Indian animation industry is pushing for greater visibility in TV channels. For instance, National Association of Software and Service Companies (Nasscom), which has been working closely with the animation industry, wants TV channels of the country to carry Indian animation programmes on a regular basis.
According to Nasscom president Kiran Karnik, there are multiple possibilities to create demand for Indian animation content. Besides direct ince-ntive and infrastructure backing, encou- raging policies can also create dem-and, Mr Karnik said recently at a Ficci meet.
“Certain content across TV channels must be animation,” the Nasscom president said. “It’s being done in other markets also,” he added, while stressing the need for government intervention to give a boost to the sector. On whether Nasscom would approach the government to pursue the matter, Mr Karnik told FE: “It’s a broadcasting issue, and we would work on it along with industry bodies.”
Animation players are seeking government support to create demand for original content, indicated COO of Jadoo Works (a Bangalore-based animation company) Ashish Kulkarni.
According to Mr Kulkarni, channels in India, referring to those in the animation category, must have at least 40 per cent Indian content.
Mr Kulkarni pointed out that there’s dearth of original animation content in India due to weak funding in the sector.
“We need project-based and IPR funding in this part of the world,” he said. In this context, animation players are also open to the idea of co-production arrangements between government, channels and animation companies.
There’s hope. In the next ten years or so, “original IPR” from India is expected to be the focus of several studios. Founder and convenor of the Association of Anima-tion Produ-cers of India (AAPI) Bhuvan Lall says: “India will soon have its IPR. That will take the country’s animation sector up the value chain.”
At a time when outsourcing is a buzzword in the animation world, creating demand within the country is seen as a challenge. Mostly, it’s the labour-intensive production work that is outsourced to India.
According to Nasscom projections, IT and BPO work from animation is expected to grow by 50 per cent.
The animation sector had contributed $100 million to the IT and ITES industry in the last fiscal.
The salaries that one has to pay in the US is 6 to 15 times that in India, experts point out. Good enough reason for international animation firms to get as much work done from India as possible.