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Tag: Ormax Media

  • Ormax Media strengthens research team

    MUMBAI: Ormax Media has appointed Anurag Bakhshi as head – television research while it has elevated Gautam Jain to the position of research head – films.

    The appointments have been made in an attempt to strengthen the research team of the media and entertainment research firm.

    Ormax Media CEO Shailesh Kapoor said, “We continue to witness amazing annual growth of about 35-40 per cent for the last three years. As a result, an expansion of the research team has been on the cards for some time. Anurag and Gautam have the relevant experience, passion and skill sets for the television and films domains respectively. I’m happy to see them lead the company in its next phase.”

    Ormax Media works with more than 55 channels in India today. The television research department manages flagship products such as Showbuzz, CIL and True Value, besides bespoke research projects, including quantitative and qualitative research projects.

    Bakhshi said, “I’m extremely excited to be a part of the revolution that Ormax Media is bringing in the media and entertainment industry in India. The company has done seminal work in helping broadcasters use consumer knowledge to take key business decisions. I look forward to being a part of what I believe will be some very exciting years ahead, both for the television industry and for us at Ormax.”

    Ormax Media’s film research work is driven by its flagship products Cinematix and Moviescope.

    “When we started in 2010, we were not sure of the potential of ‘film research’ in India. But the whole-hearted acceptance from the industry has surpassed our expectations. At Ormax, I’ve been a part of pioneering work in film research in India. Now that we have created a separate film research vertical, I’m sure it will propel us even further,” Jain added.

    Bakhshi comes with nine years of cross-functional television experience, where he worked with Zoom, Filmy and Imagine TV, across various functions, including marketing, content and presentation.

    Jain has been with the organisation since 2010.

  • Ormax introduces celebrity evaluation software

    Mumbai: Ormax Media, a media and entertainment consulting firm, has launched syndicated research-based software Celebritix.

    Celebritix will allow brands to evaluate and select the best celebrities for endorsements and film tie-ups, based on the fit between the brand and the celebrity, the company said.

    At present, the software features 36 celebrities, from Bollywood and cricket. Ormax plans to add up to 10 celebrities to track, based on market trends, box office and cricket performance. The research covers 4,000 respondents every quarter, across 20 attributes, in the target group of 18-44 years, SEC ABC, across Mumbai, Delhi, Bangalore, Ahmedabad and Lucknow.

    Celebritix will allow the users to create a brand profile by assigning weights to different attributes that best describe the desired personality of the brand. Based on the brand profile, the software will recommend celebrities that best fit the brand, using a proprietary metric called the OCX (Ormax Celebritix) Score.

    The OCX Score can also be used for selection of films for associations, based on the fit between the starcast and the brand. Additionally, subscribers will have access to two other modules – Stars India Loves (SIL) and Box Office Forecast – that will allow them to take informed decisions on film tie-ups.

    Ormax Media CEO Shailesh Kapoor said, “While the power of celebrities in influencing a brand‘s image and sales has been well established over years, choosing the ‘right‘ celebrity is critical to realise the real potential of celebrity endorsements and film associations. Celebritix will allow the brand teams to make informed celebrity choices, based on consumer research. For brands who have signed up specific celebrities already, it allows them to look at their profile and identify ways of using them to the best advantage of the brand.”

    SIL is Ormax Media‘s monthly star popularity research product running since November 2010. In Box Office Forecast, the users will get an indicative estimate of the likely opening day performance of the film at the domestic box office, based on campaign tracking, category trends and normative data. The forecast will be available up to 12 months before the release of the film.

  • Ormax Media to support economy films with new tool

    Ormax Media to support economy films with new tool

    MUMBAI: The media research and consulting firm Ormax Media has launched a new product, Movie Genie, designed to support filmmakers working outside the studio system and without the top superstars.

    The product will provide customised consumer knowledge and strategic inputs to “economy films”, defined as films that are made at modest budgets and don‘t have a big star to ensure a good opening at the box office, the company said.

    Explaining the idea behind Movie Genie, Ormax Media CEO Shailesh Kapoor said, “Over the last few years, the gap between big budget and medium to small budget films has grown progressively wider. More than 55 per cent of films produced in the last three years were economy films. However, their contribution to the box office was only five per cent. We want such filmmakers to produce more films, but that is possible only if they can make profitable films. Movie Genie is a strategy and marketing solutions product designed to guide and support such filmmakers in their filmmaking journey.”

