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