Chalking the Growth Path for Digital Creative Industries

admin   February 14, 2022

With the setting up of the AVGC taskforce the Government has taken a significant step to develop strategic planning, says Dr S Raghunath, Professor of Strategy, Indian Institute of Management, Bangalore

Digital Creative Industries, together known as the AVGC sector (Animation, VFX, Gaming, Comics, XR) has many small firms that produce higher quality content at lower cost.

Strategic planning

With the setting up of the AVGC taskforce the Government has taken a significant step to develop strategic planning that captures talent in emerging technologies to guarantee that India is at the leading edge of the next technology frontier disrupting the media and entertainment industry. India must demonstrate that it is a fast-mover and the Indian government is keen to offer substantial support to the AVGC sector.

Given that VR production costs can be pretty steep, forward-looking policy can promote the sector through subsidies to attract VR talent from around the world. The diffusion of knowledge and talent through co-working arrangements can protect and develop India’s AVGC industry. For example, the government can subsidize companies to further develop the AVGC output and position India as the next global technological hub. Grants can be offered to support content development and investment. Thereby the government can also take an active role in investing in AR/VR immersive content.

Govt & Grants

A government backed fund can provide funding for AR and VR producers to co-produce content with local teams, offering grants that cover both development and production.

In France for example such a fund supports around 40 percent of the costs required to produce a VR film. They also offer a tax rebate of up to 30 percent of qualifying expenditures to projects wholly or partly made in France and initiated by non-French companies. According to reports, the policy appears to have been effective in supporting filmmaking in France.

The AVGC policy can give a strong incentive to develop AVGC Hubs. Co-located AVGC hubs offer distinct benefits to startups and, as a result, talent and capital might target those locations.

Anywhere, anytime

We are however aware that the advancement of digital media technology presents opportunities wherein digital tools can be deployed by professionals working anywhere in creating, sharing and collaborating on work and not necessarily in formal office   workspaces .

While the development of virtual AVGC hubs might sound like a great idea, the relational elements of the experience of working within an AVGC  hub that will be most likely lost when going virtual.

Creativity and innovation in AVCG hubs might emerge from continuous interaction between start up founders, AVGC hub managers and mentors and could turn out to be much more than just a co-location space for people to work.

Social capital

Studies have emphasized the importance of social capital to technopreneurs. Social capital includes individual and collective social networks that help these AVCG entrepreneurs to gain access to information and know-how. Knowledge exchange can be expected in these AVCG hubs that could promote cooperation amongst companies and linkages between companies and academic institutions.

Another major contribution from such AVCG hubs is about promoting incubation, nurturing and developing emerging AVCG companies. The presence of angel investors and venture capitalists in these hubs can play important roles in financing, selection, collective learning and creating an innovation network.

Digital relationships

The AVCG hubs’ digital infrastructure can help maintain relationships among the members of the hub who might not be co located and would help to expand the AVCG hub’s activity. The website and social media of the AVCG hubs can offer a space to showcase the management and hub members’ activities and to extend market reach.

As story telling  and visualization are the strengths of the AVGC sector, government can utilise the technological advancements, particularly using AR/VR for image building, creating an awareness about India as an investment destination. Digital tools exist for planning, design and presentation of information but AR/VR solutions can further enrich image-building activities by giving more accurate and in-depth information about specific areas in an easily accessible and cost effective way.

Through the AVGC hubs, government can  gather, store, and share a wide range of data with potential investors, including information about the economic, social, and human capital  of the local economy and the business environment. Web-based immersive visualizations can be created for more engaging, understandable, data-driven stories for both foreign investors and domestic stakeholders.

Big possibilities

Using AR/VR technology, it is possible for the government to showcase locations for attracting investments, such as industrial areas, and cultural sites. Government departments could develop virtual experiences that enable investors to explore potential investment sites from wherever they are located. The benefit of such an approach is the ability to meet the potential investors without traveling and give them as realistic an experience as possible from a distance.

Although the talent and technology in the AVGC can offer promising solutions to advance government policy and also attract foreign direct investment as well as domestic investment in multiple spheres of economic activity, there has to be commensurate awareness and understanding among government functionaries in order to take advantage of this potential.

