Who controls the remote? Ormax Media study released

11 Jan,2012

By A Correspondent


Ormax Media has released a report on understanding the remote control dynamics in single TV households inIndiacalled ‘And The Remote Goes To…’


This large scale syndicated study was conducted across 7 cities – Mumbai, Delhi, Ahmedabad, Indore, Lucknow, Jalandhar and Hyderabad – and with 5,547 regular prime time television viewers as respondents.


The study aimed to answer the question that has obsessed the television industry: “Who controls the remote at different times?” The report has captured the gender and the age profiling of the remote in-charge for different one-hour slots, from 7pm to 11pm, on both weekdays and weekends. It has also captured the differences in the profile of the remote in-charge by markets, SEC and family size.


Speaking about the study, Shailesh Kapoor, CEO, Ormax Media said: “One of the limitations of television ratings is that they don’t tell us who the decision maker is. Marketing is about talking to decision makers and influencers, not the actual consumers. In television, this reality is even more pertinent, given the nature of TV viewing inIndia– single TV households where the entire family watches TV together. In such a scenario, whom should you be talking to? A man or a woman or

both? The youth, the newly married, the middle-aged, or all of them? What is the best time and day to attract each of these segments? This study has answered several such relevant but under-rated questions.”


The report is available to broadcasters, media agencies and advertisers for a one-time subscription cost of Rs40,000. Mr Kapoor said: “This study was done to share useful data across the industry. Hence, we have priced it in a way that the entire television and media fraternity, including the smaller channels and advertisers, can use it for better understanding of their audiences.”


Ormax Media isIndia’s first and only research and consulting firm specializing in the media & entertainment industry. It is also the owner of 19 proprietary research products that are being used widely across the media industry. Setup in 2008 by Vispy Doctor and Shailesh Kapoor, the company partners with 81 leading media brands, including Star India, Viacom 18, Multi Screen Media, Zee Network, Viacom 18, Times Television, Disney, Yash Raj Films, Group M, Radio City, Eros and many others.


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