In South Africa the MTV Networks Music Channel, MTV, was voted Coolest TV Channel. MTV topped the poll in the Sunday Times Generation Next survey, which is the largest youth brand study in South Africa for ages 18 - 22. This is the 2nd year in a row MTV has won and knowing that they beat out many other pay-TV channels from South Africa and around the world doesn't hurt. The MTV base launched only 2 years ago and this proves what an impact it has made on the country's youth, who of course define what is cool and what is not cool. This is a big boost for MTV so they better keep re-inventing and invigorating the content of their television if they want to stay on top!