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Tag: Ormax Brand Matrix

  • Ormax Media launches viewership maximization tool called Ormax Brand Matrix

    TV viewership maximization tool Ormax Brand Matrix launched

    By A Correspondent

     

    Media insights firm Ormax Media announced the launch of Ormax Brand Matrix (OBM), a viewership maximization tool. Broadcasters across categories can use OBM to identify a focused plan to increase viewership by upto 20% within six months, notes a communique, adding: 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.

     

    Said Shailesh Kapoor, CEO, Ormax Media: “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.”

     

    Mr Kapoor believes the real power of OBM lies in its construct. He added: “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 maximization. If an information need or data point is not going to help a channel increase their viewership, it’s not a part of OBM.”

     

     

     

  • Ormax Media launches a customized brand health and equity tool for the Indian television and radio industries

    Ormax launches brand track tool for TV & radio

    By A Correspondent

     

    The India n television and radio industries now have their own brand health & equity tool, called Ormax Brand Matrix (OBM).

     

    Launched by Ormax Media, OBM is the first brand-tracking tool customized 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.

     

    Speaking about OBM, Shailesh Kapoor, CEO, Ormax Media 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 is not only customized to television and radio, it also has custom-made variants for various television genres, such as GECs, movie channels, youth channels, kids, niche channels, and others.

     

    Mr Kapoor added: “More than a research product, we have conceptualized 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.”