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.