ITV

Tag: Ormax

  • Streaming surpasses traditional TV: Advertisers follow the trend

    Streaming surpasses traditional TV: Advertisers follow the trend

    Mumbai: As per an Ormax report, streaming has become India’s preferred choice for content consumption, boasting over 480 million OTT users. Its convenience and accessibility, allowing users to watch content anytime, anywhere, and on any device, have fueled this trend. The surge in smartphones, 4G feature phones, and widespread high-speed internet availability in urban and rural areas contribute to this shift, creating a new frontier for advertisers.

    Advertisers are capitalizing on streaming platforms’ interactive nature, crafting immersive and engaging ad experiences. Interactive ads seamlessly blend with content, enhancing the viewing experience and resonating better with audiences. Streaming also offers a wealth of data, enabling precise targeting and tailored campaigns, ensuring maximum impact and ROI. Brands are leveraging innovative placements and exclusive content to effectively engage audiences.

    According to a Magnite report, 80 per cent of Indian streaming audiences prefer ad-supported content over paying for an ad-free platform. This preference opens up opportunities for advertisers to drive brand awareness, engagement, and conversion. The report indicates that almost half of streaming users actively search for products featured in ads, and one in three makes a purchase based on these ads, underscoring the significant impact of streaming platform advertising on consumer behavior.

    Furthermore, 59 per cent of Indian streamers spend an average of 8 hours per week streaming content on the big screen at home. CTV advertising is gaining popularity among BFSI, e-commerce, automobile, and OTT categories, with an expected spending of $395 million by 2027, reflecting a remarkable 47 per cent CAGR growth.

    Despite the popularity of UGC platforms for on-the-go content consumption, CTV’s premium and engaging advertising environment sets it apart. Advertisers have more control over ad placement and brand association on CTV, making it a more effective advertising channel. A Kantar report highlights that 22 per cent of consumers are more likely to recall brands advertised on CTV than on a leading UGC platform.

    Over the past five years, there has been a 25 per cent decline in Pay TV subscribers, with over 200 million households unreachable by Pay TV, according to an EY-FICCI report. Advertisers are increasingly turning to digital routes, and the decline in Pay DTH subscribers further supports the preference for CTV. Linear TV has consistently declined, with a 6.2 per cent fall in subscription revenue in 2021 and the loss of 6 million Pay TV households.

    As streaming, especially CTV, continues to rise, advertisers are adapting strategies for enhanced ad experiences, focusing on creative storytelling and dynamic digital touchpoints. Technological advancements, evolving consumer preferences, and growing advertiser interest are propelling streaming’s strength. The first half of 2024 promises more immersive, powerful, and impactful ads, delighting both advertisers and consumers.

    The upcoming TATA IPL is expected to define the next phase of this evolution, with JioCinema unlocking cutting-edge ad innovations on CTV for an estimated 600-650 million viewers streaming the matches across devices for free. Advertisers have a golden opportunity to connect with their desired audiences among cricket fans in this ever-expanding streaming landscape.
     

  • Ormax’s Top 5 Most Popular Characters Features Meher from Chhoti Sarrdaarni

    Ormax’s Top 5 Most Popular Characters Features Meher from Chhoti Sarrdaarni

    MUMBAI: Colors’ new show, ChhotiSarrdaarni, launched on July 1, 2019, has been performing very well for the channel. The show became the top show on the channel within weeks of its launch, and its lead protagonist Meher, played by Nimrit Kaur Ahluwalia, has been rising up the audience popularity characters. As per the Ormax Characters India Loves report for October 2019, Meher has broken into the list of top 5 Hindi GEC fiction characters, at no. 5. The top 5 coveted club includes long-running and established characters Jethalal (Taarak Mehta Ka Ooltah Chashmah), Naira (Yeh Rishta Kya Kehlata Hai), Pragya (Kumkum Bhagya) and Daya (Taarak Mehta Ka Ooltah Chashmah).

    Meher has shown a consistent increase in her popularity rank month-on-month, from no. 44 in July 2019, to no. 25 in August 2019, to no. 9 in September 2019, and now at no. 5 in October 2019. She ranks no. 3 in the Punjab market, in which the show’s story is set.

