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
Disney forms international content group, Rebecca Campbell to lead

Mumbai: The Walt Disney Company is creating a new hub for international content under the direction of international content and operations chairman Rebecca Campbell. The company is also making several key executive appointments to its media and entertainment distribution segment under the...

Television TV Channels Kids
iTV Network appoints RK Arora as group CFO

Mumbai: iTV Network has announced the appointment of RK Arora as group chief financial officer (CFO). In this role, he will report to the network’s board.  A chartered accountant by profession, Arora has formidable experience in finance, distribution, overall operations and formulating strategies...

Television TV Channels People
Viacom18 to launch its first NFT marketplace Fully Faltoo

Mumbai: Viacom18’s youth, music and English entertainment (YME) cluster is all geared up to set its foot in the rapidly growing digital space of non-fungible tokens (NFTs) with the announcement of The NFT marketplace, set up by - a pioneer and innovator of NFT...

Television TV Channels GECs
After edtech & fintech, now is time for media-tech: Anuj Gandhi at VBS 2022

Mumbai: After the edtech and fintech, it’s time for India to now witness the rise of media-tech, said M&E consultant and industry veteran Anuj Gandhi while decoding the post-pandemic future of the industry at the 18th edition of the Video & Broadband Summit 2022 (VBS) organised by...

Television TV Channels News Broadcasting
DD Free Dish emerged as enabler of competitiveness in M&E industry: Prasar Bharati CEO

Mumbai: With a presence in over 40 million households, DD Free Dish has emerged as an enabler of competitiveness in the media and entertainment industry, said Prasar Bharati CEO Shashi Shekhar Vempati on Wednesday, highlighting the stupendous growth recorded by the platform in recent years. Vempati...

Television TV Channels News Broadcasting
OTMC brings popular K-drama 'Save Me 2' to India

Content production and distribution hub One Take Media Co (OTMC) continues to be the leader in Korean drama (K-drama) series acquisition in India as it announces to bring the popular K-drama "Save Me 2" to Indian audiences.

Television TV Shows Drama Series
Den Networks posts consolidated revenues of Rs 294 cr in Q3 FY22

Den Networks has released its financial results for the third quarter of FY 2022. The company reported consolidated revenue of Rs 294 crore and consolidated EBITDA of Rs 50 crore.

Television TV Channels Terrestrial
Network18’s revenue up by 16.5% YoY at Rs 1657 cr in Q3 FY22

Mumbai: Network18 Media and Investments on Tuesday announced the third-quarter results for FY 2022. The media company reported its highest ever EBITDA at Rs 373 crore with margins of 22.5 per cent. It reported the highest ever quarterly revenue of Rs 1657 crore up by 16.5 per cent year-on-year....

Television TV Channels News Broadcasting
Zeel's sales director Ankit Anthwal moves on

Mumbai: Zee Entertainment Enterprises Ltd's (Zeel) director of sales Ankit Anthwal has announced his decision to move on from the company after a six-year stint. 

Television TV Channels People

Sign up for our Newsletter

subscribe for latest stories

* indicates required