Indiantelevision.com Team

(28 July 2008 5:30 pm)

MUMBAI: Vispy Doctor, the managing director of Ormax Consultants, a specialist in qualititative research, together with former Filmy business head Shailesh Kapoor have launched Ormax Media.

The consumer knowledge and consulting firm aims to specialise in the entertainment business, where it will work with clients across television, radio, films and other entertainment categories. It plans to empower its clients with consumer inputs and strategic directions to achieve better return on their investments in a competitive marketplace.

Speaking about Ormax Media, Doctor said, “Entertainment is a growing industry, in which knowing the consumer better will be the key to success in a fiercely competitive environment. Our services will be designed to enrich our clients with inputs that can be instrumental in creating success stories out of their products.”

Ormax Media will also offer other services, including qualitative research (image and perception studies, concept and pilot testing, name and ad testing) and consulting across the areas of viewership/ listenership analysis, marketing and programming strategy and business planning.

Doctor has studied consumers for 23 years across various industries, for various leading brands including Cadbury’s, Titan, Thums Up, Pantene, Asian Paints, AOL, BBC and many more.

Speaking on the new venture Kapoor said, “We believe that by spending a near negligible percentage of their content and marketing budget on consumer knowledge, entertainment brands can deploy their resources a lot more effectively.”

The firm is already in talks with media companies to get them on board as their clients. Ormax Media will also start pitching in for international clients keen to develop projects in India in three to four month’s time, added Kapoor.