It has been our endeavour to marry technology and consumer insights for the media & entertainment industry in India, and our recent product launch, Ormax Xpressive, powered by RealEyes, is a significant step in this direction.
Unlike conventional content research that relies on asking consumers a set of questions (using questionnaires or focus groups), Ormax Xpressive uses automated facial coding technology provided by the Europe-based firm RealEyes, to convert the consumer’s actual behaviour while watching the content, as captured through their facial expressions, into emotions. So, now we can actually know which specific shots in an ad or an episode or a scene triggered which emotions.
To demonstrate the product to the media & entertainment industry, we conducted a live test with senior industry professionals at our sixth anniversary party on June 25, 2014. The theatrical trailer of Salman Khan-starrer Kick was used as the test content. Here’s a snapshot of the results: Continue reading
Those who attend movie trial shows would relate to the predicament I’m about to share. Have you seen a movie at a trial, sat tortuously through it wondering what they were thinking when they were making it, and then faced with with the question you would pay anything to avoid: “How did you like it?”
Seasoned industry folk have mastered the art of responding to such questions. They would tend to say all the good things first, and then point out the big issue as an appendage: “But I just felt that if you spend some time explaining the story, the film would work better.”
This infectious living-in-a-bubble-at-launch-time disease has fast passed onto the television industry as well. Whenever a new show goes on air, I try and sample it for a couple of episodes, purely out of a disciplined habit inculcated over more than a decade. 70-80 percent such experiences are excruciatingly boring. Mediocre writing and direction is rampant, and there’s only that odd show that stands out as being smartly made. Whenever I liked something new, I used to make it a point to call or message my friends at the relevant channel about how it made me feel. Silence meant ‘not liked’, not ‘haven’t watched yet’. Continue reading
The Top 50 Songs post from 2011 & 2012 have remained by far the most searched and most read report on this blog over the last two years. So here’s the 2013 version to continue the tradition.
Given below is the ranking of the Top 50 songs of 2013, based on data compiled from Ormax Media’s weekly music popularity charts Heartbeats. Note that songs only from the films that released in 2013 have been considered. Continue reading
Last week, @OrmaxMedia tweeted annual results of its star popularity tracking research called Ormax Stars India Loves (OSIL). As per the results, Akshay Kumar ranked as the third most popular male star in India, in 2013, behind Salman Khan and Shahrukh Khan. Katrina Kaif led the female stars list, well ahead of Deepika Padukone.
Every time OSIL results are tweeted, we get some standard questions in response. These examples capture their essence:
1. How can Katrina be no. 1 when Deepika has given four big hits this year?
2. Akshay Kumar at no. 3? All his films this year have flopped except Special 26.
3. Rani in the top 10! Are you kidding me? When did she last do a film?
4. Salman at no. 1 without any release in 2013? But Chennai Express and Dhoom 3 are the biggest grossers. Your survey is wrong.
Most of these questions (largely from fans and fan clubs) have a common and rather simplistic answer. Continue reading
You would normally not associate positive emotions with the word ‘noise’. It’s generally assumed and accepted that noise is bad. In context of television too, the media has propagated this notion for a while now. But there is very little real evidence to accept this belief. In fact, there is telling evidence to the contrary.
For many of us, the first association with noise on Indian television would be Arnab Goswami. His rival channels even start their bulletins (the 10pm news on NDTV, for example) with the line ‘where you get news, not noise’. Yet, the high viewership of Arnab’s show speaks for itself. In the noise and the cacophony lies a sense of power the viewer feels. When you see the privileged political class being put in the docks and spoken to like they are criminals (words like hypocrite and hooligan are routinely used by Arnab to describe his guests), you feel empowered by proxy. And that would be impossible without the noise. Continue reading
Posted in News, Television
“What is the one thing about this role that interested you so much that you applied for it?”
Over a decade now, having met more than a hundred ‘candidates’ (I prefer the expression ‘potential team members’, but it is a mouthful) for various positions, first in the television industry and now at Ormax Media, I have found this to be the one question that does half the job.
Many candidates speak about the company’s credentials in their answers, in which case, being a true researcher now, I reiterate the “you” in the question. After all, why would a company’s credentials interest you, unless there was something in it for you? Continue reading
The Dhoom 3 campaign is only a trailer old. The film is about five weeks away from release. No songs have been released. There’s nothing substantive on-air besides the trailer. The paid TV campaign has not started.
But Dhoom 3 is already HUGE. In bold and caps. Here are three facts from Ormax Cinematix to explain this better: Continue reading