The company has observed that 14 Indian documentaries have been released on major streaming platforms in India since the beginning of 2022. Furthermore, there is a rising trend of Indian audiences showing interest in international documentaries, indicating a growing popularity of the genre in the Indian market.
The upgrade has identified nine essential factors that drive audience engagement for documentaries among Indian viewers. These factors include knowledge, credibility, authenticity, theme relevance, theme uniqueness, suspenseful narrative, surprise and amazement, emotional impact, and inspiration.
Similar to all content testing done by Ormax Media in the domains of streaming, theatrical releases, and television, the company provides the Ormax Power Rating (OPR), which is a number on a 0-100 scale. This rating serves as a reliable predictor of the level of audience engagement that can be expected when the tested content is finally released.
Ormax Media utilizes various testing tools, including Ormax Stream Test, Ormax Moviescope, Ormax First Draft, and Ormax True Value. These tools employ an advanced analytics system that assigns weightages to different driving factors. By combining these weightages with primary research data collected from the audience, the tools accurately calculate the OPR.
Addressing the need for this upgrade, Keerat Grewal, Head of Business Development (Streaming, TV, and Brands) at Ormax Media, stated, “We constantly strive to upgrade our tools to cater to the evolving market demands. Given the increased interest in documentaries in India since the pandemic, we anticipate a higher demand for this genre in the coming years. By utilizing our analysis and testing using the newly identified driving factors, we aim to assist platforms in making informed content and marketing decisions in the documentary genre.”
Mitesh Thakkar, Head of Content & Campaign Testing at Ormax Media, also commented on the company’s content testing work. He said, “Over the past 15 years, we have tested 925 properties spanning streaming, theatrical releases, and television, at both script and video stages. The Indian audience is continually evolving, particularly in the post-pandemic world, and their expectations from new content are changing. Content testing follows an audience-first approach that enables platforms, studios, channels, and producers to incorporate audience feedback in order to deliver engaging and profitable content. With this upgrade in the documentary genre, we now possess the ability to test content across various genres, including fiction series (limited and unlimited), films, non-fiction (reality shows), non-fiction (documentaries), and animation.”
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Basant Kasayap is an entertainment aficionado who delves into the glitz and glamour of the entertainment industry. From Hollywood to Bollywood to regional cinema, she offers readers an insider’s perspective on the world of movies, music, and pop culture.
