TERM PAPER OF FILM AND ANIMATION INDUSTRY
SUBMITTED TO: PALWINDAR KAUR FACULTY OF LIM SUBMITTED BY: ADISH JAIN ROLL NO.-B40 MBA 1st SEM SECTION-C REGD. NO.-10905517
BUSINESS ENVIRONMENT
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ACKNOWLEDGEMENT
It is a pleasure to express my thanks and gratitude to Ma’am, Palwindhar kaur, who has been very kind on me in completion of my Term-Paper. I could achieve this target only because of her kind and ever supporting guidance.
ADISH JAIN
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TABLE OF CONTENTS 1. INTRODUCTION
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2. FILM AND ANIMATION INDUSTRY IN INDIA
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3. MEANING OF PESTLE ANALYSIS
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4. POLITICAL ANALYSIS
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5. ECONOMICAL ANALYSIS
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6. SOCIAL ANALYSIS
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7. TECHNOLOGICAL ANALYSIS
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8. LEGAL ANALYSIS
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9. ENVIRONMENTAL ANALYSIS
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10. CONCLUSION
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11. BIBLIOGRAPHY
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INTRODUCTION The liberalization efforts by the Indian government have resulted in the emergenc gencee of nu num merou ouss sec sector tors, whi which off offer gre great possibilities for India’s development. One such recent sector is inte intera ract ctiv ivee medi mediaa and and anim animat atio ion, n, alon along g with with info inform rmat atio ion n and and communication communication technologies (ICTs). The animation and interactive media industry in India has been making headlines of late, not so much for its impact on the domestic market, but as a premier outsou outsourci rcing ng desti destinat nation ion for weste western rn anima animatio tion n compan companies ies.. This This paper examines the growth and development of the interactive media and animation industry in India. It discusses India’s position and and Indi India’ a’ss adva advant ntag ages es in the the glob global al anim animat atio ion n indu indust stry ry,, the the challenges that India faces in this industry, the path ahead, and opportunities for international collaboration in this sector. The global film and animation industry is expanding fast. The Animation Council of Philippines estimates that the revenues from animation industry worldwide have been growing annually at 20% to 30% over the past few years. According to India’s National Association of Software and Services Companies (NASSCOM), reve revenu nues es from from the the glob global al anim animat atio ion n indu indust stry ry will will amou amount nt to US$50-US$70 billion by end-2005. Today, animation products are increasingly used in films, TV programmes, commercials, games and online education. Following Walt Disney’s 1988 production Who Who Fram Framed ed Roge Rogerr Rabb Rabbit it,, worl worldw dwid idee inte intere rest st in anim animat atio ion n feat featur uree film filmss has has been been risi rising ng.. Four Four majo majorr anim animat atio ion n mov ovie iess released in 2004 collected record revenues. Children’s channels across the world have seen their numbers rising ever so rapidly in the last few years. Animation products also have applications in the the medi medica cal, l, arch archit itec ectu ture re,, and and lega legall fiel fields ds.1 .1 the the glob global al no nonnentertainment animation industry, including work in scientific and medical animation, now accounts for revenues worth $15 billion.
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FILM AND ANIMATION INDUSTRY IN INDIA The Animation Industry in India though a late starter, is considered as one of the fastest growing segments of the entertainment and media industry. The Animation Industry in India gained significance as an outsourced destination for animation work due to low cost, skilled labour as its many advantages. In the recent past Indian animation companies and animation studios have been moving up the value chain to create their own intellectual property rights with Hanuman, Roadside Romeo, etc. and partnering with international studios to produce animated properties for the global audience. Though a majority of the work done by the animation industry in India is outsourced work, this is expected to change in the future with increased demand from the domestic entertainment indu indust stry ry.. Th This is indu indust stry ry can can be cate catego gori rize zed d into into four four diff differ eren entt components: Entertainment, education, content development and multimedia/web multimedia/web design. The animation market in India is relatively new compared to some other Asian countries. But it is among the fast astest-g st-grrowi owing in the Ind ndia ian n ent entertain tainm ment sect sector or.. With ith appr approx oxim imat atel ely y 20 200 0 anim animat atio ion n stud studio ios, s, Indi Indiaa has has emer emerge ged d as a global outsourcing hub for animation technology services. The key driver driverss for for the anima animatio tion n indust industry ry are the incre increasi asing ng domest domestic ic dema demand nd for for anim animat atio ion n movi movies es and and the the incr increa ease se in anim animat atio ion n studios and training centers across the country.