Will & way

Government functionaries in various ministries often need fundamental appreciation of how to utilise the potential of the AVGC talent and technology to advance the goals and objectives of various government projects. The level of understanding across government departments about what these technologies are and what they can offer might differ even between individual government officers .

In order to utilise emerging technologies in the AVGC sector, the senior administrators in the government  need  the awareness, will, and budgets to champion and sustain AVGC enabled programmes for future growth.


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Tremblay, Toonz Come Together For Animation Series SWAT-KATS

admin   February 3, 2022

The new series SWAT-KATS Revolution to be co-produced by Tremblay Bros. and Toonz Media Group, will be targeted at 5 to 11-year-olds

Toonz Media Group is set to revive the popular 90s animation show SWAT-KATS. Toonz has teamed up with show creators Christian and Yvon Tremblay to co-produce a brand new series of SWAT-KATS, twenty eight years after the original series was produced. The cult animation show featuring high-flying anthropomorphic feline fighters is all set to make a thrilling comeback with this collaboration.

The new series SWAT-KATS Revolution to be co-produced by Tremblay Bros. and Toonz Media Group, will be targeted at 5 to 11-year-olds and will include a slew of new characters alongside the classic protagonists and villains.

The new series will also feature a range of futuristic arsenals including a new jet fighter plane for the heroes, along with other cutting edge vehicles and gadgets. The action adventure series is slated to bring together top talents from across the world, led by the creative vision of the Tremblay brothers.

Chritian Tremblay said, “While SWAT-KATS Revolution is a new series, the DNA of what made it successful will remain. The character relationships, the smart and witty writing, the action, the imaginative stories, and the bigger than life villains will evermore be present. The new series will be contemporary and explore themes that the new audience will identify with.”

Toonz Media Group CEO P Jayakumar said, “SWAT-KATS is easily one of the all-time classics in animation. It is a privilege for Toonz to revive this iconic show after all these years. We see tremendous potential for the property in the new context and among new audiences. We cannot wait to bring life to the new series under the supervision of Christian and Yvon,”

“We are thrilled to enter into a strategic collaboration with Tremblay Bros for the SWAT-KATS Revolution new franchise to bring the two iconic heroes into new contemporary stories and conflicts toward their nemesis. The new series will aim to revive the SWAT-KATS core values to the fans and engage new audience,” said Bruno Zarka, Chief Sales and Marketing Officer at Toonz.

SWAT-KATS Revolution is also set in the fictional mega metropolis of Megakat City, where the two vigilante heroes fight off evil powers to keep their city from becoming a dystopian world. The series will be distributed world-wide by Toonz.

SWAT-KATS first aired in September 1993. The original series SWAT-KATS: The Radical Squadron produced by Hanna-Barbera Cartoons became the number one syndicated animated show of 1994. The show was admired by viewers for its bold and eye-catching animation style, power-packed action, and energetic rock and roll background score besides its iconic theme music.

The show, which gained cult status in the ‘90s, enjoys immense fan following across the world. SK Fandom, as the fan community of the series is popularly known, has kept the show alive amongst the community over the years through discussions, fan fiction, artwork, and a variety of fan projects and games over online groups and forums.

The fan community had also raised substantial sums to revive the show through a Kickstarter fundraising campaign a few years ago.


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Entries called for Cannes XR Future Award contest

admin   February 3, 2022

The competition will feature a curated selection of this year’s most innovative and captivating VR works and celebrate each creator’s achievements in cinematic VR

Cannes XR, the Marché du Film’s program, has announced its third-year partnership with leading global VR content platform VeeR.

The 2022 Cannes XR x VeeR Future Award Competition will feature a curated selection of this year’s most innovative and captivating VR works and celebrate each creator’s achievements in cinematic VR. This year the organisers welcome all applicants worldwide and projects from both 3DoF and 6DoF domains, including but not limited to cinematic VR experiences, immersive art, VR theatre performances and narrative VR games.

The deadline to submit the work is 3 March. The 2022 shortlisted VR works will be shown during Cannes XR’s worldwide virtual screening and showcased offline in China to bring VR projects and their creators in front of more media, potential distributors and investors.

Cannes XR will present two winners with the 2022 VeeR Future Award in two categories: Best VR Story and Best VR Interactive Experience. Each winner will also be awarded 1000 USD and a Premium Plus Package.

