Ormax Media launches audience analytics tool for TV channels

Ormax Televate covers the urban Indian market across 157 channels and 36 genres.

Mumbai: Ormax Media has announced the launch of a new audience analytics tool, Ormax Televate. It is designed to help TV channels in achieving viewership growth by identifying a focused and consumer-centric strategy based on insightful data on parameters built through Ormax Media’s 13 years of work in the television industry in India, said the media consulting firm in a statement on Tuesday.

"TV channels make various efforts in the areas of content, marketing, branding, distribution, acquisition, etc. to increase their viewership. However, these initiatives are often like hit-and-trial, and a lot of time and resources are spent on activities that may have incremental value at best," stated Ormax Media founder & CEO Shailesh Kapoor. "Ormax Televate will use consumer data, advanced analytics, and our deep expertise in the television domain to help channels identify the most critical aspects of their business that must be fixed from a viewership perspective. These are the only things that the leadership team should spend their time on."

Ormax Televate has two stages and it currently covers the urban Indian market, addressing 157 channels in the industry in 36 genres across languages. The tool is available for GEC, films, news, kids, music, and infotainment genres across all major Indian languages.

In the first stage, a TV channel commissioning a project will get access to syndicated data that maps their channel and its competition on strategic parameters related to awareness, brand performance, and category needs. Making use of its extensive body of work, Ormax Media has identified 172 viewership barriers that channels may potentially face. With the help of an algorithm up to 15 barriers that are most relevant to the channel in question will be identified.

In the second stage, strategic analysis, content and brand analytics, and qualitative research will be used to identify three priority areas that the channel must focus on to increase its viewership. For each of these areas, Ormax Televate will recommend a specific and actionable plan.

“TV channels conduct a lot of ongoing consumer research to build their consumer understanding, over and above the rating data available to them. However, this often leads to data overload where there’s too much information available but very little clarity on how to process and action it," said Ormax Media – partner Keerat Grewal. "Ormax Televate is an audience analytics engine that cuts through this information clutter to identify three priority areas a TV channel must focus on to achieve sizable viewership growth while laying out a detailed strategic roadmap for each of them."

Latest Reads
Republic Media Network concludes first ‘India Economic Summit’

Mumbai: Republic Media Network concluded the first edition of ‘India Economic Summit 2021’ on 26 November. The event put a spotlight on contemporary economic issues and was attended by union ministers, policymakers, corporate honchos, economists and business leaders at the Taj Palace in New Delhi....

Television TV Channels News Broadcasting
News18 India wins 'Most Admired Brand of the Year' at ACEF Asian Leaders Awards

News18 India, one of the leading national Hindi news channels from News18 Network, has been winning major accolades for its content, formats, and campaigns over the years.

Television TV Channels News Broadcasting
Susan E Arnold named Disney’s chairman of board

The Walt Disney Company board of directors announced that it has elected Susan E Arnold as chairman of the board, effective 31 December.

Television TV Channels People
MIB to implement TRP committee recommendations and bring back news ratings soon: Anurag Thakur

The union minister of information and broadcasting Anurag Thakur has said that the I&B ministry will ensure that the recommendations in the TRP committee’s report are implemented swiftly and news channels ratings are brought back to give relief to news broadcasters.

Television TV Channels News Broadcasting
NDTV Convergence signs 10-year, Rs 750-crore deal with Taboola

Mumbai: NDTV Convergence has signed an exclusive 10-year deal with Taboola, a global leader in powering recommendations for the open web, helping people discover content they may like. The decade-long deal is based on mutually-determined projections, including growth in traffic, and cumulatively...

Television TV Channels News Broadcasting
ManoramaOnline unveils its Christmas 2021 campaign

Mumbai: Since 2018, Kerala has been violently tossed around by a spate of disasters, from cyclones and floods to the pandemic. But each time, Kerala has bounced back with renewed vigour. Festive seasons like Onam, Christmas, or Vishu have not been celebrated offline as they used to be, thanks to...

Television TV Channels Regional
Deloitte India associates with News Broadcasters Federation

News Broadcasters Federation (NBF) has partnered with Deloitte India to launch an integrated performance and rewards forum for the news broadcasting industry. This is the first-ever such association in the media domain.

Television TV Channels News Broadcasting
News18 Madhya Pradesh/Chhattisgarh launches 'Park Ki Peeda' campaign

Mumbai: Public parks are a key element in any urban landscape today and with changing lifestyles and increasing construction the importance of public parks has increased manifold. These are areas that create a sense of community besides being the green lungs for the local area. Given the...

Television TV Channels Regional
Mashal Sports announces schedule for PKL season eight

Mashal Sports has announced the schedule of the first half for Vivo Pro Kabaddi League season eight that will begin from 22 December at 7:30 p.m. The entire season will be conducted at the Sheraton Grand Bengaluru Whitefield Hotel and Convention Centre without spectators.

Television TV Channels Sports

Sign up for our Newsletter

subscribe for latest stories

* indicates required