MUMBAI: Ormax Media, the media research and consulting firm,
has launched a new version of its television content testing
tool True Value.
new enhanced version of True Value will allow broadcasters
to forecast the viewership of new launches. Since its launch
in 2009, True Value has been used for content pre-testing.
The tool has been used so far to test 146 programs across
tool is available in three versions for GEC fiction
(Hindi and Regional), for all types of non-fiction (GECs and
niche channels) and for kids channel animation content.
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.
Media CEO Shailesh Kapoor 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