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Ormax launches diagnostic tools for Hindi GECs

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MUMBAI: Media and entertainment research firm, Ormax Media, has launched a new product for Hindi general entertainment channels called Showbuzz Ad-vantage.

The diagnostic tool will equip broadcasters with detailed diagnostics and recommendations for their new launches, in both fiction and non-fiction genres. Based on weekly consumer research across 14 cities, the product will enable Hindi GECs to monitor their launch campaigns and take corrective action, both on-air and off-air, towards maximizing the launch viewership of new programmes.

Ormax Media research head – television Anurag Bakhshi said, “In 2009, we had launched Showbuzz for awareness tracking of Hindi GEC launches. Showbuzz Ad-vantage is a natural but powerful product extension. While Showbuzz allows GECs to track the buzz around their new launches, Showbuzz Ad-vantage will take it one step further by highlighting the strengths and weaknesses of the campaigns, leading to sharp recommendations.”

Showbuzz Ad-vantage tracks parameters like genre comprehension, promo-wise reach and likeability, sources of awareness, programme appeal, drivers and barriers, channel and day-date-time cut-through.

Showbuzz Ad-vantage is available to Hindi GECs for subscription on a per-programme as well as annual basis.

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