While submissions are free of charge, the form should be filled out in English as completely as possible. The online form is the only accepted way to submit the project. There is no time limit to complete the form. Answers are auto-saved (using the same device and browser, excluding private windows).
Before starting, applicants should make sure they check the regulations as well as the technical specifications.

Cannes XR is focused on VR works (completed after 1/1/2020), AR/MR/installations will not be considered for selection. If the project is selected, the applicant will be asked to confirm or provide updated information (Mid March).

Cannes XR will be held online from May 17 to 28. If the participant is submitting a work in progress, s/he should make sure the final build is available by March 18.


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GOLDEN GLOBES 2022: Disney’s Encanto Wins Best Animated Feature

admin   January 11, 2022

Walt Disney Animation Studio’s musical drama Encanto won the Best Animated Feature film at the 79th Golden Globes Award, (recognsing the best animation film that was on offer in 2021). Encanto, Directed by Jared Bush and Byron Howard is Disney Animation Studio’s 60th animated feature film and won the award beating WDAS’s Raya and the Last Dragon, Pixar’s Luca, Flee (indie documentary) and My Sunny Maad (indie drama).

This Latin American, Disney musical Encanto is also tipped to be an Oscar frontrunner for Disney in the Best Animated Feature. Encanto grossed over over $215 million worldwide and was the highest-grossing animated film of 2021. In India, it grossed over $161,000 (Box Office Mojo).

Encanto is currently streaming on Disney+ Hotstar.

The Hollywood Foreign Press Assocation (HFPA) conducts the annual Golden Globes Award in LA. This year Golden Globe Awards was a private ceremony and winners did not attend the Award function. HFPA announced winners in Twitter.

In the Columbia set Encanto, Walt Disney Animation Studios animated film tells the tale of an extraordinary family, the Madrigals, who live hidden in the mountains of Colombia, in a magical house, in a vibrant town, in a wondrous, charmed place called an Encanto.

The magic of the Encanto has blessed every child in the family with a unique gift from super strength to the power to heal—every child except one, Mirabel (voice of Stephanie Beatriz). But when she discovers that the magic surrounding the Encanto is in danger, Mirabel decides that she, the only ordinary Madrigal, might just be her exceptional family’s last hope.

How Mirabel saves her family and home is the rest of the story.

Encanto is filled with magical realism and fresh music by Lin-Manuel Miranda. The film features all-new songs by Emmy, GRAMMY and Tony Award winner Lin-Manuel Miranda (“Hamilton,” “Moana”) and is directed by Byron Howard (“Zootopia,” “Tangled”) and Jared Bush (co-director “Zootopia”), co-directed by Charise Castro Smith (writer “The Death of Eva Sofia Valdez”), and produced by Clark Spencer and Yvett Merino; Bush and Castro Smith are screenwriters on the film.


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Shri Piyush Goyal

India’s AVGC Sector Can Be Global Power for Creative Talent: Piyush Goyal

admin   September 7, 2021

The AVGC sector has the potential to transform India into a global power for creative talent and help Indian society evolve by pushing it to reach the next level of learning, as well as engaging with the rest of the world by expanding in multiple dimensions, said Piyush Goyal, Union Minister of Commerce and Industry, Consumer Affairs, Food and Public Distribution, and Textiles.

Addressing the second edition of CII Summit FX 2021 – Global AVGC and Immersive Media Summit, the Minister said, “”AVGC is truly one area which has India’s creative talent at its very best. India’s agility and resilience that you have already demonstrated in the last 16-17 months through the COVID period has shown to the world that we are a trusted partner.”

Underscoring India’s “phenomenal success story” in service sector, the Minister said that India was able to fulfill all its service commitments throughout the COVID pandemic period, and is now growing at a very fast pace. “Despite facing losses in travel, tourism, and entertainment sector that we had last year, we were able to meet our service export commitments by about 97%. Indian service sector really came up to the world’s expectations, literally uninterrupted. Not a day or hour was lost in terms of whatever commitments our Indian industry had made to the rest of the world. It was astounding the way in which India responded to the COVID challenge,” he added in his address at the valedictory session.

Speaking on the potential of the sector, Goyal said that the AVGC sector can expand in multiple dimensions. “It can become multilingual, multicultural, and help Indian society evolve, and go to the next level of learning, as well as engaging with the rest of the world.” He added, that the world is looking for new avenues to meet their growing needs and Indian AVGC sector can gain the maximum as a trusted partner and become a global power for creative talent.

