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The US major will also be involved in financing and global distribution of the film. Last year Walt Disney Studios (NYSE: DIS | Quote | Chart | News | PowerRating) and Yash Raj Films entered into an alliance to co-produce original computer-animated feature films in India. The growing international interest throws light on the potential of this emerging media.
Animation Industry Sees Encouraging Growth
A study conducted by National Association of Software and Services Companies (NASSCOM) states that the animation industry in India is expected to grow at a CAGR of 35% to USD 950 million by 2009.
Top media groups such as Walt Disney, Cartoon Network and Viacom have been outsourcing animation work to India. In the past few years these outsourced services are maturing from low'end 2D post production work to highly skilled 3D animation. The industry is slowly developing capabilities for co-production of full length animation movies.
Animation Movies Offer Vast Scope
Despite the aggressive growth estimates, animated films are still considered to be at a nascent stage in India. Until recently Disney was literally a synonym for animation films with the likes of Lion King and Shrek ranking high on the charts.
Although the animation outsourcing sector was blooming behind the scene, the work of Indian animators did not reach masses directly. It was only in 2005 that a first full-length indigenously produced animation film was released. Hanuman ' a film based on a popular Indian epic ' received nationwide applause.
The film opened doors to a new media, which was previously regarded as US supremacy. Hanuman was followed by a series of similar ventures. According to an industry report at least 15 such films were already in production stage in 2007.
India is home to a financially and technically strong film industry. The sector is getting more versatile day by day and is already making its mark around the globe. Animation will provide a whole new stage for Indian film producers searching for new avenues in the highly competitive market. Producers will not only undertake more such investments but also showcase Indian creativity around the world.
Creating Quality Professionals - A Major Challenge
There are currently over 300 companies employing about 16,000 people. According to NASSCOM, the country's animation industry will require more than 25,000 skilled professionals by the end of 2009 to meet rising demand. Although this is not a steep rise in demand, it is difficult to get highly-skilled talent in India.
The key reason is that students are still not aware of the potential of this sector. The other reasons are the shortage of institutes offering advanced courses, lack of adequate infrastructure, and skilled trainers in these institutes.
Tie-ups with foreign institutes and studios setting up captive training institutes are some steps taken in the right direction. However there is a long way to go to build a strong educational platform for the animation sector.
Looking Ahead
There is no doubt that Indians excel in technical skills. However the world has not yet been exposed to the country's creative side. A tie-up between Indian art and technical institutes and animation giants such as Walt Disney and Warner Bros will certainly be mutually beneficial.
The majors can mould the inherent talent in the country and produce films matching international quality at a low cost. On the other hand, if leading industry names are associated with the education system aspiring and talented students will feel more confident to enter this field.
Indian animation largely focuses on mythology, which may not appeal to the international audience. According to Amita Samant, analyst at ValueNotes, Indian producers must develop stories and characters that people all over the world can identify with. It is only then that an Indian cartoon can stand hand in hand with Mickey and Donald.
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