Production houses to take the 'Omnibus' ride with Ormax

By Anindita Sarkar , afaqs!, Mumbai | In Media Publishing | September 07, 2011
Ormax is getting aggressive to up its revenue strength in the next six months. Its next targets are news and South GECs, which will be added to its client basket.

Production houses today are consistently vying for market feedback to feed the need to craft that 'right' content game that will finally induce longevity into the ever-fickle television audience attention grid. However, unlike broadcasters, production houses may not be able to afford on-going, large-scale consumer research for all their properties.

Therefore, taking the cue from this ever-existing plight of production houses, along with the needful market opportunity within this gap, Ormax Media has launched Television Omnibus.

With this latest offering, Ormax Media intends to address the consumer research needs of production houses in a cost-effective manner. Research under Television Omnibus will be conducted across the country, using 'focus group discussions' and 'depth interviews'. While production houses will have to subscribe to the product, each will have access to the findings of only its own programmes.

Additionally, production houses can also use Television Omnibus to test new programme concepts, as well as understand consumer trends such as weekend programming, mythological shows, youth channels and emerging trends.

Speaking about Television Omnibus, Shailesh Kapoor, chief executive officer, Ormax Media, says, "Today, many production houses are research-savvy. They have the ability to appreciate consumer feedback on their programmes, as well as act upon it. However, they may not be able to afford continuous large-scale consumer research for all their properties. Television Omnibus is a product that will address their needs in a timely and cost-effective manner."

Television Omnibus will help production houses pre-empt any drop in ratings of their programmes by being in constant touch with their consumers. "Three production houses have already signed up with us, and we expect another three-four to be on board in the next two months," Kapoor says.

Meanwhile, in a bid to up its revenue strength by the end of the fiscal year, Ormax will now aggressively target news and South GECs as the subsequent categories to add to its client basket for the next six months.

The company is currently in talks with various broadcasters and advertisers from these two categories and is presently designing new tools to launch into these respective markets.

As of now, Ormax provides research and consulting services to various Hindi GECs, Hindi movie channels, Marathi GECs and kids' channels.

"News and South GECs are big categories in terms of both revenue and ratings, after all. The GECs are anyway our core strength, with the Hindi GECs contributing approximately 30 per cent to our business. The South GECs will be our next target," informs Kapoor.

The company will set up offices in Delhi and Chennai in the next six months.

Ormax expects news to contribute about 7-8 per cent to the company's topline by 2012-end, while regional, including South, will contribute approximately 15 per cent.

"We are in various stages of discussions with several Hindi and English news channels, as well as South players, both in television and films. Films already contribute 10 per cent to our overall revenue, and that should grow further," says Kapoor.

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