Tag: Ormax Media

Ormax launches ‘Characters Andhra Loves’

MUMBAI: The media research and consulting firm Ormax Media has announced the launch of ‘Characters Andhra Loves‘ (CAL), a popularity tracking study for television characters for Telugu GECs.

According to the study, the most popular fiction character is RK Naidu (Mogali Rekulu), while that in non-fiction is Sai Kumar (Wow).

The first edition of Characters Andhra Loves was conducted in November 2011. The report also lists the top characters by gender, age, SEC and market segments.

Ormax Media CEO Shailesh Kapoor said, “Our Hindi GEC product Characters India Loves (CIL) is extremely popular amongst broadcasters, production houses, media agencies and advertisers. Telugu GEC is a big market, and extending CIL to the Andhra Pradesh market was a logical move.”

Naidu leads the list with a share of 26 per cent, followed by Anandi (Chinnari Pelli Kuthuru) and Munna (Mogali Rekulu) at second and third place respectively.

Kumar (Wow) tops the ranks among the non-fiction characters with 22 per cent share, followed by Roja (Modern Mahalakshmi) and Suma (Bhale Chance Le).

The CAL study was conducted among a sample size of 800 respondents in four cities – Hyderabad, Vijayawada, Warangal and Nellore. The target group for the study were males and females, 15-44 years, SEC ABC.

December 19, 2011
Amitabh, Salman make it to top 5 in the CYL study

MUMBAI: Amitabh Bachchan and Salman Khan have first time made to the top 5 of the Characters Youth Loves (CYL) study of Ormax Media.

While Bachchan, thanks to Kaun Banega Crorepati, climbed to No. 2, Khan (Bigg Boss 5) jumped to No. 3 position in the list.

MTV VJ Rannvijay has, however, retained his numero uno position as the most popular character amongst youth. But Raghu (MTV Roadies) has moved down to the No. 4 position from No. 2 in the last track.

Hrithik Roshan (Just Dance) continues to be at the No. 5 position.

The track was conducted during September-November this year. CYL is a quarterly study done to track the favourite reality show characters (contestants, hosts and judges) among the youth, along with reasons for preference.

The study was conducted among 1,120 male and female respondents, 15-24 years, SEC AB, across four cities – Mumbai, Delhi, Lucknow and Bhopal.

December 13, 2011
Ormax Media releases research report on Star Plus’ Saathiya

MUMBAI: Ormax Media, the media research and consulting firm, has released a new research report called ‘The Success of Saathiya – Learning for Hindi GECs.‘

The research report is based on a qualitative study conducted by Ormax Media to understand the critical success factors that make Star Plus‘ 7 pm show – Saath Nibhaana… Saathiya – the top-rated Hindi GEC show today.

The research was conducted amongst loyal audiences of Saathiya, in the month of November in Delhi, Indore and Surat.

Ormax Media CEO Shailesh Kapoor said, “Most content research conducted by channels and production houses revolves around their own programs. However, when there is something as remarkably successful as Saathiya, its success deserves to be shared across the industry. We see this report more like a case study. Learnings from this report will interest not just those involved with Saathiya, but everyone who is into developing, producing and marketing Hindi GEC fiction content.”

Kapoor added: “This report is an industry initiative. We understand that it may not make sense for a single channel or production house to commission a study like this. However, a syndicated report allows everyone to benefit from the study, at a nominal cost.”

The report is available for subscription to broadcasters, production houses and advertisers. The subscription package consists of a presentation covering the findings, as well as the videos (DVDs) of the focus group discussions conducted during this research.

November 25, 2011
Ormax releases research report on reality shows marketing

MUMBAI: The media and entertainment research and consulting firm Ormax Media has unveiled a special study on the effectiveness of marketing for the reality shows.

The nation-wide study is aimed at understanding ‘Reality Shows Marketing – Media Effectiveness’ for Hindi general entertainment channels (GECs).

The company used three big reality show launches of 2011 – Just Dance (Star Plus), Kaun Banega Crorepati (Sony Entertainment TV) and Bigg Boss 5 (Colors). The study analyses the impact of 13 different advertising and promotions media, in terms of their ability to create reach, buzz and appeal for reality shows.

Ormax Media CEO Shailesh Kapoor said: “In more than 20 years of satellite television in India, there has been no large-scale documented understanding of how each media should be used for program launches. This research will provide valuable information to the marketing departments at GECs, which will help them optimise their marketing spends, as well as understand the specific role of each medium in the overall media mix.”

The 13 media covered in the study were: self channel promos, cross channel promos, astons & bugs, news channel coverage, print ads, print articles, magazines, FM radio, out-of-home, theatre promotions, mall promotions, Internet promotions and word-of-mouth.