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MEANING OF PESTLE ANALYSIS P-Political E-Economical S-Social T-Technological L-Legal E-Environmental •
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Political factors are how and to what degree a government inter interven venes es in the econom economy. y. Specif Specifica ically lly,, politi political cal factor factorss include areas such as tax policy, policy, labour law, law, environmental law,, trade restrictions, law restrictions, tariffs tariffs,, and political stability. Political fact factor orss may also also incl includ udee go good odss and and serv servic ices es whic which h the the government wants to provide or be provided (merit ( merit goods) goods) and those that the government does not want to be provided (dem demerit erit goods or merit merit bads). bads). Furtherm Furthermore, ore, governmen governments ts have great influence on the health health,, education education,, and infrastructure of a nation. growth, interest rates, rates, Economical factors include economic growth, exchange exch ange rate ratess and the infl inflatio ation n rate rate.. Th Thes esee fact factor orss have have major impacts on how businesses operate and make decisions. For example, interest rates affect a firm's cost of capital and therefore to what extent a business grows and expands. Exchange rates affect the costs of exporting goods and the supply and price of imported goods in an economy Social factors include the cultural aspects and include health cons consci ciou ousn snes ess, s, po popu pula lati tion on grow growth th rate rate,, age age dist distri ribu buti tion on,, caree careerr attitu attitudes des and empha emphasis sis on safety safety.. Trends Trends in social social factors affect the demand for a company's products and how that company operates. For example, an ageing population may impl imply y a smal smalle lerr and and less less-w -wil illi ling ng work workfo forc rcee (thu (thuss increasing the cost of labour). Furthermore, companies may
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chan change ge vari variou ouss mana manage geme ment nt stra strate tegi gies es to adap adaptt to thes thesee social trends (such as recruiting older workers). Technological factors include ecological and environmental aspe aspect cts, s, such such as R&D activity, automation automation,, tech techno nolo logy gy incentives and the rate of technological change. change. They can determine barr barrier ierss to ent entry ry,, minimum minimum efficient efficient productio production n leve levell and and infl influe uenc ncee outsourcing decisions decisions.. Furtherm Furthermore, ore, techno technolog logica icall shifts shifts can can affe affect ct costs, costs, qualit quality, y, and lead lead to innovation.. innovation factors include include discr discrimin iminatio ation n law law,, con consum sumer er la law w, Legal factors antitrust law, law, employment law, law, and health and safety law. law. These factors can affect how a company operates, its costs, and the demand for its products. Consumer protection laws are designed to ensure fair competition and the free flow of truth truthful ful inform informat ation ion in the marke marketpl tplace ace.. These These facto factors rs can can affect how a company operates, its costs, and the demand for its products. Environmental factors include weather, climate, and climate change,, whic change which h may espe especi cial ally ly affe affect ct indu indust stri ries es such such as tour touris ism, m, farm farmin ing, g, and and insu insura ranc nce. e. Furt Furthe herm rmor ore, e, grow growin ing g aware awarenes nesss to clim climate ate change change is affec affectin ting g how compan companies ies operate and the products they offer--it is both creating new markets and diminishing or destroying existing ones.
