Advertisement


Advertisement

Thread Rating:
  • 6 Vote(s) - 2.67 Average
  • 1
  • 2
  • 3
  • 4
  • 5
What's On India partners with Ormax Media
Advertisement
#1
TV Guidance channel What's On India has partnered with Ormax Media to help broadcasters plan their promos effectively on the channel. It will be a learning initiative through which Ormax Media will provide broadcasters promotional strategies for their channels to ensure effective delivery of eyeballs.

What's On India was launched last month and informs viewers of the programmes playing on channels at that moment, as well as the ones coming up. Ormax Media will act as an advisor to broadcasters converting the brief into a strategic plan.

Advertisement
Internationally, a TV guidance channel is used by broadcasters to disseminate a host of messages to TV viewers to promote their channels and programmes. Atul Phadnis, chief executive officer, What's On India, says, "A TV guidance channel is a very different medium compared to others, being used by television channels including outdoor, print and conventional television. In India, Ormax Media will take on the role to enable broadcasters to use our channel better." What's On India has also licensed certain templates and planning tools from its TV guidance partners across the world.

Shailesh Kapoor, director, Ormax Media says that while the ultimate objective is to deliver eyeballs, a channel like this needs to be treated differently. "The channel demands that it be used differently in a TV network's marketing and promotional plans. This difference will be in the aspects of promo planning, campaign period, types of innovations, day and day-part scheduling and interactivity."

This will benefit TV channels as not much of their channel's inventory can be utilised for promotions of their own shows. The promos will be designed to cater to the specific need of the broadcaster. For instance, there could be promos for a new launch to create sampling, promos for contests, reminder promos and promos for specific target audience, based on parameters such as market situation, competition and awareness.

"We will also look at going beyond promos by creating interstitials and innovations and add salience to what they are doing on their own channels," Kapoor adds. Ormax will gauge the effectiveness of the promos and make amends accordingly. For this, Ormax will work with both What's On India and the broadcasters' marketing teams.

Ormax Media is a consumer knowledge and consulting firm launched by Shailesh Kapoor and Vispy Doctor. Its area of work spans across television, radio, films and other entertainment categories such as direct to home (DTH) TV, home video brands, retail outlets and multiplexes.
afaqs!
Reply
Thanks given by:
Advertisement
Advertisement




Possibly Related Threads...
Thread Author Replies Views Last Post
  General News: Govt put restrictions on import of colour TVs in India nairrk 0 391 08-01-2020, 07:42 AM
Last Post: nairrk
  General News: Star India defers launch of five channels nairrk 0 497 04-11-2020, 06:55 PM
Last Post: nairrk
  Update: Discovery India launches streaming service priced at Rs 299 per annum nairrk 0 403 03-17-2020, 12:34 PM
Last Post: nairrk
  General News: Reliance to consolidate media, distribution biz by merging TV18, DEN, Hathway... nairrk 0 366 02-18-2020, 02:19 PM
Last Post: nairrk
  General News: Pen India plans to launch six more TV channels in 2020 nairrk 0 429 12-04-2019, 01:20 PM
Last Post: nairrk
  General News: Vh1 India, Colors Infinity to air round 16 of Carabao Cup nairrk 0 355 10-30-2019, 11:05 AM
Last Post: nairrk
  General News: Star India to launch animated series based on Virat Kohli starting 5 Nov nairrk 0 391 10-30-2019, 11:00 AM
Last Post: nairrk
  General News: Pen India subsidiary receives three TV channel licences from MIB nairrk 0 331 10-30-2019, 10:57 AM
Last Post: nairrk
  General News: ZEEL partners with WFI to launch Zee Kushti Dangal nairrk 0 281 09-24-2019, 11:49 AM
Last Post: nairrk
  General News: DD India will soon be visible all over the world: Prakash Javadekar nairrk 0 317 09-17-2019, 02:20 PM
Last Post: nairrk

Forum Jump:


Users browsing this thread: 1 Guest(s)
Advertisement