The study was conducted amongst more than 2400 Hindi GEC viewers in the 15-34 years age segment, across six cities.

October 15, 2011
Ormax launches research product for TV production houses

MUMBAI: Ormax Media, the media research and consulting firm, has launched a new research product – Television Omnibus for TV production houses.

The consulting firm said that the product will address the consumer research needs of production houses in a cost effective manner.

“Today, many production houses are research savvy. They have the ability to appreciate consumer feedback on their programmes, as well as act upon it. However, unlike broadcasters, production houses may not be able to afford on-going, large-scale consumer research for all their properties. Television Omnibus is a product that will address their needs in a timely and cost effective manner,” said ormax Media CEO Shailesh Kapoor.

Research under Television Omnibus will be conducted across the country using focus group discussions and depth interviews. The company said that while several production houses will subscribe to the product, each will have access to the findings of only their programmes.

Additionally, production houses can also use Television Omnibus to test new programme concepts, as well as understand consumer trends such as weekend programming, mythological shows, youth channels and emerging trends.

Kapoor adds, “Television Omnibus will help production houses pre-empt any drop in ratings of their programs, by being in constant touch with their consumers. Three production houses have already signed up with us, and we expect another 3-4 to be on-board in the next two months.”

September 6, 2011
Ormax predicts Bodyguard to net Rs 740 mn in opening weekend

MUMBAI: Ormax Media, which uses Moviescope predictive model, has forecast Atul Agnihotra’s Bodyguard to take a net opening weekend collection of approximatelyRs 740 million, assuming it releases across 1500 cinemas.

The film will release on 31 August on the day of Eid.

Salman Khan’s Dabangg that released on Eid last year had a weekend (3 days) net box office collection of Rs 487.5 million. His next film Ready, which released in June this year, was also a blockbuster collecting Rs 422.5 million in the opening weekend.

Moviescope is a film research engine designed to take care of all the needs of a producer. This includes four components – Ad Pre-Test, Film Pre-Test, Awareness Tracking (Cinematix) and Exit Polls.

Ormax Media partners with Yash Raj Films, Fox Star Studios, Viacom 18 Motion Pictures and DAR Media among others.

August 29, 2011
Ormax Media eyes 100% growth in FY’12

MUMBAI: Media research and consulting firm Ormax Media aims at doubling its revenues in FY‘12 as it looks at the regional markets and plans to launch new products across categories.

The company had achieved an 80 per cent growth in 2010-11 over the earlier year.

“We saw almost 80 per cent growth from 2009-10 to 2010-11. In fact, the plans for 2011-12 are for an even higher growth rate, of about 100 per cent. We believe that we are still a young company and while we are now firmly established and positioned as media and entertainment experts, there are still many frontiers to cross,” said Ormax Media co-founder & CEO Shailesh Kapoor.

Kapoor claims that his firm has no competition at present as there is no research company investing in creating media and entertainment knowledge the way Ormax Media is. “If anyone were to start attempting this today, it would take them at least 2-3 years to reach to our level of data and products,” he said.

The company has invested in creating products and tools over the last three years that can be used across the industry. Ormax boasts of 18 trademarked products and believes that there are many other needs that can be addressed.

“We have done extensive work in the news genre, but I believe we have a lot more to contribute in that area. Regional channels is another area I‘m extremely keen on, especially down South. We have made several breakthroughs in Bollywood, and today, eight leading film production companies are working with us. However, I believe that the potential of film research in India is several times bigger than what is being explored currently. So, as you can sense, there is so much to do across categories. It should keep us busy for a while,” Kapoor added.

At present, Ormax Media is working with 35 TV channels and has worked on 18 films. It is also targeting media agencies to widen its reach. It is working with Mindshare, Maxus and Lintas.

“There have been two areas in which we do work relevant to media agencies. One of them is evaluation of media associations. For example, if a brand has invested heavily in sponsoring a programme, we will help them measure the actual impact of the association. We have done several such studies now, and have a very powerful index called Branding Effectiveness Index (BEI) to measure the success of such media associations. The second area is cricket. Our syndicated study, Day After Cricket (DAC), tracked ad recall and likeability during World Cup and IPL this year. In fact, we are coming out with a consolidated report on the two events, which will be enormously useful for advertisers and agencies for taking more informed cricket buying decisions,” Kapoor elaborated.

June 21, 2011
Ormax Media predicts 2.6 TVR debut for Sasural Simar Ka

MUMBAI: Colors’ latest fiction show Sasural Simar Ka, which is launching tonight at 7.30 pm band, will open with an average TVR of 2.6 in the debut week, predicts Ormax Media.