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1.POLITI 1. POLITICAL CAL ANALYSIS OF FILM AND ANIMATION INDUSTRY
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Government Support
Mr. Kapil Sibal, Minister of State for Science and Technology, identified animation industry as one of the important sector for Ind ndia ia’’s exp xpor ortt orie orient nted ed growt rowth. h.10 10 Howe owever ver, com compar pared to governments in other countries; efforts by the Indian government to encourage the sector have been very minimal. The government of South Korea funds animation ventures on a partnership basis.11 Bangladesh has a World Bank-funded support programme for the anim animat atio ion n indu indust stry ry.. In cont contra rast st,, ther theree have have no nott been been many any initiatives from the Indian government to promote the animation industry, at least till the past one year. The Indian government signed co-production treaty with France about 20 years ago and efforts are on to reactivate it. A treaty was signed with the Italian government, which in turn sent a delegation to Goa. Efforts are also on to sign similar agreements with Britain, Japan, Brazil, Canada, Netherlands and China. These treaties will lead to sharing of costs by partner nations and also the dispersion of technical know-how amongst the partner nations.
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New Government Initiatives
A 25-acre Special Export Zone (SEZ) is going to be constructed in the outskirts of Thiruvananthapuram exclusively for the animation indust industry ry.. The comme commerc rcee minis ministry try is said said to have have approv approved ed the creation of the SEZ within the Film and Video Park (FV Park) set up by the Kerala Industrial Infrastructure Development Corporati Corporation on near Thiruvana Thiruvananthap nthapuram uram.. The state state governme government nt is 8
said said to have have crea create ted d a 15 15,0 ,000 00 sq mete meters rs anim animat atio ion n faci facili lity ty to welcom welcomee anima animati tion on hou houses ses to create create their their bases. bases. The FV Park Park made a good start when the Chennai-based Prasad Labs has made it its base to process all Malayalam films for the next two years. Kerala has been making efforts at convergence in the areas of informati information on technology technology and cinema. cinema. The Animatio Animation n Productio Production n Associ Associati ation on of India India recen recently tly sugges suggested ted to the Inform Informati ation on and Broadcasting Ministry of India that all TV channels must ensure 10% reservation for local animated content. The government can further encourage investments and participation in this sector by providing tax benefits. It can provide grants to Indian animators for participation in international conference and for taking up training programs abroad.
2. ECONOMICAL ANALYSIS OF FILM AND ANIMATION INDUSTRY India’s attractiveness attractiveness as an animation hub lies in the presence of an English-sp English-speaki eaking ng workforc workforce, e, high-quali high-quality ty software software engineers engineers,, a large pool of creative talent, good studios and low costs. The cost of producing a 30-minute 3D animation programme in India is US$60,000 compared to US$250,000-400,000 in the United States and Canada. India has a cost advantage compared to the Philippines, which is another low cost producer of animations. The average monthly salary of an animation professional in India is US$600 compared to US$1,000-US$1,200 in the Philippines. The cost cost of ou outs tsou ourc rcin ing g on onee ho hour ur of anim animat atio ion n work work to Indi Indiaa is estimated to be 30% to 40% of the corresponding costs in leading animation centres in Korea, Taiwan and the Philippines. Indi India’ a’ss adva advant ntag ages es in low low cost costss have have been been expl exploi oite ted d by many many multinational firms and production studios. The advent of digital animation coincided with the liberalization of the Indian economy and India offered the benefits of lower production costs, strong 9
cre creati ative and techn echniical cal skil kills and and a lar large Eng ngllish ish spea peaking king population. This has led to the development of state of the art animation studios in several Indian cities, and these studios are collaborating with global entertainment entertainment companies.