    Speaking about Meher’s rise in popularity on Ormax Characters India Loves, Keerat Grewal, Partner – Ormax Media said: “Ormax Characters India Loves was launched in 2010 to measure popularity of fiction characters at a monthly level. It is well understood that a successful character with a popular fanbase can help give a show longevity and sustenance by building a loyal audience base, which is critically important in today’s times of low attention spans and media clutter. Meher is one of the few fiction characters who have seen such a meteoric rise in their popularity. Normally, characters take 6-12 months to enter the top 10, but Meher has managed to enter top 5 within four months of the show’s launch”.

  • Colosceum and Ormax to launch consumer-created fiction shows

    Colosceum and Ormax to launch consumer-created fiction shows

    MUMBAI: There is no dearth of creativity in the country and to give a new meaning to how content is generated, Colosceum Media and Ormax Media, have come together to introduce consumer-created fiction shows for the Indian television industry.

    Consumer research was conducted over the last six months across more than 15 cities in India to generate original stories and then tested using Ormax True Value, an industry standard that has been used on more than 250 television shows across more than 20 channels since 2008. Together, the two companies will approach leading broadcasters with shows that have tested exceptionally well, with more than 85 per cent probability of success.

    Speaking about the deal, Colosceum Media CEO Lalit Sharma said, “Ormax has used very advanced consumer research techniques to generate original stories for daily fiction shows for Hindi GECs. These concepts are stories that have been both created and validated with the consumers. A story may have originated in Indore, developed in Jalandhar and then fine-tuned by another set of consumers in Amravati. Currently, production houses make large investments in getting concept developed in-house. The broadcasters then make investments to judge their viability. By creating concepts that are sourced from consumers, we are creating a win-win situation for all stakeholders.”

    Ormax Media founder and CEO Shailesh Kapoor said, “It’s been a long but fulfilling process of engaging with the actual consumers in story generation. Having produced shows like Roadies, Splitsvilla and MasterChef India, Colosceum are an established leader in the non-fiction space. We’re excited to partner them in their plans to establish a strong presence in the fiction space.”

    Sharma added, “Having produced shows like Jai Shree Krishna, Bandhan, Shakuntala and Bani Ishq Da Kalma in partnership with boutique creative outfits, we were keen on identifying a differentiated proposition for our next fiction offering. We couldn’t have asked for a better partner than Ormax, who are a leader in providing the industry with market insights for seven years now.”

    “When we meet the broadcasters, we are not just going with a concept but a complete consumer package that has a potent combination of consumer insights, fine storytelling and a very capable creative and producing team.” Kapoor stated.
    Tulsea Pictures conceived this partnership and brought both Colosceum and Ormax together.

    “We believe this partnership will be disruptive and will bring the much need diversification in the themes of shows running on prime time. The business model created by this partnership is very unique and there is no global precedence that we are aware of. It’s content of the consumer, by the consumer, for the consumer,” said Tulsea Datta Dave. “It’s very exciting to bring Colosceum and Ormax together. They are leaders in their respective fields and this innovative partnership has potential implications for the global entertainment industry.”

     

  • Motu Patlu defines Nick’s success

    Motu Patlu defines Nick’s success

    MUMBAI: ‘Humour is pretty much the key to kids’ relaxation and that’s what we do at Nickelodeon (Nick),” says Viacom18 EVP and business head kids cluster Nina Elavia Jaipuria.
    She has not only understood the changing perception of kids in their growing age but also has got Nick from being one of the low ranking kids channel to one among the top players. And, even though this may not have been an easy task, she has made it appear like it is a child’s play.

    If we go by the TAM TV ratings, it has been growing steadily in terms of viewership and has topped the category. In week 37, it reported 209 GVTs, 221 GVTs in week 38, 225 GVTs in week 39 and 247 in week 40 of TAM TV ratings.

    On the other hand, in the week 40, other kid’s offerings in the space garnered – Hungama with 225 GVTs, Disney with 211 GVTs, Cartoon Network with 207 GVTs and Pogo with 163 GVTs.

