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.?

MUMBAI: Paritosh Joshi, former chief executive of Star CJ, will associate with media research and consulting firm Ormax Media as a strategic advisor.

Joshi, who has worked in the corporate world for 27 years across FMCG marketing, commodity trading, perfumery and broadcasting, had recently stepped down.

In his advisory role, Joshi will engage with the research and business teams at Ormax Media across various aspects of their work.

Ormax Media CEO Shailesh Kapoor said, "I am delighted to announce that Paritosh has accepted our invitation to take up the role of strategic advisor at Ormax Media. With his experience in the media business, as well as his close involvement in several industry initiatives, he will bring a unique and fresh perspective to the table that will help us, and by implication, our valuable business partners community."

Speaking about his new role, Joshi said, "Ormax Media is doing some path-breaking work in developing new metrics altogether for television and film industries. I have a deep interest in audience measurement, and this engagement is another way of delving into this vast landscape even as I get to work alongside Shailesh and his team."

Ormax Media will be completing four years this July. The company now works with 81 media and entertainment brands in India, and owns 22 proprietary products and tools targeted at the media and entertainment industry.