Ormax launches brand track tool for TV & radio

29 May,2012

By A Correspondent

 

The India n television and radio industries now have their own brand health & equity tool, called Ormax Brand Matrix (OBM).

 

Launched by Ormax Media, OBM is the first brand-tracking tool customized to address the needs of broadcasters (both television and radio) in India. The product design is based on a mix of qualitative and quantitative consumer research.

 

Speaking about OBM, Shailesh Kapoor, CEO, Ormax Media said: “There are various conventional models for brand health and equity measurement available in the research industry. However, none of these catered well to broadcaster requirements. Unlike FMCGs, television and radio consumption is very different. There is no monetary consideration, but there is time cost instead. Also, the viewer or listener consumes multiple brands everyday. The broadcasting industry deserves its own brand-tracking model. We are finally ready with OBM, after extensive research and testing over the last two years.” OBM is not only customized to television and radio, it also has custom-made variants for various television genres, such as GECs, movie channels, youth channels, kids, niche channels, and others.

 

Mr Kapoor added: “More than a research product, we have conceptualized OBM as a strategic framework. If used well, it can enable brands to take sound business decisions based on statistically robust and qualitatively layered consumer evidence.”

 

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One response to “Ormax launches brand track tool for TV & radio”

  1. Himanshu says:

    How is it different from Audience Measurement? Where does OBM and AM depart in similarity?

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