    One of the reasons Jaipuria states for the channel’s success is its own IP heroes who have won hearts of children – Motu and Patlu.  Apart from television series, the channel in the past had created three movies based on the characters. Titled Motu Patlu in Wonderland which was released on 7 July 2013 which generated 414 TVTs, Motu Patlu Mission Moon that was aired on 25 December 2013 which garnered 386 TVTs and this year in May it aired Motu Patlu Deep Sea Adventure which observed 528 TVTs.

    Now, come Diwali, the channel is looking at expanding its portfolio with its fourth movie christened Motu Patlu in Kung Fu land.

    She reasons the insights of growing the franchise from the perspective of doing series and moving into movies as well. Jaipuria believes that kids’ preferences have moved on from watching the usual movies that they get to watch on general entertainment channels (GEC) or movie channels which is Bollywood. But the preference has actually moved to watching movies of their own favourite characters. “Children are in love with the characters of various channels, whether its Chota Bheem or Motu Patlu and the preference in terms of viewing is also about watching a movie where the story is around that favourite character,” says Jaipuria.

    She further goes on to say that kids love things which is outside of the usual environment and goes into various aspects of live, adventure, action etc and such shows is what Nick offers. “That is where the category is moving and we want the franchise to move as well because slowly and steadily the franchise has occupied a very large place on the channel and the characters have won the hearts of kids across the country,” she adds.

    Another factor she highlights is about the character engagement with kids. “The past launches of the movies, from the title itself, each one of them has a different setting and stories to say and that is what kids expect. Every movie we do, we believe in bettering ourselves.”

    The 100-minute movie will have all the elements of comic, relief, humour, action, adventure, good over evil and more. She confidently says that characters like Motu Patlu are here to stay now and contribute in terms of viewership also to the channel. “It is really about investing in a franchise and creating enduring characters. The beautiful part is these three movies have been on-air since a while, but in week 37 and 38 of TAM TV ratings, Motu Patlu in Wonderland and Motu Patlu Mission Moon topped the kid’s category chart,” elaborates Jaipuria.

    Interestingly, the channel launched the franchise in October 2012 and 8 per cent ratings came from it. Today, Jaipuria reveals that in September 2014, the same franchise delivers about 40-45 per cent of the ratings. “We have really come a long way, but we still believe we have a long way to go.”

    So what has been the reason of success? Jaipuria highlights that research has played an integral role in knowing kids’ changing preferences, likes, dislikes, viewing pattern etc. It continues to do research on kids on a regular basis with the help of Ormax. The channel has a bi-annual study across different cities in the country which talks about kids’ changing viewing patterns and a lot more.

    Unlike GECs, Jaipuria believes she is luckier. “Kids seem to be watching us through the day.” She goes on to say that across the country, kids’ go to schools at different timings. For the channel, 12 to 2 pm slots are as fertile as 6-8 pm slot. “The afternoon slot and the evening slot deliver maximum viewership.”

    Nick is on top of the charts in terms of reach as well. It has about 14 million kids on the channel from the TAM perspective and reaches out to over 58 million households. In terms of stickiness, it delivers close to 100 minutes every week.

    On the advertising front, Jaipuria reveals that it has grown its top-line manifold and has seen a growth in advertisers as well and is in a happy position. “Usually, we are over booked. I think the battle is on the front of having higher rates and better monetisation because the kind of investment we put in and for the kind of purchasing power and influencing power the kids have; I think this category is yet usually under indexed,” she points out.

    The channel has observed 15 per cent ad rate increase. “We are looking to better that as we go forward and deliver top notch content and top notch ratings,” says Jaipuria.  She states a couple of reasons for growing ad rates. “The channel is at number one and the fact that there is limited inventory now. Therefore with that limited inventory, the only way to better our monetisation is with the ad rate,” states Jaipuria.

    Closer to the end of the year, it will launch its fifth movie. “Going forward, our plan is to make the Motu Patlu franchise larger than life not just on television but outside as well, in terms of promotional licensing and product licensing,” she concludes.

  • Music channels and internet drive new film awareness amongst youth: Ormax

    Music channels and internet drive new film awareness amongst youth: Ormax

    MUMBAI: According to The Ormax Bollywood Audience Report 2013 (TOBAR 2013), a syndicated industry study conducted by media insights firm Ormax Media, internet and music channel promos emerge as the strongest source of new film awareness amongst the youth, while print takes the lead amongst 30+ audiences.