FACTOR THAT AFFECTING THE ECONOMIC GROWTH OF FILM AND ANIMATION INDUSTRY •
Lack of Finance
Indian animation firms cannot match their western counterparts in financial strength. It is pointed out that state support in the form of tax tax ho holi lida days ys is cruc crucia iall for for succ succes esss in the the anim animat atio ion n bu busi sine ness ss.. Canada, for example, offers major incentives to its studios for developing animation products. However, financial institutions in Indi Indiaa have have no nott been been much much fort forthc hcom omin ing g in fund fundin ing g proj projec ects ts in animation and interactive media. The long gestation period before fruition of projects discourages potential investors. This can be a major hurdle, and it has, in fact, led to the stoppage of a few pro produ duct ctio ion n vent ventur ures es.. For For exam exampl ple, e, Jado Jadoow owor orks ks had had to stop stop productio production n of animated animated epic of Krishna Krishna due to technical problems and lack of funding. The firm was supposedly on the verge of 10
bankruptcy and this has led to the retrenchment of about 250 workers.7 Interestingly, Jadooworks is the same firm which drew appreciation from Thomas Friedman in an article in February 2004 for employing traditional artistes and transforming their skills to computerised digital painting – he was arguing that globalisation can have beneficial impact on traditional artists.8 The experience of Jadoo works underlines the fact that it is still too ambi ambiti tious ous for for Indi Indian an comp compan anie iess to sing single le-h -han ande dedl dly y ente enterr into into animation projects. Even a small project in the animation industry entails a budget of US$30 million, which is not affordable for Indian firms.
3. SOCIAL ANALYSIS OF FILM AND ANIMATION INDUSTRY •
Animation Products for Illiterates
The interactive media and animation industry in India has a large dome do mest stic ic mark market et too too to tap tap on on.. A fiel field-s d-stu tudy dy base based d rese resear arch ch cond conduc ucte ted d by on onee of the the auth author orss in July July-A -Aug ugus ustt 20 2004 04 on the the diffusion of ICTs in India’s rural areas offers some interesting results in this regard.6 The study showed that television is a highly pop popul ulaar medi edium as a sour source ce of infor nform mati ation in the Ind ndia ian n countryside, as it combines visual and audio effects and is less demanding of the cognitive skills of the user. Almost 35 per cent of India’s over 1 billion population is illiterate. There is great demand from this segment of Indian population for an innovative medium medium that facilita facilitate te communica communication tion and informa information tion sharing, sharing, while at the same time, being easily accessible to the masses via the television. Products of interactive media and animation can fill this demand gap to a large extent; they can be great tools for
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education, entertainment entertainment and awareness among illiterates in India’s rural and urban areas.
SOCIAL FACTORS AFFECTING FILM AND ANIMATION INDUSTRY •
The Indian Animation industry: Facing the manpower challenge
Despite the impressive growth forecasts, the Indian Animation and Gaming industry will account for less than two percent of the worldwide market in 2010. Obviously a much larger opportunity exists beyond what is currently being envisaged and the potential remains high. India can participate in a more significant way in the glob global al Anim Animat atio ion n marke arket, t, prov provid ided ed the the coun countr try y has has bu buil iltt up requisite manpower, with the relevant expertise, to fuel its growth. Acco Accorrding ding to anal nalysts, sts, Ind ndia ia has has the po pottent ential ial to grow grow its Animation industry to around US$ 1 billion by 2010, but will remain restricted to US$ 869 million on account of a looming demand-supply gap in the area of employable human resources. A similar situation exists in the gaming segment as well, which has the potential to achieve revenues of US$ 732 million by 2010, but is expected to touch only around US$ 424 million by that period, owing to the paucity of skilled manpower. The employment statistics for the Indian animation and gaming industry during 2006 were as follows: •
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Around 16,500 professionals were employed by the Indian Animation industry during 2006. This Th is figu figure re is fore foreca cast st to incr increa ease se at a CAGR CAGR of 14 14-1 -15 5 percent and exceed 26,000 by 2010. There were nearly 150 gaming companies in India, employing about 2,500 people.
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This number is forecast to increase at a CAGR of over 50 percent to exceed 13,000 by 2010, with the industry revenue forecast to grow nearly ten-fold and reach US$ 424 million.
