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Tag: Ormax Media

  • Prime Video releases the new edition of O Womaniya! report

    Prime Video releases the new edition of O Womaniya! report

    Mumbai: Prime Video, India’s most loved entertainment destination, today released the latest edition of O Womaniya! report, the most definitive study on female representation in Indian entertainment. Researched and curated by media consulting firm, Ormax Media, India’s leading entertainment journalism platform, Film Companion, and championed by Prime Video, the study evaluates the statistical journey of women in various facets of content production, marketing and corporate leadership within India’s entertainment industry. This year, the report analyzed 156 films and series, across streaming and theatrical released in 2022 in 8 Indian languages (Hindi, Tamil, Telugu, Malayalam, Kannada, Punjabi, Bengali and Gujarati) to arrive at a comprehensive picture of the change that the industry has seen since 2021.

    Along with Prime Video, the report has been supported by other partners from the industry including Clean Slate Filmz, Emmay Entertainment, Excel Entertainment, Jio Studio, Producers Guild India, RSVP, SonyLiv, Tiger Baby, and Zee5. Additionally, this year also saw industry leaders, including studio heads, filmmakers, actors, and more come forward to lay down actionable steps towards improving female representation in their personal and professional capacities. These pledges are expected to serve as guardrails that can guide the entire industry.

    Key findings of the report include:

    ●    Creative Talent – Only 12% of the 780 HOD positions analyzed across key departments of direction, cinematography, editing, writing, and production design were held by women. While this is slightly more than 10% in 2021, the growth has entirely been led by streaming films and series, while theatrical films have remained stagnant since 2021. On a positive note, 31% of the properties had a female commissioning in-charge behind them, vis-à-vis 25% in 2021.

    ●    Content – While in 2021, 55% of the properties analyzed passed the Bechdel Test1, the number has gone below the half-way mark to 47% now. The biggest drop here has come from theatrical films; while 46% passed the test in 2021, only 34% managed to pass it in 2022. Series and films like Guilty Minds, Four More Shots Please! Season 3, Delhi Crime Season 2, Maja Ma, Gangubai Kathiawadi, among others, emerged as the properties with maximum scenes to pass the Bechdel Test.

    ●    Marketing – Women still get only 27% talk time2 in trailers; the number is the highest for streaming films with 33% talk time in trailers being allocated to women. Series and movies like Hush Hush, Gehraiyaan, The Fame Game, Ammu, A Thursday, Sita Ramam, among others, performed the best with at least 50% of talk time in trailers given to female leads.

    ●    Corporate Talent – Of the 135 Director/ CXO positions studied across 25 top M&E firms in India, only 13% were held by women.

    Sharing his thoughts on the latest findings in O Womaniya!, Shailesh Kapoor, Founder & CEO, Ormax Media said, “While there has been a slow but steady improvement in a few key parameters, the report has thrown light on the need to take a look at inclusion with a serious eye. Like the previous edition of the report, streaming continues to pave the way for female representation, however, the sub-par performance of theatrical films should serve as a wake-up call for the industry. I am glad to see the industry take note of the data and come together to pledge better representation, underscoring their genuine desire to see a positive change.”

    Speaking about the report, Anupama Chopra, Founder & Editor, Film Companion said, “Entertainment is a powerful medium which can and must highlight inclusivity and diversity. O Womaniya! is our attempt to push the needle to move faster. We are thrilled to see greater participation from the industry, with key individuals taking on specific targets and actions to take this conversation forward. The steps taken to bring change may seem small but each step, each action matters, and with every edition of the O Womaniya! report, we believe we are moving a step closer to a more equitable ecosystem. I am grateful to Prime Video and Ormax Media for partnering with us on this unique initiative.”

    “At Prime Video, we believe that diversity, equity and inclusion, is not just needed, it is essential. As an organization, we have always believed in equitable representation, not just within Prime Video and in our content, but also within the wider creative industry. By nurturing and empowering talented women within our industry, we can create a ripple effect of positive change in the wider ecosystem,” said Aparna Purohit, head of Originals, India & Southeast Asia, Prime Video. “O Womaniya! represents a collective effort to unite the industry and collaborate on enhancing female representation. The latest edition of the report strongly underscores the urgency of accelerating these transformative efforts. It’s heartening to witness not only the committed support of partners but also the active participation of influential figures from the industry, including both men and women. They have not only pledged their personal commitment but also made broader corporate level commitments to champion greater female inclusivity.”

