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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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

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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

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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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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

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