    Movie Genie will involve four stages. In the first stage, Ormax Media will work with the filmmakers to define the marketing strategy of the film. In the second stage, relevant elements of the film‘s content and communication will be tested with the consumer.

    In the third stage, the box office planning for the film will be done, to set the revenue targets for the film. In the final stage, the film‘s live campaign will be tracked to ensure that the targets are met. Ormax‘s film industry experience will be used across these four stages.

    Kapoor added, “Movie Genie is designed to be a very efficient, high-ROI product. By spending only about one per cent of their film‘s total production and marketing budget on Movie Genie, economy filmmakers can get a revenue upside of up to 30 per cent. Every good film deserves to earn money, irrespective of its starcast or scale. Movie Genie is our initiative to make this happen in a way that‘s affordable to the makers of such films.”

  • Vodafone, Pepsi and Kingfisher are most recalled brands in IPL5: Ormax

    Mumbai: Vodafone, Pepsi, Kingfisher, Volkswagen and Hero are the five top recalled brands during IPL5, as per the cricket advertising recall and effectiveness research – Day after Cricket (DAC), conducted by Ormax Media, the media research and consulting firm.

    Though, Vodafone was the overall winner, the last week of IPL 5 saw Pepsi leading the recall charts, touching a score of 44 per cent on unaided recall, the highest achieved by any brand this season, the company said.

    As per the research, Volkswagen and Kingfisher are the only brands which feature among the Top 10 brands in terms of both unaided recall and ad likeability.

    The top three most liked ads are: Gems – Raho Umarless, Sprite – Raasta Clear Hai and Mazaa – Har Mausam Aam. Interestingly, none of these campaigns featured a celebrity.

    The most recalled innovation sponsorship association recalled is Karbonn Kamaal Catch. DLF Maximum Sixes and Vodafone Star of the Match are at distant No. 2 and No. 3 respectively.

     

    Top 10 Brands Recalled (IPL 5 )
    Rank Brand
    1 Vodafone
    2 Pepsi
    3 Kingfisher
    4 Volkswagen
    5 Hero
    6 Coca Cola
    7 DLF
    8 Idea
    9 Nokia
    10 Tata Docomo

    The top 10 most liked campaigns or promotions in IPL 5 are listed in the table below.

     

    Top 10 Most Liked Campaigns (IPL 5)
    Rank Brand
    1 Gems
    2 Sprite
    3 Mazaa
    4 Volkswagen
    5 Cadbury‘s Dairy Milk
    6 Yatra.com
    7 Kingfisher
    8 Mountain Dew
    9 Lays
    10 Slice

    DAC is a consumer based day-after recall study, conducted among IPL viewers across six cities: Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. The target group for the study was 15-40 years males and 15-34 years old females.

  • Ram Kapoor continuous to be most loved character on Hindi GECs

    Mumbai: Ram Kapoor, who is playing the lead role in Sony Entertainment Television‘s Bade Achhe Lagte Hain, continues to be the No. 1 favourite character among Hindi GEC viewers, according to the 11th edition of Characters India Loves (CIL) study.

    CIL is the quarterly study, conducted by Ormax Media, the media research and consulting firm.

    Bade Achhe Lagte Hain had launched last year in May and Kapoor entered the CIL charts its July-August 2011 track (edition eight) at rank No 5. Sakshi Tanwar (his co-star) entered at the No 10 rank. Kapoor is in the first position since CIL nine, while Tanwar ranks No 4 in this track.

    The favourite non-fiction show characters are Kapil Sharma (Comedy Circus), Raghu and Rannvijay (MTV Roadies) at rank No. 1, 2 and 3 respectively.

    The track was conducted among 3000+ respondents of 15-44 years age group in six cities – Mumbai, Delhi, Ahmedabad, Lucknow, Indore and Jalandhar.

  • Ormax Media launches new customised research tool OBM

    Ormax Media launches new customised research tool OBM

    Mumbai: Ormax Media, the media research and consulting firm, has launched a new customised brand health and equity research product for the entertainment industry — Ormax Brand Matrix (OBM).

    Ormax said that OBM is the first brand-tracking tool customised to address the needs of broadcasters (both television and radio) in India. The product design is based on a mix of qualitative and quantitative consumer research.

    Ormax Media CEO Shailesh Kapoor said, “There are various conventional models for brand health and equity measurement available in the research industry. However, none of these catered well to broadcaster requirements. Unlike FMCGs, television and radio consumption is very different. There is no monetary consideration, but there is time cost instead. Also, the viewer or listener consumes multiple brands everyday. The broadcasting industry deserves its own brand-tracking model. We are finally ready with OBM, after extensive research and testing over the last two years.”

