languages planned across News18’s network), the game sits within the platform’s fast-growing gaming portfolio of over 20 titles, all built in-house. It joins event-driven hits like ‘Kursi Catcher’ and ‘Result Rewind’ during the 2025 Bihar Assembly Elections, plus festive specials such as ‘Durga’s Astras’ for Durga Puja and ‘Mouse Modak’ for Ganesh Chaturthi.
News18 Digital CEO Mitul Sangani said, “Gaming is a key pillar of our engagement strategy. At News18, we uniquely combine our newsroom agility with immersive gaming experiences. By blending credible content with interactive formats, we are creating meaningful engagement in an era defined by shrinking attention spans and evolving consumption habits.”
Select titles have expanded beyond News18.com to CNBC-TV18.com and Firstpost.com, reflecting the network’s push to deepen user interaction across platforms. The Book Cricket game is live now at https://www.news18.com/games/book-cricket/.
In a tournament where every boundary counts, News18’s digital Book Cricket proves the simplest games can still deliver the biggest smiles no syllabus required, just pure cricket joy one page-flip at a time.
