MxMIndia

Tag: Shailesh Kapoor

  • The new, enhanced version of True Value now allows broadcasters to forecast the viewership of new launches

    Ormax Media to forecast TV viewership using True Value

    By A Correspondent

     

    Ormax Media announced the launch of the new version of its television content testing tool – True Value. Since its launch in 2009, True Value has been the television industry’s certified tool for content pre-testing. The tool has been used to test 146 programs across 19 channels.

     

    The new, enhanced version of True Value now allows broadcasters to forecast the viewership of new launches. The tool is available in three versions – for GEC fiction (Hindi & Regional), for all types of non-fiction (GECs & niche channels) and for kids channel animation content.

     

    True Value has two statistical tests built into its design – Go Or No Go (GONG) Test and Success Test. The GONG Test can be used to decide whether a program should be put on-air at all, while the Success Test can be used to predict if the program will fit the definition of ‘success’, as defined in the context of the genre and the channel.

     

    Shailesh Kapoor, CEO – Ormax Media said: “The previous version of True Value was more directional in nature, while the revamped version is more action-oriented. Its ability to forecast the steady-state viewership of a program makes it extremely useful for taking business decisions in the area of content selection. The television industry has been very supportive of the product, and the new version has been designed to meet their needs even better.”

     

  • The former Star CJ CEO will advise the research and business teams at Ormax Media

    Paritosh Joshi joins Ormax as Strategic Advisor

    By A Correspondent

     

    Paritosh Joshi, former CEO-Star CJ, will now be associated with media research and consulting firm Ormax Media as a Strategic Advisor. Mr Joshi recently decided to step away from the corporate world after a 27-year career that spanned from FMCG marketing and Commodity Trading to Perfumery and Broadcasting*.

     

    In his advisory role, Mr Joshi will engage with the research and business teams at Ormax Media across various aspects of their work. Speaking about the association, Shailesh Kapoor, CEO, Ormax Media, said: “I am delighted to announce that Paritosh has accepted our invitation to take up the role of Strategic Advisor. With his experience in the media business, as well as his close involvement in several industry initiatives, he will bring a unique and fresh perspective to the table, that will help us, and by implication, our valuable business partners’ community.”

     

    Speaking about his new role, Mr Joshi said: “Ormax Media are doing some path-breaking work in developing new metrics altogether for television and film industries. I have a deep interest in audience measurement, and this engagement is another way of delving into this vast landscape, even as I get to work alongside Shailesh and his splendid team.”

     

    Disclosure: Paritosh Joshi writes Media Matrix on MxMIndia.com every Thursday

     

  • Mpact can be used by brands and media agencies to test effectiveness of their brand’s association with high-impact properties across media

    Ormax offers tool to measure effectiveness of big media tie-ups

    By A Correspondent

     

    Media research & consulting firm Ormax Media announced the launch of its proprietary model for brand association measurement – Mpact. Mpact is a scientific tool that measures the strength of association of a brand with a big-ticket, high-impact media property.

     

    Mpact can be used by brands and media agencies to test effectiveness of their brand’s association with high-impact properties across media, e.g. Sporting event associations, reality shows sponsorships, AFPs, print and television innovations and roadblocks, product placements, co-branded campaigns, and so on.

     

    In the Mpact model, consumer data is used to calculate the Mpact Score, a single-number measure of the effectiveness of the association for the brand.

     

    Speaking on the launch, Shailesh Kapoor, CEO – Ormax Media: “When an advertiser pays a premium to associate with an impact property such as IPL, KBC or Bigg Boss; takes a false cover on Times Of India; plans a roadblock on a top channel; or associates with a big film such as Ra.One or Bodyguard – returns that go beyond just the day-after recall of the association are expected. Mpact is a simple but powerful method of measuring how effective the association has been for the brand, beyond just a recall score which is extremely transient in nature. In effect, the Mpact Score is a surrogate ROI measure of the association.”