    OBM also has custom-made variants for various television genres, such as GECs, movie channels, youth channels, kids and niche channels amongst others.

    “More than a research product, we have conceptualised OBM as a strategic framework. If used well, it can enable brands to take sound business decisions based on statistically robust and qualitatively layered consumer evidence,” Kapoor added.

    Ormax Media works across the broadcasting industry, and boasts a client list of 41 television channels and six radio stations.

  • ‘GEC programmers need to understand IPL viewing behaviour’ : Ormax Media co-founder and CEO Shailesh Kapoor

    ‘GEC programmers need to understand IPL viewing behaviour’ : Ormax Media co-founder and CEO Shailesh Kapoor

    Ormax Media, the consumer knowledge and consulting firm for the media and entertainment industry, has entered into its fourth year of operations with plans to expand its product offerings and business. 

    Launched jointly by research specialist Vispy Doctor and former Filmy business head Shailesh Kapoor in July 2008, the company boasts of growth across sectors, including television, radio and media agencies.
     

    In an interview with Indiatelevision.com‘s Gaurav Laghate, Kapoor talks about the trends in entertainment television across genres – GEC, Sports, English entertainment and infotainment.

    Excerpts:

    What are the significant changes you are witnessing in the Hindi GEC space, both in terms of programming and marketing?
    There has been a definite movement towards light-hearted treatment of content. Stories may still be based around families and social change, but the treatment is less heavy and emotional than what it was before. Meanwhile, reality shows are going through a tricky phase, with no new ideas coming up, except Satyamev Jayate. We seem to have saturated the formats available to us.

    How do you see GECs getting affected from IPL this year?
    There is definitely diversion of viewer attention, but like Bollywood, GECs too have realised that at some point, they will have to take the IPL on. The key is to identify which programmes to focus on during IPL and which to duck. Understanding of IPL viewing behaviour becomes critical for that.

    What do you think of all the sports entertainment properties that are coming up…like Super Fight League? Will they gain traction?
    Mixed Martial Arts, being presented through UFC and SFL, is a very popular International sport. It should surely find its audience.

    What are the trends in sports viewership? Are non-cricket sporting events growing?
    Yes, the growth is there, but slow. Marketing is the key. I‘m glad that a new channel (Sony Six) has launched, as any channel launch always gives impetus to sports in general.
    ‘Language feed is the way forward as C&S penetration will continue to increase in smaller towns. Subtitling has helped English language channels a lot, and so have language feeds for English infotainment‘

    Your view on declining viewership of IPL?
    All trends and data we have suggest IPL viewership is actually 20 per cent higher than last year. I will not like to comment on the ratings.

    Is too much cricket causing viewers’ fatigue?
    A lot of it depends on India‘s performance. Having said that, we have a fairly lean period over the next few months, so cricket should be back in its full glory later this year.

    What are the trends in English infotainment and niche programming? Do you see language feeds getting more eyeballs?
    Language feed is the way forward as C&S penetration will continue to increase in smaller towns. Subtitling has helped English language channels a lot, and so have language feeds for English infotainment.

    And what about programming trends in the English general entertainment space?
    The genre needs some Indian programming desperately. The issue is – are the costs affordable. But a good Indian show, especially comedy or non-fiction, can definitely prove to be a game changer.

    What do you think about English music channels – now three… Will they manage to get viewers share without appointment viewing?
    The genre is very niche and its business model is based largely on imagery, perception, innovations and client servicing. So viewership doesn‘t matter that much.

    How has been the year for Ormax Media in terms of revenue and business growth?
    2011-12 has been an excellent year. We showed 62 per cent growth in our revenue, and added 24 new clients. Our proprietary product line now stands at 19 in number. Film research has been a big growth area for us last year, and should continue to grow this year too. But overall, growth has been across sectors, including television, radio and media agencies.

    What all new clients and new tools and products the company has launched or is launching in the near future?
    We recently launched the third edition of our IPL ad tracking study, Day After Cricket. Our music countdown product ‘Heartbeats‘ is now available in a Kolkata edition also, where we track Hindi and Bangla music in the Kolkata market. Our flagship products Cinematix and Showbuzz recently went through major market expansions. Cinematix expanded from 6 cities to 16 cities, while Showbuzz expanded from 6 to 14 cities. In the coming months, we have a huge product launch lined up. Without revealing much, we can say that it will be a product every advertiser and media agency will find extremely useful and relevant.
  • Vodafone top recalled brand during IPL 4

    Vodafone top recalled brand during IPL 4

    MUMBAI: Vodafone, Pepsi, Coca-Cola, and Hero Honda are the top recalled brands during IPL season 4, according to Ormax Media’s Cricket Advertising Recall & Effectiveness research – Day After Cricket (DAC),

    Ormax Media released topline findings of Day After Cricket for IPL season 4, while announcing the launch of the research for IPL 5.