    These are just some of the various interesting findings of TOBAR 2013. The report is based on research conducted by Ormax Media over six months across 44 cities in India, covering a total sample size of over 5,000 respondents across two stages. The report covers various aspects of Bollywood audience understanding, such as their consumption level, viewing behaviour, genre preferences, ticket price, media consumption, etc.

    The report also reveals that hoardings (including kiosks and street posters) are a wasteful investment for film producers, with no impact on creating buzz or interest in new films.

    Speaking about this finding, Ormax Media insights head – films Gautam Jain said: “A large amount of a film’s marketing budget is spent on buying outdoor space through hoardings. In the study, we found that internet and print emerge as far stronger media options for a film’s marketing compared to hoardings, which rank a poor number 11 out of 15 communication sources measured; however point-of-consumption outdoor, such as theatre posters and standees, scored very well.”

    The study claims to help producers understand the role of various communication sources, including music channels, news channels, reality shows, print ads, print articles, YouTube, Facebook, Twitter, FM radio, etc.

    Ormax Media have been pioneers in film insights in Bollywood, with their flagship products Ormax Cinematix (film tracking and opening box-office forecast) and Ormax Moviescope (film pre-test). The Ormax Bollywood Audience Report 2013 is also available for subscription to studios, brands and media agencies.

  • Ormax Media launches Ormax Brand Matrix for viewership maximisation

    Ormax Media launches Ormax Brand Matrix for viewership maximisation

    MUMBAI: Media insights firm Ormax Media announced the launch of Ormax Brand Matrix (OBM), a viewership maximisation tool. Broadcasters across categories can utilise OBM to identify a focused plan to increase viewership by upto 20 per cent within six months as the firm claims.

    The tool has been created using Ormax Media’s expertise in the area of television insights, built over more than five years, with an experience of working across 55 television channels in India.

    Ormax Media CEO Shailesh Kapoor elaborated: “Channels make huge investments, both in terms of time and money, to increase their viewership. But it is well known how difficult getting new viewers, or more time-spent from existing viewers, can be. Traditionally, viewers have been segmented by age, gender, markets, SEC and intensity of viewing, such as heavy and light viewers. In Ormax Brand Matrix, we have turned the idea of viewer segmentation on its head, and used a radically different approach – one that’s simple, intuitive and effective in equal measure.”

    Ormax Brand Matrix uses a mix of quantitative and qualitative research to recommend a viewership maximisation blueprint to channels using the product. But Kapoor believes the real power of OBM lies in its construct, adding: “Brand research can be very high on good-to-know value but poor on actionability. While developing OBM, we were very conscious that the tool had to be completely action-oriented, with only one goal – viewership maximisation. If an information need or data point is not going to help a channel increase their viewership, it’s not a part of OBM.”

    National and regional channels across categories can commission an OBM project, which has been custom-made for GECs, movies, news, music, infotainment, lifestyle, kids, youth, etc. Four channels as per Ormax are already using Ormax Brand Matrix, in less than a month since the product has been ready after two years of extensive research.

  • Brand Fevicol benefited most from Dabangg 2 association, Ormax

    MUMBAI: Fevicol leads the list of brand that tied up with Salman Khan‘s Dabangg 2, according to an independent study conducted by research agency Ormax Media.

    Fevicol evidently benefited from the usage of the brand name in the popular song ‘Fevicol Se‘, featuring Kareena Kapoor with Salman Khan.

    The study was conducted a week after the release of the film. As many as 12 brands had associated with Dabangg 2.

    Following Fevicol on the list is Colgate Active Salt, which had run a contest called the ‘Colgate Active Salt Dabangg 2 Challenge‘ with Sonakshi Sinha.

    Third on the list is Suzuki Hayate that is being endorsed by Khan himself. It had also run a multimedia contest with bikes as prizes.

    The study noted that other brands like Thums Up, Gillette, Dixcy Scott and Fastrack could not milk the association because of which they did not register significant recall.

    Meanwhile, despite having no association with the movie, Revital emerged as the brand with the strongest association with Khan. The consistent brand endorsement by Khan over the last few months ensured that it benefits from any ‘Salman Khan‘ event, including a film release like Dabangg 2.