Citing the example of ‘Amar Chitra Katha’, he said that Indian stories can impact learning outcomes of the youth of India and can also have international appeal. “The children of today are growing up with animation, audio visuals, and comics in the form of animation. If we can expand our scope in the AVGC sector, we can actually impact learning outcomes of the youth of India, because we’ll be taking this to the rural areas of India, and really helping them understand what’s happening in the rest of the world. And you will also find a lot of hidden talent in the villages of India,” he suggested.

He encouraged the AVGC sector to look beyond boundaries and truly become an important segment in India’s global outreach in an effort to reach a trillion dollars of service export in the next 10 years. “Services sector is at a relatively smaller number today, compared to merchandise. But looking at the current speed of growth both the services and trading goods can easily achieve a trillion dollar export target. And in that M&E’s 100 billion dollar industry output will also contribute significantly to India’s exports,” the Minister added.

Hailing the efforts made by CII in promoting the AVGC sector, he invited the industry body for a meeting on Government of India’s Dubai Expo initiative, where India Pavilion would showcase the country’s diversity, its achievements and the future opportunities. “I call on all our experts from the AVGC segment from CII (and FICCI, ASSOCHAM) so that we can do an update on the curtain raiser. We can benefit from their expertise and their involvement in the larger vision to make India a success story at Dubai Expo. And going forward, I want to duplicate that in India also. I want to create a permanent pavilion like that in India,” Goyal said.

Chandrajit Banerjee, Director General, CII, highlighted AVGC sector’s contribution to India’s growth towards the $5 trillion economy target. “The sector can really double its growth rate and easily become about a trillion rupees sector by 2025. And the amount of jobs it can create is such a powerful tool. We can easily create about 2.5 million additional jobs, making it one of the most important and exciting sunrise sectors to nurture,” he said.

K Madhavan, Chairman, CII National Committee on Media and Entertainment and Country Manager & President The Walt Disney Company India & Star India, said that the goal of India’s media and entertainment industry is to reach $100 billion by 2030. “The growth target remains ambitious but not difficult to achieve, provided we get the right support from policymakers and the government. India already produces 160,000 hours of online video content every year , which is the highest in the world. We’ll see the demand for original and regional content to grow every day and more and more consumers getting access to the internet in tier-2 and tier-3 cities.”

He added that India has a massive strength of storytelling talent in the country, and the country should be able to create stories that resonate around the world. Madhavan said that there are few issues to be addressed like a clear cut roadmap for AVGC exports, creating a global b2b opportunities, encouraging increasing convergence initiative between creators and tech innovators, job creation, regional content creation and distribution hubs and support from government on various matters including the reversal of GST. “The soft power that would come from having a globally recognized media industry will have a large and multiple effects on GDP and employment,” he said.

CII SUMMIT FX 2021

Rajan Navani, Chairman, CII’s India@ 75 Council and Vice Chairman and Managing Director, Jet Line Group of Companies, said that Indian AVGC sector grew at a fast pace during the pandemic, as “we have a strong 300 million Gen Z population that probably no other country has”. He added that India has now positioned itself for being able to be a part of the explosive growth. “eSports, where we look at professional sports gamers, is an area that is increasingly becoming popular around the world. It’s a very unique confluence of technology, youth culture, social networking, entertainment, community, sportsmanship, sports, entertainment, all coming together,” he observed.

Biren Ghose, Vice Chairman, CII National Committee on M&E and Chair, CII Sub Committee on AVGC and Immersive Media and Country Head, Technicolor India, said that the 2021 edition of the CII Summit FX has seven states or representative associations on board. “We requested for a National AVGC Policy and an AVGC Skills Council. We have the draft ready for serious consideration of the government. A wonderful thing that has happened is that this industry now has become multi-ministerial,” Ghose added. He also pointed out primary grassroots level initiatives that have happened as a result of the platform provided by the CII Summit FX.

The second edition of the Animation, Visual effects and Gaming sector (AVGC) Summit is organised by CII in partnership with the Union Ministry of Information and Broadcasting (MIB); State Government of Karnataka and Software Technology Parks of India from 24th August to 29th August. The Summit which will end on August 29 has participation from over 4000 delegates, 114 expert panelists in 34 knowledge sessions. There were 21 international speakers from eight countries – USA, UK, Australia, Netherlands, Singapore, UAE, Canada, and Japan, who covered various issues concerning the global AVGC sector.


