Mumbai: Ormax Media has released a report on understanding the remote control dynamics in single TV households in India, called ?And The Remote Goes To??

This large scale syndicated study was conducted across 7 cities and 5547 respondents. The cities covered were: Mumbai, Delhi, Ahmedabad, Indore, Lucknow, Jalandhar and Hyderabad, among regular prime time television viewers.

The study aims to answer the question that obssesses the television industry: "Who controls the remote at different times?" The report captures the gender and the age profiling of the remote in- charge for different one-hour slots, from 7pm to 11pm, on both weekdays and weekends. It also captures the differences in the profile of the remote in-charge by markets, SEC and family size.

Speaking about the study, Shailesh Kapoor, CEO - Ormax Media said: "One of the limitations of television ratings is that they don?t tell us who the decision maker is. All marketing is about talking to decision makers and influencers, not the atual consumers. In television, this reality is even more pertinent, given the nature of TV viewing in India - single TV households where the entire family watches TV together. In such a scenario, whom should you be talking to. A man or a woman or both? The youth, the newly married, the middle aged, the older or all? What is the best time and day to attract each of these segments? This study answers several such relevant but under-rated questions."

The report is available to broadcasters, media agencies and advertisers for a one-time subscription cost of Rs. 40,000. Kapoor said: "This study was done to share useful data across the industry. Hence, we have priced it in a way that the entire television and media fraternity, including the smaller channels and advertisers, can use it for better understanding of their audiences."