Ormax releases research report on reality shows marketing

MUMBAI: The media and entertainment research and consulting firm Ormax Media has unveiled a special study on the effectiveness of marketing for the reality shows.

The nation-wide study is aimed at understanding ‘Reality Shows Marketing – Media Effectiveness’ for Hindi general entertainment channels (GECs).

The company used three big reality show launches of 2011 – Just Dance (Star Plus), Kaun Banega Crorepati (Sony Entertainment TV) and Bigg Boss 5 (Colors). The study analyses the impact of 13 different advertising and promotions media, in terms of their ability to create reach, buzz and appeal for reality shows.
Ormax Media CEO Shailesh Kapoor said: "In more than 20 years of satellite television in India, there has been no large-scale documented understanding of how each media should be used for program launches. This research will provide valuable information to the marketing departments at GECs, which will help them optimise their marketing spends, as well as understand the specific role of each medium in the overall media mix."

The 13 media covered in the study were: self channel promos, cross channel promos, astons & bugs, news channel coverage, print ads, print articles, magazines, FM radio, out-of-home, theatre promotions, mall promotions, Internet promotions and word-of-mouth.

The study was conducted amongst more than 2400 Hindi GEC viewers in the 15-34 years age segment, across six cities.

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