Future of animation industry in India
Presented byNimish Pant
PGDM 2010-12 batch
sourcesThe Economic Times-17 oct 2010
Business standardThe India street
gyan.blogspot.comWikipedia
FUTURE OF ANIMATION INDUSTRY IN INDIA
The Indian animation Industry has been fighting a few big problems in the past. Effective production pipeline, skilled workforce and infrastructure has been some of the major hurdels. The leading
Companies of today have all these roughly in place.Roughly it means that there remains huge scope of improvement and the future of the Animation industry is in fact based on how well we can better
ourselves in these..
ORGANIZATIONAL STRENGTH
Animation as an art requires extreme discipline and organized effort. Countries like Philippines have lost out in
spite of having a rich talent pool mainly because of its disorganized Freelance environment. Organizational strength
is the core component of all BPO s. Improvements in the existing pipeline and the emergence of 3d animation as a lucrative business will help the animation studios take up
the BPO model.
CHANGING TRENDSThe recent popularity of 3d animation has hit
the 2d traditional animation market badly. This is to gradually change. When the initial
enthusiasm settles down 2d animation will reinforce itself and in future 2d as well as 3d
animation will go hand in hand to entertain the toon lovers.
UNIQUE FEATURESThe current animation business in India revolves
around Production, Post production and VFX. This is soon to change with the incorporation of preproduction
into the existing pipeline. With the increasing confidence of the International
community, India is soon to be trusted with the generation of original content.
Our rich cultural heritage can cater a new taste. The international ordinance till now has been feed with
either Traditional Disney style animation.
RECOGNITION24FPS Animation Awards is a celebration of animation
excellence and recognition of the best animation talent in India. Organized with the aim of creating a platform that
motivates, hones and showcases Indian animation and student talent. Annually held 24FPS Animation Awards is
amongst the premier animation competitions in the country. It is organized by Maya Academy of Advanced Cinematic
(MAAC).
Societies and organizations
The Animation Society of India (TASI) is a non-profit organization with its head-office in Mumbai.
It aims to educate about the emerging animation technologies and at the same time provide a platform for exchange of creative and technical information within the
existing art and animation fraternity in India. It also hosts Anifest India, the biggest annual animation festival in the Indian subcontinent, which features the TASI
Viewer's Choice Awards. It also hold technical and in-depth workshops and sessions nearly every month.
FACTSThe Indian animation industry was estimated at $354
million in 2006 and is forecast to reach $869 million by 2010. Animation in India is currently riding on two key factors - a
large base of highly skilled labour, and low cost of production. While the industry is gaining prominence
steadily, several important factors such as the government's role in supporting the animation industry, and producing
original content locally.In 2009, the state of the animation industry in India, was growing at a CAGR of 30%, is estimated to reach US$ 1.5
billion by 2005.
FACTS In 2009, the state of the animation industry in India, was growing at a CAGR of 30%, is estimated to reach US$ 1.5 billion by 2005.
Some of the other estimates of the NASSCOM report on animation indicate the following: The global entertainment market will generate a demand for animation production services of the order of US$ 37 billion by 2003
In the non-entertainment segment the demand for animation production services will touch US$ 14.7 billion by 2005 The global film/TV program production market will create a US $ 17.5 billion revenue opportunity for animation production houses
The Indian gaming industry was estimated at nearly $48 million in 2006 and is expected to cross $424
COMPETITION IN THE MARKET
Pune, is competing with Hyderabad and Mumbai to be the country's animation hub. With the sector facing severe human resources shortage, more and more studios are increasingly venturing into animation training. Chetan Deshmukh, an anomator and special effects expert, recently shifted his base to Pune from US. He has worked on Hollywood movies like Chicago and Shanghai Knights. The Mahratta Chamber of Commerce, Industries and Agriculture
(MCCIA), a premier body of industries in and around Pune region has launched a programme to catapult Pune as a global hub for animation and gaming. It has recently formed a group of professionals, training institutes and celebrities to implement the initiative, with filmmaker Amol Palekar has as their
brand ambassador.
Comparison with the global scenario
The total global animation production figures, according to the NASSCOM Animation report, range between US$ 16-
31.5 billion for the year 2000. Statistics for 2001 stand anywhere between US$ 25 billion and US$ 38 billion.
Analysts estimate that the global animation production rose to about US$ 45 billion in 2002
VenturesContinuing its impressive financial run, Chennai-based Media
Technology Company Sanraa media,has signed a £ 2 million deal with the Leading Global Production Company Endemol, UK for the production of the animated series 'The 99', which is based on the
illustrated comic 'The 99'. The 99, a 3D animation series, will comprise 26 episodes will be done by Sanraa Media and day-to-
day production will be overseen by Endemol.The co-production deal also entitles Sanraa Media to the rights of distributing the series in India, Indonesia, Malaysia, Pakistan, Sri
Lanka and Thailand.
Animation institutionsNational Institute of Design, Gandhinagar
MAAC (Maya Academy of Advanced Cinematics)Arena Animation Academy
Zee Institute of Creative Arts ZICASanraa Media Knowledge Center
Birla Institute of Technology, Jaipur & NoidaPicasso Animation College, Bangalore
Animation studios/companies in India
Animation studios in India including television channels and production studios. Octave Simulations
DQ EntertainmentBluegrass Studios
Buena Vista International IndiaCartoon Network (India)
Sanraa Media LtdTata Elxsi
Future Thought ProductionsPhoebus creations
Reliance MediaWorks LimitedUTV Toonz
Crest Communications
CONTINUEDCrest Communications
Heart EntertainmentJadoo Works
Prana StudiosOxygen Animation Studio
Pentamedia GraphicsToonz Animation
Super Audio (Madras) Pvt Ltd
List of Indian animation movies
Ramayana: The Legend of Prince Rama (1992)PANDAVAS - THE FIVE WARRIORS (2000) - National Award in the category of BEST FEATURE FILM IN ENGLISH 2000 & Second Best Animated Feature Film Award in Vancouver Effects & Animation Festival, 2001.
Hanuman (2005)Kittu (2006)
Krishna (2006)Return of Hanuman (2007)
Roadside Romeo (2008)Dashavatar (2008)
Ghatothkach (2008)Cheenti Cheenti Bang Bang (2008)
Arjun – The Warrior Prince (2009)Bal Ganesh (2009)
Lav Kush - The Warrior Twins (2010)Toonpur Ka Superrhero (2010)
Koochie Koochie Hota Hain (2010)
Akbar & Birbal - The Wise Answer.flv
CONCLUSIONIndia's animation industry likely to hit $1 bn by 2012
The Indian animation market , estimated at USD 494 million in 2008, will likely grow at compounded annual growth rate of 22 per cent till 2012,
an industry official has said.
"Globally, the animation industry is poised to touch USD 100 billion by 2012 and India's animation industry is expected Indian companies have
also been helped by the increase in production budgets for animation movies worldwide. "In the past decade, more than 15 animated movies,
with budgets over USD 100 million, have been produced and we are hoping to continue this trend", Mehta said.
to hit USD 1 billion by 2012, aided by increased outsourcing and a growing domestic market,"
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