  • MICA collaborates with Ormax Media for the ‘Media Platforms Analytics’ course

    MICA collaborates with Ormax Media for the ‘Media Platforms Analytics’ course

    Mumbai: Tapping India’s evolving content business, including India’s OTT growth story, MICA, Ahmedabad, India’s premier B-school for Strategic Marketing and Communications, has launched a specialised course titled ‘Media Platforms Analytics’, in partnership with media insights & analytics firm Ormax Media, who are pioneers in media research, analytics & forecasting in India.

    The course will equip students with an understanding of various aspects of media analytics, audience engagement, and how to measure and analyse data to build a successful media platform. The course, conducted by media professionals at Ormax Media, will cover streaming, theatrical and television domains.

    MICA president & director Dr Shailendra Raj Mehta said, “India’s media and entertainment industry has grown at an unprecedented rate. To remain ahead of the curve, we at MICA continuously engage with academic advisors and industry stakeholders to identify gaps and translate them into specialized courses. I am confident that this new course will equip our MEM area students with the right knowledge and skill sets to advance the industry’s growth”.

    Around 50 second-year students from the Media and Entertainment Management (MEM) specialization will be exposed to a 360-degree approach to planning, applicable to multiple functions like content, marketing, revenue, distribution, engagement, and more, across the three domains mentioned above.

    Ormax Media Founder & CEO Shailesh Kapoor said: “It has been our constant endeavour to create more awareness about the role and importance of data and analytics in the Indian Media and Entertainment industry. Our association with MICA is an important step in this direction. We hope to prepare students of this course for their entry into the industry by educating them on the practical application of analytics in the business. Ormax Media’s association with MICA has been a long-standing one, with several alumni being a part of our team. This association will further strengthen this relationship”.

    MICA dean Dr Githa Heggde said, “Our pedagogical approach, which combines live industry projects, immersive experiences, and real-world case studies, ensures that MICAns gain the necessary exposure and skills. Our advisory board, comprising industry experts, plays a crucial role in shaping our curriculum to align with industry demands. Moreover, we value the feedback provided by our student mentors post-internships and industry immersions. While MICA’s forte remains in communication and marketing, our industry-driven courses are set to empower our students with robust data science and analytical capabilities.”

    Delving deep, Media and Entertainment Management Area at MICA head Prof. Santosh Patra shared, “Analytics is core for any business in today’s modern data-rich world. Though analytics as a subject has always been part of our curriculum, there was a requirement for sectoral and advanced analytics in specialised courses like media, entertainment, and sports business. We realised that students needed to understand the consumer journey, consumption habits, and sectoral growth in these industries. We are glad to partner with Ormax Media to co-design, deliver, and evaluate the course.”

    The course will be delivered through case studies, real-world examples, gamification and hands-on learning experiences and help the students look at various data sources and extract insights from large databases to arrive at a platform strategy. 

  • Sanket Kulkarni joins Ormax Media as head – business development (theatrical)

    Sanket Kulkarni joins Ormax Media as head – business development (theatrical)

    Mumbai: Media insights firm Ormax Media has appointed Sanket Kulkarni as head – business development (theatrical). In this role, Kulkarni will be spearheading the company’s business development and account servicing initiatives for the Indian film industry. He and his team will work closely with leading film studios, production houses and marketing agencies in the areas of content, marketing, and business strategy.

    Ormax Media has been working actively with the Indian film industry for 15 years now, and has developed several tools that are used widely across the industry, such as Ormax Cinematix (campaign tracking), Ormax Moviescope (film testing), Ormax First Draft (script testing), Ormax Cine Sense (cinema audience profiling), Ormax Campaign Testing, etc. Ormax Media works closely with more than 35 business partners in the theatrical sector, including Disney, Sony Pictures, Viacom 18 Studios, Dharma Productions, Zee Studios, PVR, Yash Raj Films, etc.

    Kulkarni joins Ormax Media’s formidable and experienced leadership team, which is headed by founder-CEO Shailesh Kapoor. Keerat Grewal heads Business Development for Streaming, TV & Brands domains. Amit Bhatia heads Audience Tracking, Mitesh Thakkar heads Content & Campaign Testing, and Khushroo Dumasia heads Operations & Technology.

    Kulkarni started his career at Ormax Media itself, in 2014, as a part of the Film Insights team. After spending four years in the organisation, he moved on to ZEE5, followed by Sony LIV, where he specialized in content strategy and viewership maximization, respectively. He brings with him a strong understanding of the Indian entertainment industry landscape, and will be leading Ormax Media’s efforts to collaborate with the Indian film industry in an exciting yet challenging phase that the industry currently finds itself in.