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Neerja Sekhar

I&B Ministry Promises All Support to AVGC Sector

admin   September 7, 2021

The AVGC sector will be the superstar of the new era and the Ministry of Information  & Broadcasting is committed to support the Indian AVGC sector and play a facilitator’s role, said Neerja Sekhar, Additional Secretary, Ministry of Information and Broadcasting, Government of India.

“We would like to know the expectations of the industry from the government to which we are committed to support as a facilitator,” said Neerja Sekhar at the second edition of CII Summit FX 2021.  

CII has been advocating for a National AVGC Policy to give a strong fillip to the AVGC sector by keeping in mind the requirements of 21st century. This resonated at the CII Summit FX 2021.

“We also need to collaborate with the states to promote AVGC businesses through various policy inputs. Promotion of skill sets in the sector has already been done by the Government of India through the Media and Entertainment Council,” stated Neerja Sekhar.

Neerja Sekhar emphasized that India has audiovisual coproduction treaties with 15 countries. “This can be a key for growth in this AVGC sector. We expect that these treaties will be leveraged with industry to strike more global partnerships.”

In 2020, the Ministry of Information & Broadcasting granted official co-production status to Noah’s Ark– A Musical Adventure under the Indo Brazil Audio Visual Co-Production Treaty.

In 2021, animation feature film Mia & Me — The Hero of Centopia was given the recognition as a co-production film by the Ministry of Information & Broadcasting under the Indo-German audiovisual Treaty.

Noah’s Ark– A Musical Adventure, a  co-production among Walter Salles’ Video Filmes and Caio and Fabiano Gullane’s production company Gullane, partnered with Indian animation studio Symbiosys Technologies, headed by CEO Naresh Kumar with studios in Visakhapatnam and Hyderabad.

The Hero of Centopia, is a co-production between Studio 100 Media GmbH, Studio B Animation Pty Ltd. and Broadvision Services Private Ltd.

“We hope that we can move further in this area to come up with extraordinary content, loved by not only the two co producing countries, but the rest of global audiences as well,” noted Neerja Sekhar.

“There’s so much content in our culture that we can actually learn about. Let’s look forward for promoting production of more creative and homespun stories, our  indigenous narratives and local languages, this sector can make India a hub for the toy industry, encouraging creation of digital games based on Indian characters and culture,” said Neerja Sekhar.

Speaking on the National Centre of Excellence for AVGC, Neerja Sekhar said the Ministry of Information and Broadcasting is setting up in Mumbai in partnership with the IIT Bombay is moving ahead and with  large number of courses for specialists, practitioners and beginners have been visualized and charted out.


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CII SUMMIT FX 2021 INAUGURAL

