MUMBAI: There is no dearth of creativity in the country and to give a new meaning to how content is generated, Colosceum Media and Ormax Media, have come together to introduce consumer-created fiction shows for the Indian television industry.
Consumer research was conducted over the last six months across more than 15 cities in India to generate original stories and then tested using Ormax True Value, an industry standard that has been used on more than 250 television shows across more than 20 channels since 2008. Together, the two companies will approach leading broadcasters with shows that have tested exceptionally well, with more than 85 per cent probability of success.
Speaking about the deal, Colosceum Media CEO Lalit Sharma said, “Ormax has used very advanced consumer research techniques to generate original stories for daily fiction shows for Hindi GECs. These concepts are stories that have been both created and validated with the consumers. A story may have originated in Indore, developed in Jalandhar and then fine-tuned by another set of consumers in Amravati. Currently, production houses make large investments in getting concept developed in-house. The broadcasters then make investments to judge their viability. By creating concepts that are sourced from consumers, we are creating a win-win situation for all stakeholders.”
Ormax Media founder and CEO Shailesh Kapoor said, “It’s been a long but fulfilling process of engaging with the actual consumers in story generation. Having produced shows like Roadies, Splitsvilla and MasterChef India, Colosceum are an established leader in the non-fiction space. We’re excited to partner them in their plans to establish a strong presence in the fiction space.”
Sharma added, “Having produced shows like Jai Shree Krishna, Bandhan, Shakuntala and Bani Ishq Da Kalma in partnership with boutique creative outfits, we were keen on identifying a differentiated proposition for our next fiction offering. We couldn’t have asked for a better partner than Ormax, who are a leader in providing the industry with market insights for seven years now.”
“When we meet the broadcasters, we are not just going with a concept but a complete consumer package that has a potent combination of consumer insights, fine storytelling and a very capable creative and producing team.” Kapoor stated.
Tulsea Pictures conceived this partnership and brought both Colosceum and Ormax together.
“We believe this partnership will be disruptive and will bring the much need diversification in the themes of shows running on prime time. The business model created by this partnership is very unique and there is no global precedence that we are aware of. It’s content of the consumer, by the consumer, for the consumer,” said Tulsea Datta Dave. “It’s very exciting to bring Colosceum and Ormax together. They are leaders in their respective fields and this innovative partnership has potential implications for the global entertainment industry.”
