Ormax Media launches new version of TV content testing tool

MUMBAI: Ormax Media, the media research and consulting firm, has launched a new version of its television content testing tool ? True Value.

The new enhanced version of True Value will allow broadcasters to forecast the viewership of new launches. Since its launch in 2009, True Value has been used for content pre-testing. The tool has been used so far to test 146 programs across 19 channels.

The tool is available in three versions ? for GEC fiction (Hindi and Regional), for all types of non-fiction (GECs and niche channels) and for kids channel animation content.

True Value has two statistical tests built into its design ? Go or No Go (GONG) Test and Success Test. The GONG Test can be used to decide whether a program should be put on-air at all, while the Success Test can be used to predict if the program will fit the definition of ?success?, as defined in the context of the genre and the channel.

Ormax Media CEO Shailesh Kapoor said, ?The previous version of True Value was more directional in nature, while the revamped version is more action-oriented. Its ability to forecast the steady-state viewership of a program makes it extremely useful for taking business decisions in the area of content selection. The television industry has been very supportive of the product, and the new version has been designed to meet their needs even better.?