New campaign diagnostics tool for Hindi entertainment channels

Showbuzz Ad-Vantage will help Hindi GECs in monitoring their launch campaigns

The media and entertainment research firm Ormax Media has launched a new product for Hindi general entertainment channels (GECs), Showbuzz Ad-vantage.

The tool, company says, will equip broadcasters with detailed diagnostics and recommendations for their new launches, in both fiction and non-fiction genres.

Based on weekly consumer research across 14 cities, the product will enable Hindi GECs in monitoring their launch campaigns and take corrective action, both on-air and off-air, towards maximising the launch viewership of new programs.

Anurag Bakhshi, Research Head–Television, Ormax Media, said, “In 2009, we had launched Showbuzz for awareness tracking of Hindi GEC launches. Showbuzz Ad-vantage is a natural but powerful product extension. While Showbuzz allows GECs to track the buzz around their new launches, Showbuzz Ad-vantage will take it one step further by highlighting the strengths and weaknesses of the campaigns, leading to sharp recommendations.”

Parameters tracked in Showbuzz Ad-vantage include genre comprehension, promo-wise reach and likeability, sources of awareness, program appeal, drivers & barriers, channel and day-date-time cut-through, among others.

Showbuzz Ad-vantage is available to Hindi GECs for subscription on a per-program as well as annual basis, the company said.