    Ormax Media CEO Shailesh Kapoor said, “Upto 15-20 brands tie up with big films, but only about 3-4 actually derive any real value out of the association. We had conducted a similar study when Ra.One released, and now plan to conduct such researches for big releases at regular intervals. Using such research, brands can benefit from learnings derived from associations of various kinds, and use these learnings as an input into their own film associations.”

  • ‘Veera’ to grow 10.30 pm slot for Star Plus by 30%: Ormax study

    Mumbai: ‘Veera‘ is set to grow the 10.30 pm slot for Star Plus by at least 30 per cent in its first week of airing, Ormax said in its new forecast.

    ‘Veera‘ is replacing Star Plus‘ long running show ‘Pratigya‘ on 29 October. Pratigya was rating 2-2.5 TVR for the past few weeks.

    Ormax Media CEO Shailesh Kapoor said, “Veera has broken the Showbuzz record of being the most recalled new program on Star Plus two weeks before its launch. It should rate around 3 TVR in its first week.”

    Ormax Media‘s TV Track, a syndicated study based on Day After Recall (DAR) of TV channel and program viewing, showed that the premiere of Rowdy Rathore on (Sony Entertainment Television) dominated Sunday‘s TV viewing on 21 October.

    Ormax TV Track covers respondents in the 15-44 years age group in SEC ABC, across 17 cities in India. According to Ormax, the top five viewed programs on Sunday were Rowdy Rathore (Set), Cocktail (Colors), Bigg Boss (Colors), Crime Patrol (Sony) and Taarak Mehta Ka Ooltah Chashmah (Sab).

    Ormax Media CEO Shailesh Kapoor said, “TV Track is conducted amongst regular TV viewers across the week. Rowdy Rathore‘s excellent performance was expected given the film‘s immense mass appeal.”

  • Ormax launches tool to measure brand association effectiveness

    MUMBAI: Media research and consulting firm Ormax Media has launched a proprietary model for brand association measurement. The tool, Mpact, measures the strength of association of a brand with a big-ticket, high-impact media property.

    With this tool, Ormax claims that brands and media agencies will now be able to test the effectiveness of their association with high-impact properties across media like sporting event associations, reality shows sponsorships, AFPs, print and television innovations and roadblocks, product placements, co-branded campaigns using this new scientific tool.

    Mpact uses consumer data to calculate the Mpact Score which results in a single-number measure of the effectiveness of the association for the brand. This new measurement tool has been developed and tested across more than 50 media associations including Aamir Khan‘s talk show Satyamev Jayate on Star Network channels.

    Ormax Media CEO Shailesh Kapoor said, “When an advertiser pays a premium to associate with an impact property such as IPL, KBC or Bigg Boss, takes a false cover on Times Of India, plans a roadblock on a top channel, or associates with a big film such as Ra.One or Bodyguard, it expects returns that go beyond just the day-after recall of the association. Mpact is a simple but powerful method of measuring how effective the association has been for the brand, beyond just a recall score which is extremely transient in nature. In effect, the Mpact score is a surrogate RoI measure of the association.”

  • Bheem, Doraemon favourite character among kids: Ormax

    MUMBAI: Bheem is the favourite television character among kids followed by Doraemon, according to the sixth edition of Ormax Media‘s kids‘ favourite character ranking study Small Wonders.

    The study also tracks the favourites of kids across nine other parameters.

    Bollywood stars Salman Khan and Katrina Kaif have emerged as favourite film stars while Master Blaster Sachin Tendulkar is their favourite cricketer.

    Sania Mirza, who last week won the mixed doubles title at French Open with Mahesh Bhupathi, is the favourite non-cricket sportsperson. Anandi of the Balika Vadhu fame has emerged as the favourite Hindi GEC character.

    The other three parameters measured by Small Wonders among kids are their Favourite Sports, Favourite Play Items & Favourite Places to Eat Outside.

    The study was conducted among 6-14-year-old kids, SEC ABC, in eight cities – Mumbai, Delhi, Kolkata, Ahmedabad, Hyderabad, Lucknow, Jalandhar and Chennai. The study report gives details on all parameters across age, gender and markets.