MUMBAI: Media insights firm Ormax Media announced the launch
of Ormax Brand Matrix (OBM), a viewership maximisation tool.
Broadcasters across categories can utilise OBM to identify
a focused plan to increase viewership by upto 20 per cent
within six months as the firm claims.
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.
Ormax Media CEO Shailesh Kapoor elaborated: "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."
Ormax Brand Matrix uses a mix of quantitative and qualitative
research to recommend a viewership maximisation blueprint
to channels using the product. But Kapoor believes the real
power of OBM lies in its construct, adding: "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 maximisation. If an information need or data point
is not going to help a channel increase their viewership,
it's not a part of OBM."
National and regional channels across categories can commission
an OBM project, which has been custom-made for GECs, movies,
news, music, infotainment, lifestyle, kids, youth, etc. Four
channels as per Ormax are already using Ormax Brand Matrix,
in less than a month since the product has been ready after
two years of extensive research.