MUMBAI: Indian TV guide company What’s On India has joined hands with Ormax Media to create a learning initiative on promotional strategies for television channels.

Ormax Media has been mandated to create specialised planning tools and techniques that will allow TV broadcasters to use the What’s On India TV guidance channel more efficiently. 
 
Says What’s On India CEO Atul Phadnis, “Internationally, a TV guidance channel is used by TV networks to distribute a host of messages to TV viewers, and most importantly to promote their channels and programmes. However, we realise that a TV guidance channel is a very different medium than other media currently being used by television channels, including outdoor, print and conventional television. In India, Ormax Media will be taking on the role to enable broadcasters to use our channel better. We have also licensed certain critical templates and planning tools from our TV guidance partners across the world to enrich this process.”
 
Ormax Media director Shailesh Kapoor adds, “The context and the uniqueness a channel like What’s On India brings with it, demands that it be used differently in a TV Network’s marketing and promotional plans. This difference will apply to various aspects of promo planning, like campaign period, types of innovations, day and day-part scheduling, recency and interactivity. Eventually, the purpose is to deliver an efficient eyeballs generating plan to the broadcasters advertising on What’s On India."