    Speaking about Kulkarni’s appointment, Ormax Media founder-CEO Shailesh Kapoor said, “We are excited to have Sanket on board as a part of our leadership team. His varied experience across the Indian media industry, combined with his passion for cinema, will help us further strengthen our relationships in the Indian film industry”.

    Speaking about his new role, Kulkarni said, “Post the pandemic, the theatrical business in India has been in a constant state of flux, which has resulted in recalibration across the value chain. The evolving nature of the film business in India makes audience insights and analytics more relevant than ever before. Given its repository of data and audience understanding, Ormax Media is poised to play a crucial role in the growth of the Indian film business over the next decade. I am looking forward to collaborating with the best minds in the industry, in their pursuit to take more informed and audience-centric business decisions.”

  • Box office records its best performance post-Covid in Jan-Apr: Report

    Box office records its best performance post-Covid in Jan-Apr: Report

    Mumbai: Box office numbers reach Rs 4,200 crore during January-April recording the cinema exhibition industry’s best performance post-Covid, as per a report by cinema advertising company Interactive Television, GroupM India and media consulting firm Ormax Media.

    The report titled ‘India is back…at the theatres’ found that average monthly box office collections stood at Rs 1,000 crore. “These milestones have been achieved despite the impact of the third wave and 18 percent of cinemas still being closed since 2019,” said the statement.

    “K.G.F: Chapter 2” is the best performing film of the quarter with Rs 1,008 crore in collections so far, followed by “RRR” and “The Kashmir Files” with gross collections of Rs 875 crore and Rs 293 crore, respectively. The report also indicates that in-cinema footballs have recovered compared to 2019 levels.

    While there were no Hollywood blockbusters released during January-April, the report indicates that with the strong line-up of Hollywood movies slated for the rest of the year, 2022 collections may surpass 2019 gross box office collections of Rs 1,595 crore for Hollywood movies. “Doctor Strange in the Multiverse of Madness” which was released in May has done very well and upcoming films such as “Avatar: The Way of Water”, “Thor: Love and Thunder”, and “Black Panther: Wakanda Forever” are expected to beat previous records.

    The future of regional cinema namely Marathi and Punjabi cinema looks positive with four Marathi films crossing rupees one crore in their opening weekend collection. Hindi cinema contributed 38 per cent to the box office and almost 60 per cent of this share comes from Hindi dubbed versions of South India films, primarily “K.G.F: Chapter 2” and “RRR”.

    GroupM South Asia CEO Prasanth Kumar, said “It is good to see the cinemas back on track. Five months into this year and we are seeing very promising numbers in terms of box office collection and consumer footfalls in the theatres. Movies have always been India’s favourite source of entertainment and this year looks very optimistic to us in terms of recovery, following two years of slowdown due to covid. This report will help advertisers plan their campaigns appropriately and it will help revive the in-cinema advertising domain which in turn will help recover the previously slowed down economy.”

    Interactive Television (iTV) founder and managing director & Kinetic India managing director Ajay Mehta said, “With the return of audience into the cinemas, we are also seeing major advertiser interest picking up on where it was left in 2019. We have already seen more than 350 brands active in cinema and with the festive season, we expect it to go much beyond that. The operating capacity of the cinema halls is set to cross the 90 per cent mark by mid-year. With several big-ticket releases planned across languages for the rest of 2022, we are very optimistic about this year’s cinema AdEx (advertising expenditure) as India comes back to its favourite entertainment hub.”

    The report states that 2022 is expected to be the strongest year ever at the Indian box office. With the resurgence of cinema, the medium is also attracting advertisers from various spectrums of the industry. As per GroupM, around 280 brands advertised their products/services in the opening week of “K.G.F: Chapter 2”.

    “Over the last two years, when cinemas were shut due to the pandemic, many analysts were quick to write an obituary of the theatrical medium,” said Ormax Media founder and CEO Shailesh Kapoor.

    “The first four months of 2022 have proven how far removed from reality that analysis was. The theatrical medium has not only bounced back but emerged as stronger than it has been in decades. 2022 will be the biggest box office year till date, and by a good margin too,” he added.

