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Ormax Media launches programme-awareness
tracking tool

Indiantelevision.com Team

(6 April 2009 8:40 pm)

NEW DELHI: Consumer knowledge firm Ormax Media has launched a weekly tool, ShowBuzz, to measure programme awareness of new television shows.

The weekly tool will track top-of- the-mind recall for up to 20 new programmnes that are scheduled for launch or have been recently launched across channels.

Initially, the tracks will be conducted in five markets including Mumbai, Delhi, Ahmedabad, Lucknow and Indore and the weekly findings will be released to the subscribers every Monday. The company plans to add new markets in due course of time.

Ormax Media director Shailesh Kapoor says, “Across our television work we have observed that till the first TAM ratings come in, channels have very little indication of what’s the buzz around their new programme. Hence, the first ratings are often a rude shock, or sometimes a welcome surprise. Even advertisers invest in new shows purely on instinct. All because so far there was no information available that could predict the fate of a show before its launch.”

ShowBuzz is the second tool launched by Ormax Media. Earlier this year the company had introduced True Value, programme-testing and benchmarking tool.

Ormax Media is presently working for various media companies including Star Plus, Zee TV, NDTV Imagine, Star Movies, UTVi, Bing Broadcasting, Star Pravah, UTV Movies, Star One, Zee Marathi, Zipazap.com and WSG Motion Pictures.

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