4. TECHNOLOGICAL ANALYSIS OF FILM AND ANIMATION INDUSTRY While it is true that India’s animation industry is growing at a remarkable pace, the fact remains that this growth is largely a result result of the mushr mushroom ooming ing of “studi “studiosos-for for-hi -hire re.” .” In anima animatio tion n feature films, for example, while Indian companies carry out the technological animation work, character design, and storyboarding are done abroad. India is yet to become a successful player in concept creation, the high value-adding segment of the industry which remains a preserve of western firms. India’s advantages of low costs in this industry will be too short-lived, and sooner rather than later, the country will have to start developing new technologies.
Skills The animation industry is still young. Indian cinema is yet to make its mark on the global stage. The booming animation outsourcing industry is constantly demanding new skills and fresh infusion of new talent into the industry. As such, it is imperative that we have a healthy pipeline to supply talent to the industry. Skills required in the animation field can be clubbed under two broad categories, mainl mainly y techn technic ical al skills skills and soft soft skills skills.. Progr Program ammi ming ng exper expertis tise, e, anal analyt ytic ical al abil abilit ity, y, and and prof profic icie ienc ncy y on the the soft softwa ware re are are basi basicc requir requirem ement entss for techni technical cal skills skills.. The number number of profe professi ssiona onals ls joining the animation industry has been growing at a compound annual growth rate (CAGR) of 18.2 percent and is expected to grow at the same rate. Though India possesses the manpower with 13
the requisite skill set, what remains an area of concern is the education imparted to this manpower from the quality perspective. This has resulted in mushrooming of multimedia institutes. What is interesting is that quite a few reputed organizations have come forwar forward d and start started ed a chain chain of multi multime media dia instit instituti utions ons for two reasons. One, they can use the trained professionals for in-house animation development and secondly, use this education channel for market market diversif diversificat ication ion and penetrati penetration. on. However, However, companie companiess need need to inve invest st cons consid ider erab able le time time and and mone money y in brin bringi ging ng thes thesee students up to the levels where they start earning revenue for the organization.
Need For technological training to employees "The "Therre are no aca academ demic ins institu titute tess like like Ind ndiian Insti nstittutes utes of Technology Technology,, Regional Regional Engineer Engineering ing Colleges, Colleges, Polytech Polytechnics nics,, etc., etc., churning out animators by the thousands. What we have are only fine fine arts arts scho school olss whic which h teac teach h the the fund fundam amen enta tals ls bu butt no nott the the technical skills required for production," points out K. Chandrasekhar, General Manager, Media Works, and Tata Elxsi. According to him, this is a major drawback for the industry in India. Education in new media has to be embedded into the mainstream curriculum. Students have to realize that they can have a lucrative career as animators, and the governments as well as educational institutions have to start programmes for their career development. The animation sector will benefit greatly by giving encouragement to the community of traditional artists as much as to technically trained professionals. In other words, integration of the rural and urban urban talent talent will will prove prove highly highly benef benefici icial. al. Also, Also, NASSC NASSCOM OM’s ’s Pres Presid iden entt Kira Kiran n Karni arnik k beli believ eves es that that ther theree is a need need for for an ani animation ion acade cadem my to bu buiild a ste steady ady inf inflow of ani animation ion professionals in the industry. NASSCOM extended its help to the
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government for framing the curriculum and also work with the industry players to enhance the academic-industry interface.
5. LEGAL ANALYSIS OF FILM AND ANIMATION INDUSTRY •
Intellectual property
Outsourcers have always been concerned with the protection of their intellectual property in India. India is one of the few countries which have failed to take stern action against its infringement. India needs to strengthen its IP policy and ensure that companies operating in the outsourcing sphere take stringent steps to take care of clients’ IP rights.
