Ormax Media launches OWA; Forecast model for Hindi GEC launch viewership

Media insights firm Ormax Media announced the launch of OWA, India’s first scientific launch viewership forecasting model for Hindi GECs. OWA stands for Opening Week Average. The model forecasts the opening week average viewership of all weekday launches across six Hindi GECs (Star Plus, Zee TV, Colors, Sony, SAB & Life OK) from two weeks before launch till the week of launch.

The OWA model takes into account a series of input parameters. These include inputs from Ormax Media’s Hindi GEC awareness tracking tool Ormax Showbuzz, which tracks the performance of new Hindi GEC launches for more than four years now. Ormax Showbuzz covers 14 cities across India, with an annual sample size of over 42,000 Hindi GEC viewers. Other OWA model inputs include slot competition, audience profile and channel equity, on which normative data has been built by Ormax Media over the last five years.

Speaking about OWA, Shailesh Kapoor, CEO – Ormax Media said: “The forecast will be available upto two weeks before launch, giving the broadcasters enough time to take corrective action in their creative and media strategies. The forecast model that has self-learning built into it, guaranteeing progressively better results with time.”