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Ormax Media eyes 100% growth in FY’12

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MUMBAI: Media research and consulting firm Ormax Media aims at doubling its revenues in FY‘12 as it looks at the regional markets and plans to launch new products across categories.

The company had achieved an 80 per cent growth in 2010-11 over the earlier year.

“We saw almost 80 per cent growth from 2009-10 to 2010-11. In fact, the plans for 2011-12 are for an even higher growth rate, of about 100 per cent. We believe that we are still a young company and while we are now firmly established and positioned as media and entertainment experts, there are still many frontiers to cross,” said Ormax Media co-founder & CEO Shailesh Kapoor.

Kapoor claims that his firm has no competition at present as there is no research company investing in creating media and entertainment knowledge the way Ormax Media is. "If anyone were to start attempting this today, it would take them at least 2-3 years to reach to our level of data and products," he said.

The company has invested in creating products and tools over the last three years that can be used across the industry. Ormax boasts of 18 trademarked products and believes that there are many other needs that can be addressed.

“We have done extensive work in the news genre, but I believe we have a lot more to contribute in that area. Regional channels is another area I‘m extremely keen on, especially down South. We have made several breakthroughs in Bollywood, and today, eight leading film production companies are working with us. However, I believe that the potential of film research in India is several times bigger than what is being explored currently. So, as you can sense, there is so much to do across categories. It should keep us busy for a while,” Kapoor added.

At present, Ormax Media is working with 35 TV channels and has worked on 18 films. It is also targeting media agencies to widen its reach. It is working with Mindshare, Maxus and Lintas.

“There have been two areas in which we do work relevant to media agencies. One of them is evaluation of media associations. For example, if a brand has invested heavily in sponsoring a programme, we will help them measure the actual impact of the association. We have done several such studies now, and have a very powerful index called Branding Effectiveness Index (BEI) to measure the success of such media associations. The second area is cricket. Our syndicated study, Day After Cricket (DAC), tracked ad recall and likeability during World Cup and IPL this year. In fact, we are coming out with a consolidated report on the two events, which will be enormously useful for advertisers and agencies for taking more informed cricket buying decisions,” Kapoor elaborated.

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