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Tag: Shailesh Kapoor

  • IPL 6 sponsors benefit significantly; Pepsi gets highest recall: Ormax Trac20

    MUMBAI: The sponsors of the sixth edition of Indian Premiere League (IPL) are to benefit significantly from the tournament, Pepsi being the bigger gainer, Ormax Trac20 report stated.

    The findings of the pre-phase of Ormax Trac20, a syndicated research being conducted by media insights firm Ormax Media, revealed that Pepsi seems to have the ball out of the park even before the tournament started.

    As per the findings, the average number of sponsors recalled at an unaided level per respondent stood at a healthy 3.2, more than double compared to previous years.

    Title sponsors Pepsi contributed significantly to this performance, with an unaided recall of 82 per cent even before the tournament started. DLF, the title sponsors till last year, scored less than 50 per cent on recall in the previous seasons of IPL.

    Other sponsors with high unaided recall are Vodafone (37 per cent) and franchise sponsors Nokia (32 per cent).

    Ormax Media CEO Shailesh Kapoor said, “This phase of the research was conducted in the fortnight leading upto the start of IPL 6. Such high recall levels are indicative of the strong association a brand like Pepsi has managed to build with the tournament, despite this being their first year of association. It is evident that the brand fit between Pepsi and the IPL has worked this year.”

    The Ormax Trac20 research is being conducted across 11 cities, in three phases, with a total sample size of 9,000: Pre-phase before the IPL started, mid-phase during the IPL and post-phase at the end of the tournament. The findings of the pre-phase have been released for the subscribers.

  • Ormax Media appoints Venugopal Bhamidipati as Insights Head

    Mumbai: Media insights firm Ormax Media has strengthened its research team with the appointment of Venugopal Bhamidipati as Insights Head – Print, Radio & Branded Entertainment.

    He will be based out of Mumbai and will be reporting to Ormax Media CEO Shailesh Kapoor.

    Kapoor said, “Our print and radio work has seen significant growth over the last two years. In the area of branded entertainment, we have been doing extensive work on evaluating the effectiveness of sponsorships and media associations for brand and their media agencies. With Venugopal’s diverse experience, we are ready to tap the true potential of these domains.”

    Bhamidipati said, “Ormax Media offers the best of both the worlds, consumer insights and media expertise. I look forward to working with the team at Ormax in these exciting times for the media & entertainment industry.”

    Bhamidipati comes with six years of research industry experience, having worked with IMRB International, Nielsen and Hansa Research Group.

    In his last assignment, Venugopal worked as Strategic Planning Director at Publicis Captial.

  • Ormax Media introduces IPL research to measure ad impact

    Mumbai: Media insights firm Ormax Media will be conducting a syndicated research to measure the impact of sponsorship and advertising on the brand partners of IPL 6.

    The research called ‘Ormax Trac20’ will be conducted across 9,000 respondents in three phases – pre-IPL, during the IPL and post-IPL – for the sixth edition of the tournament this year.

    ‘Ormax Trac20’ will track the advertising recall and effectiveness for IPL 6 advertisers who subscribe to the research. This will be done through a series of parameters, such as ad recall, ad likeability, innovations sponsorship recall and brand imagery impact.

    The study will measure key perceptions of IPL, such as team loyalty and viewing behaviour. Additionally, early subscribers will be allowed to add customised question to the track to suit their specific requirements.

    Ormax Media CEO Shailesh Kapoor said, “Ormax Trac20 is by far the biggest IPL research India has ever seen. It can be used by brands to measure the effectiveness of their association with IPL 6 at various levels, allowing them to take business decisions to optimize their high investments in IPL, both during the course of IPL 6 as well as for future seasons. The research is relevant for all advertiser types, be it ground sponsors, television sponsors or spot-buy driven advertisers.”

    The research will be conducted in the nine home markets for the franchisees, namely Mumbai, Delhi, Chennai, Hyderabad, Bangalore, Kolkata, Pune, Chandigarh and Jaipur.

  • 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.

  • ‘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 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.”

  • 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.
  • 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.