iWorld
Ormax launches sports tracker to measure marketing punch
MUMBAI: Ormax Media has unveiled Ormax Sports Track, a syndicated research tool that measures how well sports tournaments perform among India’s digital audience. The Mumbai-based media research firm already tracks theatrical films, streaming originals and television launches—now it is turning its attention to the lucrative world of sports content.
The timing is shrewd. Streaming platforms are splashing serious cash on sports rights, treating them as tentpole content to drive subscriptions and advertising revenue. With 678.2m sports fans in India, the prize is substantial. At any given moment, 25-30 sports properties are either live or preparing to launch across various over-the-top (OTT) platforms, spanning cricket, football, kabaddi, tennis and wrestling.
Ormax Sports Track measures four key parameters on a 0-100 scale. “Buzz” captures unaided recall—how many viewers spontaneously remember a tournament when asked about current or upcoming sports events. “Reach” tracks aided awareness—the percentage who recognise a tournament’s name when prompted. “Appeal” measures definite viewing intent among those aware of the property. “Potency” gauges how many would subscribe to a paid platform specifically to watch the tournament.
The tool is powered by weekly online surveys of 600-plus regular OTT sports viewers. The sample mirrors demographics from Ormax’s Sports Audience Report 2024, split equally between metros (Mumbai, Delhi NCR, southern metros and Kolkata) and non-metros (west-central, north and south regions).
Subscribers receive reports twice weekly: a mid-week update every Tuesday and an end-of-week summary every Friday, complete with target group trends for properties on their platforms. Each tournament is tracked from launch announcement through to the final whistle.
For sports marketers and streaming executives, the service promises to decode which campaigns cut through the noise in India’s crowded digital sports arena. With millions riding on rights deals, knowing what resonates with audiences could prove invaluable.
iWorld
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
