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Ormax Media rolls out youth audience awareness tracking tool

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | June 09, 2011
Titled YoBuzz!, the tool will track unaided and total awareness for upcoming and recently launched reality shows across youth channels, as well as Hindi GECs.

Consumer knowledge firm Ormax Media has launched YoBuzz!, a weekly tracking tool, to measure the awareness of upcoming reality shows amongst youth channel audiences.

YoBuzz! will track unaided and total awareness for upcoming and recently launched reality shows across youth channels such as MTV, Channel [V] and UTV Bindass, as well as Hindi GECs (general entertainment channels) such as Star Plus, Colors, Zee TV, Sony and Imagine TV.

Speaking about YoBuzz!, Shailesh Kapoor, chief executive officer and co-founder, Ormax Media, says, "For more than two years now, Hindi GECs have been using our GEC awareness tracking product, Showbuzz, for key marketing decisions in the pre-launch phase of new fiction and non-fiction shows. YoBuzz! is an extension of the same idea. We will track the specific audience segment -- viewers of youth channels."

YoBuzz! data will track the performance of launch campaigns of new reality shows, and will make an attempt to take corrective action in the areas of creative and media strategy.

"While it is primarily designed for the youth channels, even the GECs will find it useful to track their big ticket reality shows such as Bigg Boss and Kaun Banega Crorepati amongst the core audiences of the youth genre," says Kapoor.

The track will be conducted every week in four cities -- Mumbai, Delhi, Lucknow and Bhopal. The study will track the core audience segment of youth channels, which is 15-24 year-olds, in SEC A and B.

Ormax Media's services include quantitative and qualitative research. The company's partners include Indian Broadcasting Foundation, STAR India, Colors, Zee Network, Imagine, Sony, Times Now, SAB, Max, PIX, UTV, Zoom, FoodFood, Astro, Big Broadcasting, Nickelodeon, Disney, Cartoon Network, the NDTV Group, DNA, the Sakal Group, Yash Raj Films, Fox Star Studios, Viacom18 Motion Pictures, OTX Hollywood, Mindshare, Maxus, Lintas Media Group, Hungama, Zapak, Radio City, Radio Mirchi, Red FM, My FM, and Tata Sky.

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