  • Indian SVOD audience consumes content in more than four languages: Study

    Indian SVOD audience consumes content in more than four languages: Study

    Mumbai: The Indian subscription video-on-demand (SVOD) audience consumes content in 4.6 languages on an average, found a study by media consulting firm Ormax Media.

    The presence of widely available subtitling and dubbing options available on SVOD platforms makes it much easier for audiences to watch content outside their native language. The study found that for advertising video-on-demand services that outlook on language content is more conservative, primarily because of the low presence of multi-language dubbing on AVOD services, including YouTube.

    The study titled ‘Ormax OTT Audience Report: 2022’ is based on research conducted across more than 6,000 SVOD and SVOD audiences in urban India. As per the report’s estimates for the year 2021, India’s digital video audience universe stood at 353.2 million out of which 31 per cent were SVOD audience while the remaining 69 per cent were AVOD audience.

    As per Ormax’s findings, a large share of the audience of content in the four South Indian languages comes from outside their native state. For example, 88 per cent Malayalam content viewers are from outside Kerala, while 82 per cent Tamil content viewers are from outside Tamil Nadu.

    Dubbing has also fuelled the growth of English and other foreign language content, including Korean, according to the report. It found that 65 per cent SVOD audience and 43 per cent AVOD audience in urban India watch English language content, though a sizable section among them (more than half) prefer to watch it in an Indian language via dubbing.

    Average number of languages of content consumption among SVOD audience are higher in the Southern states, with Karnataka leading with an average of 5.7 languages. UP, Rajasthan, MP and Chhattisgarh rank the lowest on this measure, at an average of less than four languages.

    “Streaming is a fast-growing category in India, and hence, it is important for content creators and marketers to constantly upgrade their understanding of the audiences, their taste, their viewing habits, and their viewing triggers,” said Ormax Media founder and CEO Shailesh Kapoor. “This report is a comprehensive update on how the behaviour and choices of Indian OTT audience have evolved over the course of the pandemic years, where there was unprecedented exposure to streaming content”.

    “A lot of AVOD content is being made in India today with an SVOD lens,” noted Kapoor. “However, this report reveals that the formats and genres preferred by SVOD and AVOD audiences are significantly different from each other. Since streaming has come up in India only recently in a big way, a lot of content greenlighting in the category has happened on instinct so far, without any robust consumer data to aid the decision-making process. The Ormax OTT Audience Report is our endeavour to help platforms make more informed content choices.”

  • Over 136 million Indians consume sports content on TV or OTT platform: Report

    Over 136 million Indians consume sports content on TV or OTT platform: Report

    Mumbai: India has a sports fan base of 136.3 million, according to the latest report by Ormax Media.

    A sports fan is defined as someone who has watched a sport on TV or OTT in the last month for at least 30 minutes.

    In terms of viewing behaviour, the report found that 44 per cent of Indian sports fans watch live sports only on TV while a sizeable 36 per cent are using both traditional and digital media to watch live sports. The remaining 20 per cent are watching exclusively on digital.

    Cricket has a fan base of 124.2 million followed closely by Kabaddi, Wrestling (including WWE) and football with 23-28 million fans each. The study also found that Chennai Super Kings is the biggest sports franchise in India with 40.9 million fans. It has a loyal fan base of 22.5 million that is defined as someone who feels emotionally connected with the team and its results.

    The report also looked at the various football clubs and their fan following. It found that Barcelona FC tops the list with 3.9 million fans. Cristiano Ronaldo and Lionel Messi feature in the list of the top ten most popular sportspersons in India. The list also includes seven cricketers and Badminton star PV Sindhu.

    “Viewership numbers, especially from television, are not an accurate representation of the fanbase of any sport, as India is predominantly a single-TV nation where a lot of sports viewing is passive in nature,” said Ormax Media founder and CEO Shailesh Kapoor.

    “Through this report, we aim to fill in the need gap for reliable data on the size and the profile of the ‘real’ sports fans, who are actively watching and engaged with the sport. The report can provide useful material to sports leagues, teams and broadcasters for their brand and communication strategy initiatives,” he added.

    Ormax Media’s report is the outcome of consumer research conducted over the six-month period from July to December 2021 with a sample size of 12,000 people across urban and rural India. The report profiles these ‘fans’ by age, gender, NCCS, pop strata and states. It also covers the preferred commentary languages in India, reported by various geographies and demographics.

