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Ormax's product priority to focus on digital in 2012

By Raushni Bhagia , afaqs!, New Delhi | In Media | April 23, 2012
The extended digital analysis will primarily delve into two aspects - digitisation of the Indian television industry and the availability of film and TV content across the internet platform.

While 'digital' is consistently becoming the next-step game plan for one and all, not many know how to optimise and exploit the domain to generate - as they say - that positive, unswerving buzz. To fill this gap and exploit the market opportunity, Ormax Media, the consumer knowledge and consulting firm specialising in the entertainment business, has decided to extend focus on 'digital' analysis for most of its existing proprietary products (19 in all).

Shailesh Kapoor

The extended digital analysis will primarily delve into two aspects - digitisation of the Indian television industry and the availability of film and TV content across the internet platform.

Shailesh Kapoor, chief executive officer, Ormax Media, says, "Analysis of the digital platform will be a priority area under each of the existing arms. In times to come, the importance of digital in films and television will be different and we will try and equip the channels with options and ways to be prepared to use it."

Meanwhile, in a bid to up its revenue strength by the end of the fiscal year, Ormax will aggressively expand into the other regional markets such as West Bengal and Maharashtra, with a focus beyond the metros. For the record, Ormax already works across a few general entertainment channels in the South.

When one talks about regional markets, the general notion is that it is limited to the metros, for instance Kolkata in West Bengal or Hyderabad in Andhra Pradesh. "But, we want to move beyond that," says Kapoor. "The actual regional market starts in the villages. A few months down the line, we aim to establish our own teams and offices in these markets," he says.

Overall, television contributes approximately 60 per cent to the company's total revenue, while films bring in 20 per cent; another 10 per cent of the revenue is attracted through radio, while the rest can be attributed to its other existing products.

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