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Ormax Media launches its GEC character popularity track in four languages

Ormax Characters India Loves is now available for Hindi, Tamil, Telugu, Bangla and Marathi GECs.

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MUMBAI: In the new year, media insights and consulting firm Ormax Media is focusing on regional language markets in India. As a first step in this direction, the company announced the launch of its syndicated monthly GEC character popularity tracking tool Ormax Characters India Loves (OCIL) in four regional markets - Tamil, Telugu, Bangla and Marathi. OCIL has been tracking character popularity in the Hindi GEC category since 2010 and is used widely by all channels in the category.  

OCIL tracks popularity of fiction and non-fiction characters based on continuous audience research. While the Hindi track is completing 11 years now, the first report of the four regional languages is based on December 2020 tracking, and will now be released every month like the Hindi version. 

Ormax Media founder & CEO Shailesh Kapoor said: “In recent years, India’s regional story has been a compelling one. Be it television, theatrical or now streaming, regional content has been attracting the audience’s and the advertiser’s attention alike. 2021 will see Ormax Media launch several offerings targeted at key regional markets. The launch of OCIL in four languages is only a first step in this direction.” 

The top fiction & non-fiction characters in December 2020 across the five languages are: 

Language 

Character Name 

Show 

Channel 

Top Fiction Characters (Dec 2020) 

Hindi 

Jethalal 

Taarak Mehta Ka Ooltah Chashmah 

Sony SAB 

Tamil 

Mullai 

Pandian Stores 

Star Vijay 

Telugu 

Deepa 

Karthika Deepam 

Star Maa 

Bangla 

Sreemoyee 

Sreemoyee 

Star Jalsha 

Marathi 

Arundhati 

Aai Kuthe Kay Karte 

Star Pravah 

Top Non-Fiction Characters (Dec 2020) 

Hindi 

Kapil Sharma 

The Kapil Sharma Show 

Sony 

Tamil 

Pugazh 

Cooku With Comali 

Star Vijay 

Telugu 

Sudigali Sudhir 

Oxo Dhee Champions 

ETV Telugu 

Bangla 

Abir Chatterjee 

Sa Re Ga Ma Pa 

Zee Bangla 

Marathi 

Bhanu Kadam 

Chala Hawa Yeu Dya 

Zee Marathi 

Ormax Media partner Keerat Grewal said: “Characters are the cornerstone of storytelling. Character affinity ensures program loyalty, in turn helping shows to have long runs on television. Since 2010, Ormax Characters India Loves has helped leading Hindi GECs build a deep understanding of what makes Hindi GEC characters work. With the expansion into four regional languages, we hope that many other channels will now be able to benefit from similar understanding”. 

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