Television

Ormax Media launches study to know kids' favourite characters on TV

MUMBAI: Ormax Media has launched ‘Small Wonders‘, a quarterly kids television study that will rank kids‘ favourite characters on television, and will be available to broadcasters, advertisers and content producers.
As part of the study procedure, ‘Small Wonders‘ will be conducted among kids in seven cities - Mumbai, Delhi, Kolkata, Ahmedabad, Hyderabad, Lucknow and Jalandhar.


Ormax Media aims to interview more than 1680 kids, in the age group of 6-14 years across SECs ABC for the study. Under the modus operandi, the kids will be asked to name their favourite characters on television, with reasons for the same. The report of the first edition of the study will be available in February and will have the findings by markets, age, gender and SECs. 
 
Speaking about Small Wonders, Ormax Media co-founder & director Shailesh Kapoor said, "Our television work has shown that character likeability is an important parameter influencing loyalty towards a programme in particular, and a channel in general."


"Understanding which characters is being liked and why, will help the subscribers develop a better understanding of children‘s television preferences. The quarterly cycle ensures that we keep pace with the changing environment and the constantly evolving expectations of the kids."


In August 2009, Ormax Media had launched a similar product for the Hindi GEC universe called ‘Characters India Loves‘, which is a quarterly study measuring the favourite television characters of Hindi GEC viewers.
 

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