News Broadcasting
Ormax Media launches audience analytics tool for TV channels
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.”
News Broadcasting
Senior media executive Madhu Soman exits Zee Media
Former Reuters and Bloomberg leader says he leaves with “no regrets” after brief stint at WION and Zee Business
NOIDA: Madhu Soman, a veteran of global newsrooms and media sales floors, has stepped away from Zee Media Corporation after a short stint steering business strategy for WION and Zee Business.
In a reflective LinkedIn note marking his departure, Soman said his time within the network’s corridors was always likely to be brief. “Some chapters close faster than expected,” he wrote, signalling the end of a nearly two-year spell in which he oversaw both editorial partnerships and commercial strategy.
Soman joined Zee Media in 2022 after more than a decade abroad with Reuters and Bloomberg, returning to India to take on the role of chief business officer for WION and Zee Business. His mandate was ambitious: bridge the newsroom and the revenue desk while expanding digital and broadcast reach.
During the stint, Zee Business reached break-even for the first time since its launch in 2005, while WION refreshed programming and strengthened its digital footprint across platforms such as YouTube and Facebook.
But Soman suggested the cultural fit proved uneasy. Describing himself as a “cultural misfit”, he hinted at deeper tensions between editorial instincts shaped in global newsrooms and the realities of India’s television news ecosystem.
Before joining Zee, Soman spent more than seven years at Bloomberg in Hong Kong as head of broadcast sales for Asia-Pacific, expanding the company’s news syndication business across several markets. Earlier, he held senior editorial roles at Reuters, overseeing online strategy in India and managing Reuters Video Services from London.
His career began in television and wire reporting, including a stint with ANI during the 1999 Kargil conflict, before moving into digital publishing as India’s internet media landscape took shape.
Now, after nearly three decades in broadcast and digital media, Soman is leaving Delhi NCR and returning to his hometown, Trivandrum.
Exhausted, he admits. But unbowed. And with one quiet line that sums up the journey: he didn’t sell his soul — because some things, after all, are not for sale.
