CRIC

Developing intellectual property in Indian animation

It may be a small development in India’s animation industry, but its significance cannot be undermined, and that is Indian studios coming up with original content. Gone are the days when our animation studios were dependent on content from international markets – a dependence that had stunted the growth of Indian animation.

e4m by exchange4media Staff
Updated: Aug 8, 2019 11:12 AM
Developing intellectual property in Indian animation

It may be a small development in India’s animation industry, but its significance cannot be undermined, and that is Indian studios coming up with original content. Gone are the days when our animation studios were dependent on content from international markets – a dependence that had stunted the growth of Indian animation.

Two sessions on the Indian animation industry on Day Two of FICCI Frames 2006 saw insightful opinions on intellectual property (IP) in animation and animation co-production being exchanged. The session on IP involved speakers like V G Samant, Director, Silvertoons (Director of Hanuman); Munjal Shroff, Director, Graphiti Multimedia; Vaibhav Kumaresh, Director, Vaibhav Studios; Rajiv Chilakalapudi, Director, Green Gold Animation; and Manu Ittina, Director, Ittina Animation Studios.

Graphiti Multimedia's Shroff said, “Creating original content for the global market is a different ball game, as producers need to be careful about creating characters that have to be country neutral to appeal to a wider base.”

He added, “The key IP development areas in are product development, production, marketing and distribution. Some factors that need to be taken into account while creating IP are studying the market trends, understanding the target audience and knowing what shows are popular worldwide.” Some popular revenue streams were listed as primary broadcasters, syndication, home video, licensing and merchandising.

Vaibhav Studios, which has to its credit some very interesting original content for advertisements and promos - such as Simpoo of Channel V Super Singer, Toon Disney’s Birthday Bhoot and Pandu Mangal from Amaron Batteries – was represented by Vaibhav Kumaresh, its Director. He said, “The best part of animation in India is limitless untapped opportunities. To create IP in animation we should first focus on short duration content like advertisements and promos. We can put our energies on longer original animation content once we have a strong base.”

While a lot needs to be done about the quantity and quality of IP in animation, Indian studios are moving up the value chain by producing original and unadulterated animation content. Once creators of IP move away from the exaggerated benefits of existing global animation properties and historical Indian stories, they will discover the true potential of their creativity that will rock the global animation industry.

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