Data to Drive Decision-Making: Ormax Media's Role in Shaping the Future of Entertainment
In an exclusive interview with Shailesh Kapoor, Founder and CEO of Ormax Media, a leading audience insights and image consulting firm, shines light on the crucial role of data in crafting impactful content for India's dynamic entertainment landscape. With over 1,000 content testing projects under its belt, Ormax Media has established itself as a pioneer in understanding the needs of audiences across cinema, OTT, and social media platforms.
Kapoor highlights that content testing is an indispensable tool in making informed decisions regarding greenlighting scripts, casting, post-production alterations, and marketing strategies. According to Kapoor, "content testing provides valuable insights on how to position and market a property to the target audience, maximizing returns on investment." This data-driven approach has proven instrumental in shaping the success or failure of numerous films, TV shows, and OTT series.
As the cinema industry recovers, Kapoor stresses that finding the right balance between cinema and OTT advertising is crucial. He observes that "the two mediums can co-exist and fuel each other," citing the success of Stree 2 as a prime example. Kapoor reiterates that content creators and marketers need to adapt their strategies in light of changing audience behavior, making informed decisions by considering trends and data.
The resurgence of in-cinema advertising is also being closely monitored by Ormax Media. Kapoor believes that high-quality audience profile data from cinemas will significantly boost advertising revenues in the theatrical medium.
Looking ahead, Kapoor emphasizes the importance of evolving data in creating content that resonates with diverse audiences. He highlights the significance of leveraging Ormax's research tools, such as Moviescope and Stream Test, to make an impact on the Indian entertainment landscape. With ambitious targets to test more content across regional languages, Ormax Media is poised to unlock new opportunities for creators and marketers alike.
Lastly, Kapoor underscores the need to factor social media trends into marketing strategies, acknowledging that platforms like Instagram are now pivotal in shaping audience engagement with cinema and TV programs. By tracking collective impact across multiple marketing channels, Ormax Media aims to provide more comprehensive insights for its clients.
As Shailesh Kapoor eloquently puts it, "data is driving decisions making, not only about creating content but also about the very survival of entertainment industries."