International Cooperation in the Animation industry The Indian government is signing co-production treaties with other countries. Professional organisations too are trying to promote the Indian Indian anima animatio tion n sector sector abroad abroad.. ASIFA, ASIFA, India, India, organi organises ses film film festivals, conducts workshops and animation film competitions at the the inte intern rnat atio iona nall leve level. l. Kaha Kahani ni and and Anim Animat atio ion n Brid Bridge ge have have showcased their animation shows at Cannes Mipcom (a summit where mobile, broadband and interactive professionals from 95 countries interact with broadcasters, producers and distributors) in October 2005. X-media Lab has been floated to help local, independent digital media producers reach their ideas successfully to the market with assistance from outstanding international new media professionals, who who act act as ment mentor orss to the the comp compan anie iess and and proj projec ectt team teams. s. Th Thee seco second nd lab lab held held in Sing Singap apor oree from from 17 – 19 Nov ovem embe berr 20 2005 05,, "Creat "Creating ing Succes Successfu sfull Comput Computer er Games” Games”,, attrac attracted ted worldw worldwide ide 15
response. Indian developers have also been invited to interact with eight of the best games people in the world. There is also a plan to do a lab in India next year.14 Acco Accorrding ding to Moh ohit it Anand nand,, Coun Countr try y Manage nagerr, Microsof osoftt Entertainment and Devices Division, Microsoft India, “Gaming in the last 7-8 years has really come a long way but it still has a long way to go. Critical factors like PC penetration, organised retail, broadband, and gaming hardware need to be addressed to help the indu indust stry ry.. Th Thos osee fact factor orss are are grad gradua uall lly y chan changi ging ng and and the the futu future re definitely looks bright. India is the youngest country in the world, and the new generation is completely tech savvy. We believe that gaming is definitely here to stay and evolve.”15 What What are are the the op oppo port rtun unit itie iess for for enga engage geme ment nt betw betwee een n Indi India, a, Sing Singap apor oree and and othe otherr Sout Southe heas astt Asia Asian n coun countr trie iess in the the fiel field d of int intera eractive tive medi edia and and anim nimation tion indu indusstry try? To begi begin n wit with, Singapore and Southeast Asia will be an important market for p prrod oduc uctts from Ind ndiia’s ani animatio ation n indu indusstry try. Sing ingapor aporee has has signif significa icant nt exper expertis tisee in telec telecomm ommuni unicat cation ion and media media indust industry ry.. Harnessing the favourable trade and investment climate offered by the Comprehensive Economic Cooperation Agreement between the two countr countries ies,, firm firmss in Singap Singapore ore should should consid consider er invest investing ing in Ind ndia ia’’s anim nimation tion and and medi edia bu bussine iness. ss. Maya Aca Academ demy of Advanc Advanced ed Cinem Cinemati atic, c, a leadin leading g player player in the Indian Indian anima animatio tion n industry, is planning to extend its operations to Singapore. It is currently working on a project for BBC and has also been involved in the video games division. Ente En tert rtai ainm nmen entt is on onee of the the fast fastes estt grow growin ing g sect sector orss in Indi IndiaaASEAN relations. The entertainment industry is expected to grow at a compound annual growth rate of 20 percent from 2002 to 2007. The entertainment industry, with total revenues of US$3.6 billion in 2002, is projected to grow up to US$8.7 billion by 2007. ASEAN is a big market for Indian films. There are tremendous collaboration opportunities between India and ASEAN in the area of 3D animation, graphics, etc.
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The Phil The Philip ippi pine ness was, was, un unti till rece recent ntly ly,, a fast fast grow growin ing g anim animat atio ion n industry, rich in creative talent, and it was a major destination for outsourcing by animation firms in the United States. However, with rise in costs, the animation industry in the Philippines has begun to decline, and Filipino workers in the industry have been migrating to India and Singapore in search of jobs. India, the Philippines, Singapore and even China must realize that there is little to be gained in the animation industry in the long run by comp compet etin ing g with with each each othe otherr on cost costs. s. Rath Rather er,, they they shou should ld seek seek aven avenue uess for for coop cooper erat atio ion, n, and and dire direct ct thei theirr effo effort rtss at acqu acquir irin ing g intellectual property rights in this creative industry.
