MAM
Ormax Media launches Ormax Brand Matrix for viewership maximisation
MUMBAI: Media insights firm Ormax Media announced the launch of Ormax Brand Matrix (OBM), a viewership maximisation tool. Broadcasters across categories can utilise OBM to identify a focused plan to increase viewership by upto 20 per cent within six months as the firm claims.
The tool has been created using Ormax Media’s expertise in the area of television insights, built over more than five years, with an experience of working across 55 television channels in India.
Ormax Media CEO Shailesh Kapoor elaborated: “Channels make huge investments, both in terms of time and money, to increase their viewership. But it is well known how difficult getting new viewers, or more time-spent from existing viewers, can be. Traditionally, viewers have been segmented by age, gender, markets, SEC and intensity of viewing, such as heavy and light viewers. In Ormax Brand Matrix, we have turned the idea of viewer segmentation on its head, and used a radically different approach – one that’s simple, intuitive and effective in equal measure.”
Ormax Brand Matrix uses a mix of quantitative and qualitative research to recommend a viewership maximisation blueprint to channels using the product. But Kapoor believes the real power of OBM lies in its construct, adding: “Brand research can be very high on good-to-know value but poor on actionability. While developing OBM, we were very conscious that the tool had to be completely action-oriented, with only one goal – viewership maximisation. If an information need or data point is not going to help a channel increase their viewership, it’s not a part of OBM.”
National and regional channels across categories can commission an OBM project, which has been custom-made for GECs, movies, news, music, infotainment, lifestyle, kids, youth, etc. Four channels as per Ormax are already using Ormax Brand Matrix, in less than a month since the product has been ready after two years of extensive research.
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
