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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