  • Ormax Media, Film Companion to launch ‘O Womaniya!’ report in June

    Ormax Media, Film Companion to launch ‘O Womaniya!’ report in June

    Mumbai: Media consulting firm Ormax Media and entertainment journalism platform Film Companion have announced the launch of the second edition of their initiative on female representation in the Indian entertainment industry titled ‘O Womaniya!’. The report will be released in June this year.

     The 2022 ‘O Womaniya!’ report is supported by the Producers Guild of India, Active Telugu Film Producers Guild, Amazon Prime Video, Zee5, Voot, Hoichoi, and SonyLIV.

    Unlike the 2021 report which focused only on films released in 2020, the 2022 edition will also look at the streaming category extensively analysing the major digital-series and direct-to-OTT films, along with theatrical films, released in 2021 across Hindi, Tamil, Telugu, Kannada, and Malayalam entertainment industries, said the statement.

    “The latest edition will also analyse female representation in the boardrooms of the top media and entertainment companies in India, and how the industry can work towards creating a nurturing environment that helps women grow into leadership roles,” it added. 

    “I believe that cinema can shape the world. Which is why inclusivity and diversity is paramount. ‘O Womaniya!’ is our attempt to push the needle to move faster,” said Film Companion founder and editor Anupama Chopra. “We hope that data will trigger conversation, which will trigger change. We are happy to collaborate with industry bodies like the Producers Guild of India and Active Telugu Film Producers Guild, and streaming services like Amazon Prime Video, an important part of India’s rapidly evolving creative ecosystem, to take this conversation forward meaningfully. With multiple industry players joining hands with us for the second edition of ‘O Womaniya!’ we believe we are moving the needle, slowly but significantly on this important subject.”

    “With every edition, we want to expand the ambition of this report, such as covering digital series this time,” said Ormax Media founder and CEO Shailesh Kapoor. “But the section of the 2022 report that I’m keenly looking forward to is on the representation of women in the senior management of Indian entertainment companies. These are the decision-makers who have the ability to shape the industry’s future, and hence, the analysis must start from the top.”

    The initiative has associated with Sunitha Rangaswami who is an independent consultant and has expertise on the subject of gender and women’s economic empowerment.

    “The previous report highlighted how we are missing a trick on promoting gender equality in the Indian Entertainment industry,” said Rangaswami. “I see this report more as a provocation (catalyst) on how each of us can engage in charting new pathways – through small actions and big – to make change possible. And motivate Indian entertainment companies to adopt a whole new gender paradigm in sync with the times we live in. The audience is ready for it…. are we?”

    The report will employ various qualitative and quantitative methods including trailer talk time, Bechdel Test, and more to report the findings.

    “On the corporate side, the report will ask some hard questions on creating equitable opportunities and a supportive environment, while on the creative side it will take a deep dive into the type of content being created, how women are being profiled in it and how it is being marketed,” said the statement.

  • Disney Kids to launch new channel ‘Super Hungama’ on 1 March

    Disney Kids to launch new channel ‘Super Hungama’ on 1 March

    Mumbai: Disney Kids Network is set to launch kids’ channel Super Hungama on 1 March. 

    As per Broadcast Audience Research Council (Barc) data, Disney Network is the preferred destination of entertainment for kids aged 2-14 years with 29.1 per cent network share (Source: Barc India | India Urban | TG: 2-14 | Wk 3-6’22 | All day 7-23 hr). “To further strengthen the portfolio and create an extension of the very popular Hungama channel, the network is bringing a new destination Super Hungama,” said the statement.

    Hungama is the most trusted TV channel among kids per Ormax Brand Trust Survey 2021. Super Hungama’s programming will target 8–12-year-olds inclusive of boys and girls.

    The channel is set to premiere four brand new series titled “Buzz Lightyear of Star Command,” “Milo Murphy’s Law,” “Big City Greens” and “The Daltons” along with popular series such as “Pokémon,” “Beyblade,” “Supa Strikas,” and much more. 

    “As Disney, we have always enjoyed a great affinity and loyalty among our fans; emerging as a network that they want to spend the most time with,” said Disney Star head – network entertainment channels Kevin Vaz. “Kids have looked at us to be their constant companion as our stories and characters have become an integral part of their lives and they have started enjoying the world through us. Given this, we thought this was a perfect opportunity to strengthen our multiplex of offerings and make a wholesome addition to our portfolio of channels.”

    “Hungama has always been a clear favourite among kids, because it has personified the world of a child as he or she sees it, bringing in lots of memorable moments filled with friendship, fun, mischief and a riot of laughter. With Super Hungama, we are creating a whole new dimension to an already popular destination by celebrating all the fun the kids have as well as partnering with them on their adventures. We are only optimistic that we will be able to entertain a larger section of fans and become friends that they trust and enjoy,” added Vaz.

