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Anatomy of the anthology: An audience perspective
While streaming platforms seem bullish on anthologies in India, this analysis suggests the format holds little content or marketing value for the audience
Back to the theatres... and a potential audience of 146 million!
Ormax Media's pre-pandemic report Sizing The Cinema pegged India's pre-pandemic theatrical audience universe at 146 million. Here's a recap of what the Indian theatrical market looks like.
Never let bad tech come in the way of a good story
A study of Indian streaming audience challenges conventional thinking that content reigns supreme, by highlighting how crucial the technological prowess of a streaming platform can be
By paid membership only?
Findings of The Ormax OTT Audience Report: 2021 highlight the distinction between paying and non-paying audiences of SVOD content in India
Ormax PM & CM Approval Ratings: An explainer
The article answers a list of frequently-asked questions about our Prime Minister and Chief Minister Approval Ratings products
Direct-to-OTT: The alternative ‘box office’ economics
A report on how much box office did the Hindi film industry lose because of theatres being shut during the pandemic, and how does this loss stack up against the revenue earned from streaming rights
Celebrity endorsements: The right choice
New tool Ormax Celeble helps brands select a celebrity endorser who fits their desired personality the best
The politics of news
Do news consumers care whether their most-loved news brands are politically neutral or not? Findings of this research among Hindi news viewers can surprise you
Too long a tail: The snag in India’s OTT growth story?
An analysis of streaming originals launched in India since 2020 reveals that the strike rate has been poor so far. The author analyses implications of the findings on the category
Malayalam cinema: Not the usual South Side Story
An analysis of 200 films across the four South Indian languages illustrates how different Malayalam cinema is from the other three industries
Collectively speaking: The secret formula behind Hindi GEC hits
An analysis of 1,400 scenes unearths a crucial difference in episodic screenplays of hit vs. flop Hindi GEC fiction shows
Programmatic advertising: The future of OOH in India
The digital OOH medium in India has huge potential to grow on the strength of technology-enabled programmatic advertising and measurement
Fact or fake: A reality check on Indian news
Second edition of our 'Fact or Fake?' report suggests that concerns around fake news have escalated in India. The author looks at the findings and their implications for Indian news media
A not-so-remote possibility
In just eight years, the gender equation around the control over the TV remote in urban India has seen a dramatic shift
Taarak Mehta Ka Ooltah Chashmah: Turning crisis into opportunity
Despite filming restrictions, and on-air absence of lead character Jethalal for two weeks, the show strengthened its viewership in May 2021 because of effective content innovation
Ala Vaikunthapurramloo: Decoding a blockbuster's success
A look at six factors that were pivotal to the film’s extraordinary box-office run
The character factor: From enduring hits to instant hits
An analysis of 53 top-performing characters over the last 12 years reveals that the lifespan of popular Hindi GEC characters has seen a significant drop
Show me the buzz: Awareness concerns for Hindi GECs
2013 and 2016 saw dramatic drop in average Unaided Awareness (UA) levels of top Hindi GEC shows in their week of launch, highlighting a larger category concern
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