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The curious case of The Kashmir Files

The curious case of The Kashmir Files

Does the success of The Kashmir Files underline the changing audience taste in a post-pandemic Bollywood? Or is there more to it? This analysis decodes the film's box office performance

Now Streaming, at an app near you

Now Streaming, at an app near you

Theatrical films are one of the more inclusive content types for streamers in India. Which platforms have the strongest film libraries, with recent box office hits?

Beyond the 'good looks'

Beyond the 'good looks'

On the occasion of International Women's Day, this analysis examines if the emergence of streaming content has changed the portrayal of women characters vis-a-vis Bollywood

Report Card 2020-21: Streaming originals in India

Report Card 2020-21: Streaming originals in India

Based on Ormax Power Rating data on audience appreciation, here is a report card on how Hindi streaming originals fared over 2020 and 2021

Braving the Box Office blues

Braving the Box Office blues

The Ormax Box Office Report 2020-21 summarises the story of the Indian box office in the two tough, pandemic-affected years

Content Testing: An explainer

Content Testing: An explainer

In this explainer, we attempt to answer 14 questions we are frequently asked about Content Testing, a.k.a. Test Screenings or Focus Screenings

Marathi film industry: Tough times ahead...

Marathi film industry: Tough times ahead...

Four business challenges the Marathi film industry, which has struggled in the year leading up to the pandemic, must tackle to stay afloat

The need to ‘Bond’: Indian television’s unique calling card

The need to ‘Bond’: Indian television’s unique calling card

Out of the seven needs that drive television consumption in India, the need to 'Bond' with the family over a TV viewing session is a dominant need that makes television a formidable medium

Seven needs satisfied by TV viewing in India

Seven needs satisfied by TV viewing in India

An introduction to our audience analytics tool Ormax Televate, and the Seven Needs Model that's at the heart of it

Anatomy of the anthology: An audience perspective

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!

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

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?

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

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

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

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

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

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

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?

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

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