    This new channel will replace Marvel HQ channel across Indian television.

  • Indian box office lost more than Rs 15,000 cr in 2020-21: Ormax Media

    Indian box office lost more than Rs 15,000 cr in 2020-21: Ormax Media

    Mumbai: The Indian box office lost more than Rs 15,000 crore to the pandemic in the year 2020 and 2021, according to Ormax Media’s ‘The Ormax Box Office Report 2020-21’ released on Monday. The report looks at the Indian box office across languages, highlighting key trends in the theatrical sector. Because of theatres being shut for several months during the pandemic, Ormax Media has released a combined edition for the two pandemic-impacted years (2020 and 2021).

    Footfalls came down from 103.0 crore in 2019 to 22.5 crore and 42.7 crore in 2020 and 2021, respectively. Among other findings, the Telugu language industry commanded a maximum share at the box office at 29 per cent. Hindi’s share fell from 44 per cent to 27 per cent.

    Compared to the gross box office of almost Rs 11,000 crore in 2019, the cumulative revenue across 2020 and 2021 put together stood at only Rs 5,757 crore (an annual average of less than Rs 2,900 crore). If 2019 is taken as the benchmark, the Indian film industry lost at least Rs 15,000 crore at the box office because of the pandemic.

    “The pandemic has severely impacted the Indian box office, with five out of the eight quarters in 2020 and 2021 having zero or negligible business because of theatres being shut in all or most parts of India,” said Ormax Media founder and CEO Shailesh Kapoor. “The good news is that the last quarter of 2021 (Oct-Dec) saw an excellent recovery, registering gross box office of more than Rs 2,000 crore, which reaffirms that the theatrical business is very much here to say.”

    The pandemic years also saw significant changes in the share of different language industries within the Indian film industry. With 29 per cent share of the box office (2020 and 2021 cumulative), the Telugu language industry took the top position, ahead of Hindi, whose share declined from 44 per cent to 27 per cent.

    Four Telugu films (“Pushpa,” “Ala Vaikunthapurramuloo,” “Sarileru Neekevvaru,” and “Vakeel Saab”) feature in the top 10 films across the two years, compared to only three Hindi films (“Tanhaji,” “Sooryavanshi” and “83”). “Spider-Man: No Way Home” (Hollywood), “Master” and “Darbar” (both Tamil) complete the top 10 list.

    Speaking about Southern languages’ growing share of box office partner – Ormax Media Gautam Jain stated, “The cumulative share of the four South languages went up from 36 per cent in 2019 to 59 per cent in 2020 & 2021, highlighting how these industries managed to navigate through the pandemic with more relative success than Hindi films. While we can expect Hindi cinema to stage a recovery in 2022, the rise of South cinema is a story to watch out for.”

  • Print beats TV, radio; Twitter most credible digital news medium: Ormax report

    Print beats TV, radio; Twitter most credible digital news medium: Ormax report

    Mumbai: Print media continues to lead with a credibility index of 62 per cent, followed by television (55 per cent) and radio (54 per cent). Social media platform Twitter is still the most credible digital medium for news, according to media analytics and consulting firm Ormax Media, which launched the third edition of its ‘Fact Or Fake?’ report on Tuesday. 

    Traditional media have higher news credibility than digital media, though most digital media have seen a marginal improvement in their credibility in this track. Twitter witnessed a drop in its credibility index over time: 57 per cent (September 2020) to 47 per cent (April 2021) to 42 per cent (December 2021). Furthermore, The Media Credibility Index is unchanged since the last track (65 per cent), highlighting that fake news continues to be a huge concern amongst the Indian news consumers, said the report.

    The report measures the credibility of various news media, as well as the perception around ‘fake news,’ through a survey of 2,000 news consumers across 15 states in India. The first edition was released in September 2020, followed by the second edition in April 2021.

    “Fake news, and lack of news credibility in general, continues to be a growing concern globally. Almost two out of three Indians see fake news as a problem, and that should be a major cause of worry for all news companies,” stated Ormax Media founder and CEO Shailesh Kapoor. “We launched this report in 2020 to enable more informed conversations on this topic. In the subsequent editions, we plan to study these indices by languages, to understand if there’s a difference in news credibility between Hindi, English and other major Indian languages.”