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Indian Animation

The Indian animation market, fairly "static" until a few years ago, is suddenly waking up to a host of global opportunities that promise a lot of "action" for the country's leading design specialists. The demand for animation production services from international animation studios spurred in large part due to India's lower costs of animation production and technical manpower to meet 2-D and 3-D animation requirements is drawing Indian companies into the animation framework, compelling them to view this emerging market with seriousness.

During the 1996-99 period, in fact, the share of the Asia Pacific region in the global computer animation production market has increased significantly, based on some of the above mentioned strengths.

North American film and television program producers (that boast worldwide networks) are finding it viable to sub contract animation production activities to independent studios overseas, and thus focusing instead on areas like film distribution. Indian companies are naturally partaking of this expanding potential.

The Indian domestic segment: a market opportunity

The Indian domestic market too is throwing up revenue generation prospects for ICT solutions providers specializing in this market. The requirement by the burgeoning Indian television segment for animation and special effects related work is also giving a fillip to this segment. Recognizing this potential, a number of Indian software players are turning their attention to animation. Animation studios now dot the country and the industry is also witnessing the arrival of training houses that are dedicated to building skilled manpower for this market.

Cities in India such as Mumbai (which houses India's movie industry), Chennai, Bangalore, Hyderabad and Trivandrum are playing host to some of the country's leading animation houses.

India: the animation hub ?

India is gradually positioning itself as a significant provider of animation production services. The country's strengths and edge in the market
include the following:

A vast base of English speaking manpower: animation, which requires a familiarity with the English language, benefits when the work is outsourced to India. Besides, a number of initiatives are underway in the country targeted at creating skill manpower for the animation market
Presence of animation studios: a number of Indian cities already boast hi-tech animation studios (equipped with state-of-the-art hardware and software) which are successfully completing projects from overseas companies
Low cost of animation services: India's edge in terms of pricing is stated to be unmatched. Compared to other countries, Indian animation houses charge extremely low rates
India's large entertainment sector: Owing to a prolific entertainment segment, India has a ready supply of content developers

The road ahead

While India appears well positioned to play an important role in the global animation production market, the NASSCOM study suggests that much more needs to be done. In its recommendations to animation industry leaders and the Government, the study states that the country needs to take the following steps:

increase the level of interest of audiences in the domestic market in animation
enter into co-production tie-ups with countries such as Canada to develop animation content
increase the range of applications for animation such as documentaries, etc.
develop a "national brand identification" in animation
strengthen the interface between local studios and producers
have a representation in major international animation markets and festivals
create assured offtake of locally produced original animation productions by domestic broadcasters
provide relevant funding and infrastructure for animation product development
et up animation parks on the lines of STPs
take a series of strategic initiatives to build a body of manpower talent to fuel the growth of this market

India has the capabilities to make it big in the global animation production market. Even though activity in this segment is currently low key, action is expected to hot up over the next few years as more and more Indian software development companies take to the market and set up facilities dedicated to animation production services.