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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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