What's On India partners with Ormax Media

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | January 12, 2010
The partnership is to enable broadcasters to use the TV guidance channel efficiently

TV Guidance channel What's On India has partnered with Ormax Media to help broadcasters plan their promos effectively on the channel. It will be a learning initiative through which Ormax Media will provide broadcasters promotional strategies for their channels to ensure effective delivery of eyeballs.

What's On India was launched last month and informs viewers of the programmes playing on channels at that moment, as well as the ones coming up. Ormax Media will act as an advisor to broadcasters converting the brief into a strategic plan.

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Internationally, a TV guidance channel is used by broadcasters to disseminate a host of messages to TV viewers to promote their channels and programmes. Atul Phadnis, chief executive officer, What's On India, says, "A TV guidance channel is a very different medium compared to others, being used by television channels including outdoor, print and conventional television. In India, Ormax Media will take on the role to enable broadcasters to use our channel better." What's On India has also licensed certain templates and planning tools from its TV guidance partners across the world.

Shailesh Kapoor, director, Ormax Media says that while the ultimate objective is to deliver eyeballs, a channel like this needs to be treated differently. "The channel demands that it be used differently in a TV network's marketing and promotional plans. This difference will be in the aspects of promo planning, campaign period, types of innovations, day and day-part scheduling and interactivity."

This will benefit TV channels as not much of their channel's inventory can be utilised for promotions of their own shows. The promos will be designed to cater to the specific need of the broadcaster. For instance, there could be promos for a new launch to create sampling, promos for contests, reminder promos and promos for specific target audience, based on parameters such as market situation, competition and awareness.

"We will also look at going beyond promos by creating interstitials and innovations and add salience to what they are doing on their own channels," Kapoor adds. Ormax will gauge the effectiveness of the promos and make amends accordingly. For this, Ormax will work with both What's On India and the broadcasters' marketing teams.

Ormax Media is a consumer knowledge and consulting firm launched by Shailesh Kapoor and Vispy Doctor. Its area of work spans across television, radio, films and other entertainment categories such as direct to home (DTH) TV, home video brands, retail outlets and multiplexes.