The prediction is based on the media research and consulting firm’s awareness tracking tool Showbuzz. Ormax Media said that depending on the content quality, the TVR can be 10-15 per cent on either side.

The show has replaced Rishton Se Badi Pratha, which moves to the 7 pm slot. It will be a 62 per cent jump for Colors as Pratha was averaging 1.6 TVR on the same slot.

The show will however face competition in its slot from Star Plus’ Sasural Genda Phool (3.5 TVR) and Zee TV’s Chhoti Bahu (2.2 TVR).

Showbuzz tracks awareness of new programs across six markets. Data over the last two years has been used to create a predictive model for fiction shows. The model predicts the opening week reach of the launches, which can then be used to arrive at indicative TVR, assuming a certain level of content. Ormax Media said.

The model takes into account the marketing buzz created by the show, the performance of the slot, competitive scenario, overall channel performance, audience flow from one show to the other and the category of the program (fiction/ non-fiction).

The company claims that error margins have been less than 15 per cent in most predictions done using the model so far.

April 25, 2011
Ormax Media to measure effectiveness of cricket advertising

MUMBAI: In the lead-up to the two big cricketing events, World Cup 2011 and IPL 4, media research and consulting firm Ormax Media has launched its cricket advertising effectiveness research – Day After Cricket (DAC).

DAC is a syndicated cricket advertising effectiveness research, conducted across nine cities, with a sample size of over 15,000 respondents. The research includes two phases – “day-after” tracking during the events and “post-event ad effectiveness research”.

Ormax Media co-founder and director Vispy Doctor said: “Cricket advertising is very cluttered, with more than 100 brands vying for limited consumer attention spans. With huge investments at stake, it becomes important for an advertiser to know if their brand has managed to make an impact, and whether this impact is short-term or long-standing. DAC allows an advertiser to understand if their campaign has delivered on the marketing objectives.”

DAC will take a brand’s performance on various parameters, including ad recall, ad likeability, innovations recall and a series of brand attributes defined as a part of research.

Over 60 brands will be tracked during each of the two events. Data will be reported every alternate day, making the findings directly actionable during the two long events. Subscribers will also get access to post-event analysis, which can be used as inputs into planning for future cricket events.

Ormax Media co-founder and CEO Shailesh Kapoor added: “DAC aims to be the definitive cricket advertising research product in India. It handles every aspect of cricket advertising, including sponsorships and innovations. Very importantly, it isolates the impact of non-cricket advertising, allowing a brand to measure the specific benefits gained from cricket investments. Its model has been tested over several cricket events, including last year’s IPL and the current India-South Africa series. The large scale research aims to be the industry currency on cricket ad effectiveness this year, and the future.”

The study will be available for subscription to advertisers, media planners and broadcasters.

January 4, 2011

Ormax Media predicts strong opening for Jhalak Dikhhla Jaa in Sony

MUMBAI: Sony Entertainment Television (Set), which is replacing its top rated show Kaun Banega Crorepati (KBC) with Jhalak Dikhhla Jaa, is in for a treat. As per media research firm OrmaxMedia, the dance reality show is set for a strong opening as per its pre-launch awareness tracking tool Showbuzz.

Jhalak Dikhlla Ja, in its fourth season now, will launch with a season opener this Sunday, and will be telecast Monday-Tuesday at 9 pm.

As per Showbuzz, the show has seen a day on day increase in its awareness in the pre-launch week. (See table).

Week	Unaided Awareness %	Total Awareness %
Monday	12	68
Tuesday	21	76
Wednesday	33	88
Thursday	45	92
Mon-Thu Average	28	81

Source: Showbuzz™, Week 49-50, 2010

Ormax said that at a week 1 stage, these numbers are better when compared to some of the recent non-fiction launches, including DID L’il Masters (Zee TV), Khatron Ke Khiladi 3 (Colors) and Master Chef India (Star Plus).

Ormax Media CEO Shailesh Kapoor said, “Madhuri Dixit’s presence has definitely worked for the campaign. From our Bollywood work, we know that she is at No. 7 in the list of most popular actresses in India even today, despite no films in the last 3-4 years. In fact, she is higher than Sonam Kapoor, Bipasha Basu and Vidya Balan on popularity. Also, the contestants on the show this season are a good mix of strong faces, especially from television. Most of them have not been on reality shows before, giving Jhalak… a freshness it will definitely benefit from.”

Showbuzz is the awareness tracking research conducted in six markets – Mumbai, Delhi, Ahmedabad, Lucknow, Indore and Jalandhar. More than 600 people in the 15-44 years, SEC ABC segments were interviewed for the research.

December 11, 2010