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Ormax launches youth audience awareness tracking tool

MUMBAI: Media research and consulting firm Ormax Media has launched YoBuzz!, a new weekly tracking tool to measure the awareness of reality shows amongst youth channel audiences.


YoBuzz! will track unaided and total awareness for upcoming and recently launched reality shows across youth channels such as MTV, Channel [V] and UTV Bindass, as well as Hindi general entertainment channels like Star Plus, Colors, Zee TV, Sony, Imagine and others.
 
Speaking about YoBuzz!, Ormax Media CEO and Co-founder Shailesh Kapoor said, “For more than two years now, Hindi GECs have been using our GEC awareness tracking product Showbuzz for key marketing decisions in the pre-launch phase of new fiction and non-fiction shows. YoBuzz! is an extension of the same idea. We will track the specific audience segment – viewers of youth channels.”
 
The company says that the data generated can be used to track performance of launch campaigns of new reality shows, and to take corrective action in the areas of creative and media strategy. “While it is primarily designed for the youth channels, even the GECs will find it useful to track their big ticket reality shows like Bigg Boss and Kaun Banega Crorepati amongst the core audiences of the youth genre,” Kapoor added.
 
The track will be conducted every week in four cities – Mumbai, Delhi, Lucknow and Bhopal - in the core audience segment of youth channels, i.e., 15-24 years SEC AB.

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