from MTVs trend blog:

Despite the current media frenzy for user generated content, when itcomes to visual media it will be interesting to see whether themajority of young viewers really want to make their own mediacontent, or even scour the web for it.

Young people aren't reknowned for expending effort unduly. And theyare known for wanting to buy / watch what is most popular.

Regardless of technology advances, we believe that the majority ofkids will still want visual content pushed at them, sometimes frommedia channels, sometimes from friends.

Finding these influential 'forwarding friends' represents the searchfor the new style leader. This time, instead of finding the kids withthe coolest trainers, we will be after the opinions and thevalidation of those with the biggest interest in finding new clipsand the twitchiest forwarding finger.