MUMBAI: Ormax Consultants managing director Vispy Doctor along with Filmy ex-business head Shailesh Kapoor have launched a new venture called Ormax Media.

The consumer knowledge and consulting firm will specialize in the entertainment business, where it will work with clients across films, television, radio and other entertainment categories to empower them with consumer inputs and strategic directions to achieve better return on their investments in a competitive marketplace.

Doctor said, “Entertainment is a growing industry, in which knowing the consumer better will be the key to success in a fiercely competitive environment. Our services will be designed to enrich our clients with inputs that can be instrumental in creating success stories out of their products.”

Kapoor added, “We believe that by spending a near negligible percentage of their content and marketing budget on consumer knowledge, entertainment brands can deploy their resources a lot more effectively.”

Ormax Media will offer a gamut of services, including qualitative research (image and perception studies, concept and pilot testing, name and ad testing) and consulting across the areas of viewership/ listenership analysis, marketing and programming strategy, and business planning.