Ormax Media, the consumer knowledge and consulting firm for the media and entertainment industry, was launched jointly by Vispy Doctor, the managing director of Ormax Consultants, a specialist in qualitative research, and former Filmy business head Shailesh Kapoor in July 2008. The company has expanded across categories like television, radio, films, and media agencies. It has launched various tools, which can predict the future of a show or a film. The expansion plan includes doing research in the news and South Indian market. The aim is to establish Ormax Media as the currency tool for media research. In an interview with Indiatelevision.com‘s Gaurav Laghate, Kapoor sheds light on the research needs in the media and entertainment industry and Ormax Media‘s drive to plug the gaps. Excerpts: |
You have worked with companies like Sony, Zee, Zoom and Filmy in roles across marketing, content and business strategy. So what led to Ormax Media? The exciting part is that we are working on multiple categories - like GECs (general entertainment channels), niche channels, movies, radio and digital. So there is a wide variety that makes the learning experience far more dynamic than it would have been in a traditional media role. |
What the company has achieved in these two years? We started with TV. It was for two reasons - a far more organised industry in the M&E sector and also because of size. In 2009 we started with GECs, then moved on to niche channels and radio. During this time, we also started creating specific products. |
How did you identify the need for the product offerings? |
You said you are in expansion mode. What all categories are you looking at? |
How has the film industry responded so far? |
What are the challenges you have been facing for getting clients? |
Apart from films, what are the other areas you will be focusing on now? |
What opportunities do you see in the southern regional market? |
And what are your plans for the news industry? News is also a big category in terms of revenue. It is a category where the advertiser buying is often based on decisions based not directly on the function of the ratings. Particularly English news channels where many different parameters come into play. |
All your tools basically try to asses and predict the future - cinematix or showbuzz? Research is not just looking at today and giving feedback at what people are liking or not liking. I think the more important area, where a lot of our energies are focused on, is to predict the future. |
So what all services you offer to clients? These products are most cost effective for all as they are common to the industry. Multiple people are subscribing and paying for it . It cannot be affordable for someone wanting to do it alone. Second is commissioned research, which could be qualitative or quantitative research. These are need based research. We also do consulting work, which is specifically beyond consumer research and is more advisory in nature. But it is not our main area of work. We are primarily a consumer understanding firm. |
How much market share are you looking at acquiring in future? |
If some other similar company starts working on the same lines, what will be your plan of action?
See, eventually, in a category like this, one becomes currency. We have seen that in case of Tam. The second player to come will have a disadvantage. It is difficult to say at this stage who will become currency, but my sense is that till the time other players will come, we will be established as the industry currency. We are moving in the right direction. |
switch
switch
switch