Nuggets and Highlights from the CII Summit FX 2021

admin   August 25, 2021

  • The six-day Summit FX (August 24-29) has been organised by CII in partnership with the Ministry of Information and Broadcasting; State Government of Karnataka and Software Technology Parks of India.
  • India needs an AVGC Council to integrate all the efforts being made by various State Governments, Central agencies and private combined learnings and avoid reinventing the wheel to maximize
    the availability of resources being deployed by these institutions.
  • Advocating the need for a National AVGC Skills Council, CII has emphasized that focus on education and skills will be a major pivot for the growth of the Indian AVGC sector
  • India has audiovisual coproduction treaties with 15 countries. This can be a key for growth in this AVGC sector. These treaties will be leveraged with industry to strike more global partnerships.
  • The global market size of AVGC sector is close to $260 billion to $275 billion, India’s market share is 1 per cent which comes to $2.5 Billion.  Some of the key issues for deliberation at Summit FX 2021 included defining a roadmap for exports as a key initiative and roadmap to leapfrog from current $2 billion to $20 billion creating global B2B opportunities.
  • AVGC produced locally attracts 18 per cent GST in India while there is no GST on AVGC content produced from outside the country. The government needs to abolish GST or
    reduce it to a minimum level to encourage local production.
  • eSports and Gaming are growing at a galloping speed in India. Focus on IP creation, skilling, training are key elements for the growth of the AVGC sector.
  • eSports is becoming mainstream, the cross platform play in gaming is enhancing both the opportunity and the monetization potential of this sector, 5G is set to boost cloud gaming, and more and more women will be seen playing online games in a few years from now.
  • Service exports from Animation, VFX and Gaming account for over 70%. It is a major source of export revenue for the country. Therefore, focus in the National AVGC policy should be to develop a special package to achieve higher exports and scale infrastructure facilities for the AVGC sector across every state.
  • Seeing the way that the Game Engine can function and the benefits it offers is going to be quite revolutionary for the film industry going forward. By embracing Game Engine filmmakers might actually be able to do world class work without having to dedicate huge production budgets. Unreal and Unity among others are advancing these technologies significantly.
  • The success of AVGC sector is fuelled by the respective AVGC policies and actions by the state governments of Karnataka, Telangana, Kerala, Maharashtra and  Madhya Pradesh can be emulated
    on a national level. Many other state governments are currently advancing such an agenda.
  • Each state can specialize in one particular segment of the AVGC industry, and should ensure that Indian MSMEs are given special incentives in that segment venture capital funding and startup
    labs etc.
  • The six-day virtual summit will see over 40+ Knowledge Sessions and over 100 speakers deliberating on a wide range of issues that cut across the spectrum looking to develop a cohesive industry engagement with core cross-sectoral policy dialogues and strategic exchanges.
  • CII SummitFX 2021 will see experts from the UK, the USA, Japan and key states like Telangana, Karnataka, Odisha, Madhya Pradesh, West Bengal and Jammu and Kashmir coming together to discuss the AVGC segment, and its transformation of India into a global leader. This platform will seek to curate and create an environment conducive to helping build a better future and achieve the targets of the segment.

(Highlights will be updated regularly during the CII Summit FX 2021)


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Biren Ghose

Focus on Education & Skills: Biren Ghose

admin   August 25, 2021

Advocating the need for a National AVGC Skills Council, Biren Ghose, Vice-Chairman, CII National Committee on Media & Entertainment and Country Head, Technicolor India, emphasized that focus on education and skills will be a major pivot for the growth of the Indian AVGC sector.

Presenting curtain raiser for CII Summit FX 2021, Biren Ghose said policy sessions on the AVGC sector, with focus on games in emerging verticals, sessions on eSports, virtual production, content pipeline, AVGC startup ecosystem, interaction with global masters and talents on behind the scene presentations on how to win an Oscar and talent will be major talking points this year.

Biren Ghose explained the rationale behind this year’s Summit FX theme — The Reset. “A new era of a continuing growing opportunity has emerged. The AVGC sector had so far grown in India as a B2B industry, and revenue had come from global services. The last 18 months saw a major B2C agenda and consumers embraced entertainment (streaming platforms or games) and revenues have grown exponentially higher.”

“We have the ability to increase our business by 100 per cent. But we are constrained only by the fact that we cannot, across the board, get the skill sets,” said Biren Ghose. “I think with the new education policy, we’ve got now the ability to plant the seeds at an even earlier stage.”

Biren Ghose called for the need for industry participation in at least one or two international festivals of animation, visual effects, gaming and e-sports, on the lines of participation in international film festivals. “This is where we will get the opportunity for India to present what it’s doing and how things are shaping up. It is very important to us.”

Biren Ghose called for a stable climate to attract investments as the industry has a robust ability to absorb international investments. “I will not go into detail except to say hundreds of millions of dollars of venture money has come into India in the last 24 to 36 months, just fueling the new economy in AVGC. And I think those investors are looking for a more stable and more enabling climate, in the confluence between government, industry and academia in order to redouble those efforts, because this is like the startup round of what they put in. And I think it opens the door for a lot of enlightened conversation and a spotlight on what we can do even further.”


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K Madhavan

AVGC Can Help Achieve $100 bn Target: K Madhavan

admin   August 25, 2021

The Animation, Visual Effects, Gaming Comics (AVGC) sector has the potential to be a global success story for India and can transform the same way the IT revolution did, said K Madhavan, Chairman, CII National Committee on Media & Entertainment and President, The Walt Disney Company India & Star India.

Addressing industry leaders at the second edition of CII Summit FX 2021 (Global AVGC & Immersive Media Summit), Madhavan emphasized that AVGC sector can play a major role in achieving the Indian Media & Entertainment target of $100 Billion by the end of the decade.

