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).
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.
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."
also has custom-made variants for various television genres,
such as GECs, movie channels, youth channels, kids and niche
channels amongst others.
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.
Media works across the broadcasting industry, and boasts a
client list of 41 television channels and six radio stations.