     

    Mpact has been developed and tested across more than 50 media associations by leading brands in various categories, including ‘Airtel presents Satyamev Jayate.’

  • MxM India commissioned leading media analysis firm Ormax Media to survey Hindi TV news viewers to find out how they have adapted to the change in name from Star News to ABP News.

    Viewers’ thumbs up to ABP News: MxMIndia – Ormax Media survey of News TV viewers

    By A Correspondent

     

    It’s been a week since Hindi, Bengali and Marathi news channels, Star News, Star Ananda and Star Majha were rechristened ABP News, ABP Ananda and ABP Majha respectively. MxM India commissioned Ormax Media, leading consumer insights and consulting firm, to conduct a survey on news television viewers to elicit their response to the rechristening.

     

    And the findings are overwhelmingly in favour of ABP News: that people are aware of the change, 85 percent feel that the name change is inconsequential and 10 percent even find the new channel better than before! And most importantly viewers seem to be echoing the Star News line with 92 percent of those survey saying other than the name, nothing had changed in the channel.

     

    Clearly, the findings of the survey conducted by Ormax Media indicate that viewers in the chosen target group have adopted considerably well to the rebranding of Star News as ABP News. Commenting on the results, Shailesh Kapoor, CEO, Ormax Media said, “The high awareness for the brand name change is a significant achievement for ABP. They have managed to make a smooth transition. The results tell us that the consumers have taken the name change in their stride comfortably.”

     

    In an interview with MxM India when the name change was announced, MCCS CEO Mr Ashok Venkatramani had remarked that out of the three 24-hour channels set to be rebranded, the Marathi and Bengali channels, Majha and Ananda as suffixes are unique and have grown in popularity and acceptance but the same is not true for the Hindi channel where the suffix is ‘News’ which is a generic term.

     

    Ormax Media conducted the survey on a target audience of males in the age group, 24-44 years in SEC ABC, who are regular Hindi news viewers. With a sample size of 200 respondents, the survey was conducted in 14 markets: Mumbai, Delhi, Pune, Kolhapur, Ahmedabad, Jamnagar, Indore, Gwalior, Ludhiana, Jalandhar, Lucknow, Kanpur, Bareilly and Allahabad.

     

    The findings of the survey, categorized under ‘awareness’, ‘impact of name change’ and ‘any other changes’, are as below:

     

    AWARENESS

    As far as awareness of the change in name is concerned, of the 200 respondents, 83 percent viewers were aware that Star News had become ABP News

     

    IMPACT OF NAME CHANGE

    • When asked what the name change from Star to ABP means to them, for 85 percent of the respondents, the name change was inconsequential to their watching the channel
    • 10 percent of the respondents claimed that they will watch the channel more after the name change stating better logo and better presentation as primary reasons for the preference.

    Some responses from these 10 percent viewers are:

    • “Naya look achcha laga channel ka”
    • “Pehle se zyaada fresh lag raha hai”
    • “Mujhe channel ka naya logo bahut pasand aaya”
    • “Presentation ka tareeka kuchch alag sa laga mujhe achcha laga”
    • “Display achcha ho gaya hai”

     

    And just 5 percent of the respondents said that they will watch the channel less after the name change citing lack of credibility due to absence of the Star brand name as the main reason.

     

    Some responses from this group of 5 percent viewers are listed below:

    • “Star News bada naam hai, ABP kabhi suna nahin”
    • “Pehle ka naam achha lagta tha, abhi ka naam ajeeb sa hai”
    • “ABP mein woh attraction nahin hai jo Star mein tha”
    • “Jab Star News tha toh wahan news sabse pehle aati thi, ab pata nahin kya hoga”
    • “Pehle Star company ka channel tha, abhi lagta hai kisi politician ne le liya hai”


    ANY OTHER CHANGES?

    • When asked if the viewers had noticed any other change in the channel apart from the change in name, 92 percent of the respondents said that nothing else had changed in the channel besides the name.
    • Only 8 percent of the respondents believed that apart from the channel name, brand logo and presentation style had also changed.