    The table below lists the top brands recalled by the viewers in the day-after recall research conducted during the fourth edition of the IPL.

     

    Top 10 Brands Recalled (IPL 4)
    Rank
    Brand
    1
    Vodafone
    2

    Pepsi
    3

    Coca Cola
    4

    Hero Honda
    5

    Airtel
    6

    Tata Docomo
    7

    Kingfisher
    8

    Idea
    9

    Volkswagen
    10
    Nokia

    The top 10 most liked campaigns or promotions in IPL 4 are listed in the table below.

     

    Top 10 Most Liked Campaigns (IPL 4)
    Rank
    Brand
    1
    Vodafone
    2

    Cadbury Dairy Milk
    3

    Coca Cola
    4

    Tata Docomo
    5

    Volkswagen
    6

    Thums Up
    7

    Glucon D
    8

    Hyundai
    9

    Hero Honda
    10
    Kingfisher

    Top five innovations with the highest brand recall for the sponsor were Karbonn Kamaal Katch, Maxx Mobile Strategic Time Out and Kingfisher Third Umpire Decision, Kingfisher Fair Play Award and DLF Maximum respectively.

    Day After Cricket for IPL 5 will be conducted in two phases. The first phase involves daily day-after tracking of Ad Recall, Ad Likeability & Innovation Sponsor Recall. The second phase is the post-event association effectiveness measurement phase, customised for a brand.

     

  • Ormax Media expands Showbuzz coverage to 14 cities

    Ormax Media expands Showbuzz coverage to 14 cities

    MUMBAI: Ormax Media’s proprietary tool Showbuzz, which measures the pre-launch awareness of new shows on Hindi GECs, has now expanded its market coverage. The tool will cover 14 cities in its research methodology from this April, up from six cities.

    The new cities being added are Pune, Kolhpaur, Kanpur, Bareilly, Allahabad, Gwalior, Ludhiana and Jamnagar. It currently covers Mumbai, Delhi, Ahmedabad, Lucknow, Indore and Jalandhar.

    The sample size covered per week has also increased from 600 to 800. The data will be reported for eight market clusters – Mumbai, Delhi, Gujarat, Punjab, Rest Of Maharashtra, MP, UP (Big) and UP (Small).

    Ormax Media CEO Shailesh Kapoor said, “Showbuzz scores have become an industry currency for channels and advertisers to track and evaluate launch campaigns of new Hindi GEC shows. It is a product that has been supported by the media community whole-heartedly. As we prepare to enter the fourth year of Showbuzz, a market expansion was the logical next step.”

    Showbuzz tracks unaided and total awareness of upcoming and newly launched shows across Hindi GECs in the TG 15-44 years, SEC ABC.

  • IPL: Ormax Media to track ad recall impact

    IPL: Ormax Media to track ad recall impact

    MUMBAI: Ormax Media has announced the launch of the third edition of its Cricket Advertising Recall and Effectiveness research – Day After Cricket (DAC), for brands advertising on IPL 5.

    DAC was launched in 2010 for IPL 3. In 2011, the research was conducted for IPL 4 and the Cricket World Cup.

    Day After Cricket research has two components. The first one involves day-after tracking, available as bi-weekly syndicated reports to advertisers and media agencies over the seven-week long duration of the tournament. This phase of research will be conducted across the six metros, covering more than 2100 IPL viewers over the course of the tournament.

    The second phase of DAC is post-event research customised to the brand’s requirements and target audience. In this phase, the impact of IPL on the brand’s equity will be determined, by measuring the difference in the performance of the brand on key attributes amongst viewers and non-viewers of the tournament. An advertiser can opt for either or both phases of the research, depending on its objectives.

    Ormax Media CEO Shailesh Kapoor said, “From a research perspective, there are two key deliverables in big ticket cricket advertising – Recall & Equity Impact. Recall needs to be monitored to understand if the brand has managed to stand out in the clutter. Equity Impact is the long-term influence of the campaign, measured in a way that nullifies the role of all other media or promotions, thereby isolating the specific impact of IPL on the brand.”