India Strengthening Global Footprint as a Content Hub

By Pickle October 18, 2024

As India cements its place as a global content hub, Dr. Abhay Sinha, Director General of SEPC, outlines India’s pivotal role in the international audio-visual industry. Visit MIPCOM Stand P1.D1

India is emerging as a significant player in the Animation, Visual Effects, Gaming, and Comic (AVGC) sector, establishing itself as a global content and service provider. This transformation is underscored by increased participation in esteemed international platforms like MIPCOM, which highlight India’s creative potential and innovation.

Services Export Promotion Council (SEPC) is instrumental in this progress, paving the way for Indian studios and creators to excel on the global stage. India’s role in the audio-visual industry underscores the need for strategic initiatives and support from the government to nurture talent and enhance infrastructure. By fostering a conducive environment for creativity and innovation, India can continue to thrive as a leading content hub, catering to the diverse tastes of audiences around the world.

Moreover, the importance of collaboration with international partners to harness new technologies and innovative storytelling methods is crucial. As the demand for localized content grows, partnerships with global players can help Indian companies expand their reach and influence in foreign markets.

Furthermore, the establishment of National Centres of Excellence (NCoE) for the AVGC sector will drive skill development and technological advancement, ensuring India remains competitive. SEPC’s vision not only aims to help industry to produce world-class content but also to position India as a hub for co-productions and advancements in the AVGC sector. As India boldly strides toward becoming a global content powerhouse, SEPC’s strategic direction is vital in unlocking the immense potential of this dynamic industry.

Excerpts from the interview:

India is emerging as a content hub for the world. How do you see this evolution?

India has rapidly become a content powerhouse, creating diverse and rich content in multiple languages and genres. We are not only producing content but also servicing the world. SEPC has been instrumental in positioning India on the global map, showcasing the capabilities of Indian companies at events like MIPCOM, further more events like; Waves would lead to more business opportunities. The transformation has been fuelled by the government’s strong support, along with cutting-edge technology, services, and production facilities.

Since you spoke about the Waves Summit, can you elaborate further on why is it significant for the AVGC sector in India?

The Waves Summit, which is scheduled to take place in February next year, will be a pivotal event that will play a crucial role in shaping India’s growing audio-visual ecosystem. It brings together industry leaders, creators, and innovators, including from the Animation, Visual Effects, Gaming, and Comics (AVGC) sectors on a global platform. The summit will provide an excellent opportunity for Indian studios to collaborate with international players, particularly in areas like co-productions, outsourcing services, and technological advancements. Discussions at the event will centre around emerging industry trends, investment opportunities, and the latest innovations driving the sector forward.

Can you tell us about SEPC’s presence at MIPCOM this year and how it supports Indian companies?

This year, we are bringing 90+ delegates from 60+ companies under the India Pavilion at MIPCOM. SEPC has been participating for the third time with the support of Ministry of Information and Broadcasting, with the aim of helping Indian companies establish a global footprint. We’re handholding small and medium enterprises, guiding them on best practices, and enabling them to showcase content properties, secure co-production deals, and sell their services. The Content Guide we’ve compiled lists over 200 Indian content properties being pitched globally at MIPCOM.

India is also becoming a hub for global service providers in the AVGC sector. How does SEPC support this?

India’s strength as a service hub is undeniable. We provide top-notch post-production, animation, and visual effects services to global studios. SEPC is committed to helping Indian studios tap into these opportunities, enabling them to offer services that match international standards. We’re also aiding the industry with securing co-production deals that will offer Indian creators and studios the opportunity to collaborate with global players. Ministry of Information and Broadcasting is also in the process of creation of National Centre of Excellence (NCoE) to strengthen the AVGC sector’s infrastructure. This is a crucial part of India’s strategy to ensure that the industry grows at par with international standards.

SEPC’S VISION NOT ONLY AIMS TO HELP INDUSTRY TO PRODUCE WORLD-CLASS CONTENT BUT ALSO TO POSITION INDIA AS A HUB FOR CO-PRODUCTIONS AND ADVANCEMENTS IN THE AVGC SECTOR. AS INDIA BOLDLY STRIDES TOWARD BECOMING A GLOBAL CONTENT POWERHOUSE, SEPC’S STRATEGIC DIRECTION IS VITAL IN UNLOCKING THE IMMENSE POTENTIAL OF THIS DYNAMIC INDUSTRY

India has positioned itself in a globally advantageous position, particularly in the AVGC sector. What role does SEPC play in leveraging this?

India’s AVGC sector is growing at an unprecedented pace, and SEPC is working with various stakeholders to capitalize on the global advantages India holds. The Wave Summit in February will be one of the platforms where we’ll be discussing co-production opportunities and showcasing India’s competitive edge. SEPC is helping to build partnerships, increase service opportunities, and strengthen the country’s presence in international markets, ensuring that Indian studios can tap into the growing demand for high-quality content and services.

How does the Indian Content Guide play a role in expanding India’s global reach?

The Indian Content Guide is an essential tool for both Indian and international companies. It lists over 200 Indian content properties, showcasing the country’s strengths in the audio-visual sector. This guide helps Indian companies find co-production partners, sales agents, and buyers, ultimately contributing to ‘Make in India’ and the global distribution of Indian content.

India is now wooing global studios. How is the country making itself more attractive for co-productions and service opportunities?

India has always been a prime location for international studios, but now, with enhanced incentives, the interest is higher than ever. The co-production incentives provide significant advantages for foreign studios. These incentives, along with India’s vast talent pool and advanced infrastructure, make it an attractive destination for co-productions, film shootings, and other service opportunities. Events like MIPCOM offer additional platforms for Indian and global studios to come together, fostering creative collaborations that can lead to ground breaking content.

What incentives and opportunities are available for international studios?

India offers a range of incentives to global studios, especially in co-productions and foreign film shoots.

Incentives for foreign film production include a minimum qualifying production expenditure (QPE) of INR 30 million in India, a cashback incentive of 30% of QPE, a bonus incentive of 5% of QPE for employing at least 15% Indian labour, and an additional bonus incentive of 5% of QPE for Significant Indian Content, with a cap of INR 300 million (USD 3.6 million) per project.

Significant Indian content includes at least 25% of the total budget spent in India, having one of the lead characters played by an Indian actor, or showcasing positive perceptions of India and its cultural and tourist attractions.

These incentives, along with India’s growing status as a service hub, provide substantial opportunities for international collaborations.

Zee Entertainment Enterprises will be screening their first Spanish Language Telenovela at MIPCOM, Cannes. It is the project. The first Co Production in the region inspired by an Indian format Aapki Antara.

“Valentina – My Special Love” is a poignant tale of love, resilience, and personal growth, demonstrating that living with autism does not diminish one’s creativity, passion, or capacity for deep emotional connections. Valentina’s journey is a testament to overcoming adversity and finding strength in vulnerability, capturing the hearts of viewers as she navigates the complexities of life and love.

Special screening at the Producer’s Hub at 1630 on October 21! Or visit Booth P-1, E54.