“The question is how fast we can travel and how fast we can aim for 5 per cent global market share with an annual growth of 30 to 35 per cent,” asked Madhavan. “This is possible if the industry, government, regulator and policy makers work together with the definite agenda and we can help achieve this target.”

The global market size of AVGC sector is close to $260 billion to $275 billion, India’s market share is 1 per cent which comes to $2.5 Billion. Some of the key issues for deliberation at Summit FX 2021 included defining a roadmap for exports as a key initiative and a roadmap to leapfrog from current $2 billion to $20 billion creating global B2B opportunities.

“We should encourage convergence initiative between the creators and technology innovators. That is very critical as the technology is changing minute by minute and how are we equipped to address this. There is huge demand for VFX and animation locally and unfortunately, we are not in a position to meet the (global) requirements,” stated Madhavan.

Madhavan was optimistic of emerging job creation and pointed out that skill and labour is a key factor in the AVGC space. “We have over 400,000 engineers coming out every year from the engineering colleges. We need to train and get them into this industry.”

Madhavan also called for a relook at GST for AVGC Sector. “We are still charging GST at the rate of 18 per cent. That’s why local production studios are forced to move the service outside India and import back to India – so that they don’t have to pay GST. This is a long waiting agenda for the industry. I request the policy makers to look at this seriously.”


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Siddharth Roy Kapur

Siddharth Roy Kapur Decodes Future of AVGC

admin   August 25, 2021

It has been a tough time for the film industry in particular the last couple of years with theaters being shut across the country. But the bright spark is obviously been the OTT platforms for making it much more accessible for audiences who’ve been in such desperate need of entertainment over the last two years, said Siddharth Roy Kapur, Co-Chairman, CII National Committee on Media & Entertainment , President – Producers Guild of India, and Founder & Managing Director of Roy Kapur Films.

Speaking at the CII Summit FX 2021, he said, “I think a lot of us in the film industry are scratching our heads and wondering what the future will hold. Now that such convenience has been so widely available to people and they’re so used to it at their fingertips, what does the future of theatrical entertainment really look like?”

He said that a big screen theatrical experience are really things that the film industry needs to focus on when it comes to creating content for the big screen. “And of course, intimate dramas and relationship movies and light comedies, etc., are more likely to be consumed on OTT platforms in the future,” he added.

According to Kapur, “And that, therefore brings me to the AVGC part of it. If we have to make these big ticket entertainers, which involve new worlds, fantasy, magic, realism, VFX, all those things that make a big screen experience really compelling, I think it’s important for filmmakers to really be able to embrace this technology and realise what it can do for their storytelling, I have to admit that the level of training in the industry, when it comes to being able to use these tools is still very, very low. And I think if we really have to move forward as a creative industry, we know we’ve got the skill sets, we know we’ve got the people to actually get the work done, but it’s about the creators embracing this as a way to tell their stories.”

Giving an example of what he meant in terms of training and skill development, he said, “I got the creator of Narcos, a show that is a global hit on Netflix down to talk to our writers and directors here in India about how to structure a series, because we’re used to making movies. And then we’re used to making daily soaps. And we haven’t ever been used to making premium quality digital content. That’s a confluence of both these, the quality of a film, but the length of storytelling and the breadth of storytelling that a series involves.”

Kapur said Narcos creator was very appreciative of the talent and he felt that there was a lot of great talent in the room. “But he did say that as with most things in India, we realise we are skipping multiple generations of growth. We are going straight from daily soaps and movies into creating long form digital premium content.”

He went on to add: “I think if there is one thing that I think that we need to focus on, it is skill development in training. When it comes to our creative people, we should be able to give them the opportunity to use the tools available to them today to be able to fly and tell the stories that they have to tell. So if there’s anything that we can do going forward in that regard, I think that’s where our focus and our attention should be. Because there are stories from India that we can take to the world and get the world to resonate with.”

Kapur concluded by saying that we need to have a Parasite, we need to have a Crouching Tiger Hidden Dragon, we need to have our movies that are able to go out into the world and do the sort of business and create the sort of popular culture and soft power that so many other countries have managed to do. “I’m sure we will do it. But it needs to happen in a more structured way. And not by default, but by design.”