Ormax Media launches TV awareness score Showbuzz
07 Apr 2009
Ormax Media has announced the launch of its new product - Showbuzz - that will measure programme awareness of new television shows in India on a weekly basis. It intends to plug a huge information gap in the Indian television industry by introducing the concept of awareness scores for programmes.
Ormax Media helps the entertainment industry to improve its product success rate.
This weekly tool will track unaided (top-of-mind) and total recall for up to 20 new programmes, that are scheduled for launch or have recently launched, across channels. The tracks will be conducted in five markets (Mumbai, Delhi, Ahmedabad, Lucknow and Indore) to begin with. New markets will be added in due course. The weekly findings will be released to the subscribers every Monday.
''Across all consumer products, brand and ad recall is a key marketing variable that is tracked periodically," says Vispy Doctor, director, Ormax Media.
Doctor explains, "Showbuzz will enable the television industry to take corrective action during the course of its campaigns by arming them with information hitherto not available. For example, which markets or audience segments are not responding to the campaign. Or, where does my show stand vis-à-vis another competitive launch slated for the same day.''
Underlining the need for a product like Showbuzz in the television industry, Shailesh Kapoor, director, Ormax Media, said, ''Across our television work, we have observed that till the first TAM ratings come, the channels have very little indication of what's the buzz around their new programme.
Hence, the first ratings are often a rude shock, or sometimes, a welcome surprise. Even advertisers invest in new shows purely on instinct. All because so far, there was no information available that could predict the fate of a show before its launch.''
Showbuzz is the second proprietary product launched by Ormax Media, after the launch of its new programme testing and benchmarking tool, True Value, earlier this year .