6. ENVIRONMENTAL ANALYSIS OF FILM AND ANIMATION INDUSTRY Ability to scale operations. Indian firms are facing a talent shortage which affects their ability to scale up their operations based on client demands. This also affects the client’s confidence in off shoring large chunks of work. Though Indian companies have put in place huge expansion plans, these are often marred by various reasons. Tie-ups with educational institutes are helping overcome this difficulty. •
Opportunities in Collaborations
Indi Indian an com compani panies es are are try trying ing to impr improv ovee qu qual alit ity y and and maki making ng atte attem mpts pts to comp compet etee glob global ally ly with with the the mark market et lead leader erss in the the industry. It is said that the year 2004 is a watershed for the Indian animation and gaming industry (according to the Federation of Indian Chambers of Commerce and Industry [FICCI] report on the
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Entertainment Industry). The year was marked by increased use of anima animatio tion n in the Bollyw Bollywood ood segme segment. nt. Accord According ing to the FICCI FICCI report, the increasing demand for downloads of games on mobile phones will enhance the opportunities for gaming companies and bring in new entrants. Severa Severall Indian Indian compan companie iess are are enter entering ing into into colla collabor borati ations ons with with foreign new media companies, which outsource their work to the Indian Indian compan companie ies. s. Recent Recently, ly, Toonz Toonz Anima Animatio tion n float floated ed a joint joint vent ventur uree with with Firs Firstt Serv Servee Inte Intern rnat atio iona nall LLC, LC, a glob global al media edia com company pany which hich aims to prod produc ucee and dist distri ribu bute te top op--no nottch animation programming for the world market. The new venture will be headed by former Walt Disney executive Ed Bordering. In 2004, a Chinese company also invested in India Games Ltd. Toront Toro ntoo-ba base sed d ente entert rtai ainm nmen entt Prod Produc ucts ts Com Company pany Kaha Kahani ni is coll collab abor orat atin ing g with with Mu Mumb mbai ai base based d Anim Animat atio ion n Brid Bridge ge.. In this this venture, Kahani is expected to invest US$30-US$40 million over the next three years to engage in film production. The storylines and scripts will be completed in Canada whilst product development and promotion are expected to be done in India. The company is also planning to tie up with Bangalore and Hyderabad based based studio studios. s. Zee’s Zee’s anima animati tion on arm, arm, Padma Padmalay layaa Telef Telefilm ilms, s, has signed a US$14 million contract with Italian producer-distributor, Mondo TV, to co-produce four new animated series. Padmalaya also has collaborations with British animation companies Mallard Media and Ealing Animation. Animation.
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CONCLUSION The Indian Indian inter interact active ive media media and anima animatio tion n indust industry ry has seen seen tremendous growth in the last year or so. It is fast emerging from being an outsourcing destination for western animation companies to develop and showcase its own capabilities and potentials. The emer emerge genc ncee of var variou ouss indu indusstry try-re -relat lated orga organi nizzation tionss and com compani panies es,, and and the the avai availa labi bili lity ty of affo afford rdab able le and and tale talent nted ed expertise, point to tremendous potential this sector has to offer. Whilst there are internal challenges to the Indian interactive media and animation industry, given the efforts being undertaken by the government and like-minded organizations, it will be sooner rather than later, that India lays a strong claim as a major international player in this industry. It is thus opportune for Singapore and coun countr trie iess in the the regi region on to iden identi tify fy po pote tent ntia iall op oppo port rtun unit itie iess for for collaboration so that we are able to ride on the waves of the Indian interactive media and animation industry.
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BIBLIOGRAPHY •
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http://www.wikipedia.com www.animationmentor. www.animationmentor.com/report/Anim com/report/AnimationMentorationMentorIndustryReport. IndustryReport. www.pwc.com/en.../fic www.pwc.com/en.../ficci-pwc-indian-ent ci-pwc-indian-entertainment ertainment-and-andmedia-industry. media-industry. http://www.dom.ontario-canada.com/ .../FICCI_Inida% 20Mission %20invite_vf_web %20invite_vf_web www.aarkstore.com/re www.aarkstore.com/reports/The-Globalports/The-Global-Animation-Indus Animation-Industrytry33048.html
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