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

Read ›

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

Read ›

Reel & real: The Southern mix

In South cinema, the lines between the real life of a star and his role on the screen tend to blur, with references that only those in the know can understand and appreciate

Read ›

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

Read ›

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

Read ›

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

Read ›

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

Read ›

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

Read ›

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

Read ›

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

Read ›

Quantifying gender disparity in Indian cinema

The first edition of the O Womaniya! report by Film Companion & Ormax Media reveals glaring statistics on gender disparity in Indian films

Read ›

Worth of the words

An analysis of the top 200 Hindi songs over the last decade reveals that there has been a resurgence of songs with meaningful lyrics

Read ›

In digital we trust: Urban Indian kids

Findings of Ormax Brand Trust Survey 2021 reveal that digital media brands have managed to earn the trust of urban Indian kids

Read ›

Women at work: Hindi cinema’s progressive shift

An analysis reveals how female lead characters in Hindi cinema have evolved from broad-stroke homemakers and love interests to those with more professional heft

Read ›

Is political ideology coloring our cinema choices?

Understanding the impact of audience’s political ideology on their choice and preference of Hindi films

Read ›

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

Read ›

How 'bright' is Hindi cinema's future?

Hindi film audience have become more receptive to dimly-lit frames, and to visual spaces that are not as bright and colorful as those in the 90s

Read ›

Ala Vaikunthapurramloo: Decoding a blockbuster's success

A look at six factors that were pivotal to the film’s extraordinary box-office run

Read ›

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

Read ›