Biren Ghose: Sparking the AVGC-XR Revolution in India with ABAI

By Pickle October 18, 2024

In this exclusive interview with Pickle, Biren Ghose, President of ABAI and Managing Director of Technicolor Group for APAC, in his trade body avatar discusses how Karnataka’s AVGC-XR sector is poised for global growth, and how the state’s pioneering efforts in IP and innovation, is being taken to markets as an outreach to help the state create strategic tie up internationally and for start-ups and participants to leverage the policy initiatives and develop contacts at the important MIPCOM 2024 market.

Pickle: The Indian audio-visual is buzzing with activity. AVGC-XR is a popular trend that has spread from India to the world. The Indian Prime Minister is spearheading this effort. What are your views on this?

Biren Ghose: The Indian AVGC-XR sector is an industry whose time has come! The acronym for Animation, VFX, Games and Comics [AVGC] is fact of Karnataka origin, and the state has seen industry grow over the past 25 years, from its infancy to its status as a graduate, poised to build a future more potent than any other vertical in the Indian entertainment industry. It’s also the first entertainment sector after Bollywood movies to demonstrate both global reach and this has been achieved because of the rapid scaling of Indian talent driven services in markets with massive volumes and high-end deal flows. This services success story, is providing the fuel and momentum to drive revenues, create jobs, and exert storytelling, soft power & influence. VFX and animation will add amazing value and production potency to Indian film and TV content, bolstering the development of story universes and brand franchises with distinctly Indian DNA from our cultural vault. From the Prime Minister’s clarion call; to the Union Government’s approval of a visionary Centre of Excellence; to a finalised policy for the digital creative industries, the country is poised to establish a national AVGC-XR mission and unleash a slew of initiatives. I am proud to represent CII in this endeavour. ABAI and Karnataka have partnered to enhance Bengaluru’s national positioning and beyond.

Pickle: The National Centre of Excellence for AVGC-XR has brought in a lot of feel-good for the sector. How is it going to benefit the sector? How does your role as NCoE CEO benefit the Indian audiovisual ecosystem?

Biren: The idea of a National COE [NCOE] dates back 20 years when our industry was considerably smaller. Much of the heavy lifting in scaling talent has been done by production studios across India. However, with the global market share available and the reputation India has already gained for delivering world-class titles, the aim is to create a centre focused on talent growth, technology and storytelling innovation, syndicated & shared infrastructure, and solutions across marketing and financing India’s AVGC XR sector, all masterminded and executed at this NCOE.

As deep technologies reshape this talent led crafts industry, the NCOE shall continuously adapt to stay competitive. Collaborations and alliances with world leaders will ensure that skilling, reskilling, and upskilling including in the new era of the “AI factory stack” will be masterminded here.

“When you find an idea that you can’t stop thinking about, that’s likely a beneficial one to pursue.” That is what we, as a group, have consistently focused on. As one of the 3 interim pro bono CEOs working to establish the curtain raising 1^st phase, I can confirm that the community has come together as one to make this a reality in the next few months.

Innovation, whether in IP or technology, requires fresh approaches every 3-5 years. A hub-and-spoke model will drive ideas, with the NCOE launching soon. Bengaluru will serve as the most visible test case for our achievements, and the ABAI AVGC COE 2.0 has now been approved by the Government of Karnataka for an extension of the project to reach Beyond Bengaluru. This means that the state will already have its own ‘hub and spoke’ demonstrating the effect of how Tier 2 cities can also see a greater permeation of the industry as a successful distributed model vis a vis skills and new technology.

Pickle: Where do you see various Indian states aligning with this approach?

Biren Ghose: The states play a key role in implementing the All-India charter to drive most industries, and their influence is increasing over time.

States should leverage their unique strengths by tapping into their cultural heritage to create growth platforms with a traditional touch, similar to how each state’s distinct culture is showcased in its cuisine and hospitality, which have gained national and global recognition. Governments must streamline internal protocols, offer support, and promote seed funding to boost the ecosystem. State leaders should trust, respect, and empower local industries, allowing them to take bold steps, learn from failure, and drive long-term success through academia and industry.

States such as Karnataka have experienced these cycles, and industries such as the IT sector, aerospace, and biotechnology have already demonstrated the necessary steps for a partnership between academia, industry, and the state. We first introduced the AVGC-XR policy here, and we continue to learn how its implementation can yield greater global influence. The policies pertaining to AI, GCC, start-ups, and data centres, among others, will significantly impact and enhance the effectiveness of the state’s AVGC-XR program. Other states will follow suit. Nearly ten states are in the initial stages of this journey, with Telangana being the only one to have executed someone over the age of five.

Pickle: Karnataka already stands out significantly from other states in terms of AVGC. Now they have a 3.0 policy. How does Karnataka reward the startup ecosystem in the AVGC space?

Biren Ghose: Passion and perseverance are key factors that separate successful entrepreneurs, and the same applies to companies and their leadership. Karnataka has nurtured growth sectors through state and private programs aimed at economic and social outcomes. Key growth drivers include skills, IP creation, and start-ups, with the state offering incentives to companies like Technicolour for future growth. The Department of ITBT’s K-Tech agenda has supported the creative tech sector for 15 years. Karnataka stands out by providing services like COE incubation, ELEVATE grants, KITVEN IV equity investment, and coproduction incentives through state and MOIB/Invest India funds. Bengaluru has been the home for the worlds largest brand across VFX, Animation and Games with Technicolor. [MPC for VFX, Mikros for Animation and The Mill for experiential and brand communications]. Separately, Karnataka is India’s leading startup ecosystem, housing 45+ unicorns, with 400 of the Fortune 500 companies operating in the state across all industries.

Pickle: What are Karnataka’s goals at MIPCOM?

Biren Ghose: Karnataka has responded to what ABAI [its nodal industry body for steering and enabling the state’s AVGC-XR industry implementation] had recommended. MIPCOM 2024 is just one of those market recommendations. This follows a very successful Annecy participation in 2024.

Like a fire needs heat, fuel, and oxygen, the AVGC-XR sector requires similar elements to thrive: Here’s how:

Heat: The work to be presented to the delegation and participants is defined by the genres and segments where there is market growth in terms of “what consumers and distributors want”—what they are buying or commissioning. At Cannes, it’s about “what’s hot” in Animation and VFX.
Oxygen: Industry thrives on revenues and skills, while the state reaps benefits from taxes and jobs. Therefore, the success of markets hinges on the ability to secure projects for services or intellectual property, as well as their production and delivery. Here, the market serves as a vital source of oxygen, enabling visitors to breathe new life into local industry.
Fuel: It refers to the financial and human resources required for scaling up. Markets also attract investors and funds from various countries, and this coproduction model has turbo-charged most of the Animation and VFX-driven production for decades. Markets serve as a platform for initiating or concluding deals, thereby refuelling the order book.

What determines success is ultimately “user experience.” No matter how savvy the entrepreneur or company is, it’s mostly about the user experience.

Markets provide an opportunity to observe the exchange of goods and services. All the pavilions and stalls show their latest country and company offerings.

Buyers and co-pro seekers from around the world will provide insights into the latest consumer preferences. Generally, emerging markets have undervalued and underinvested in user experience. India’s IP development will be substantially augmented as this expertise matures.

I recommend that delegates study user-centered design if they lack expertise in it. Hire people who know it. Obsess over it. Live and breathe it. Get your whole company or content IP aligned with it. That’s why we visit markets, and strive to help our delegations and participants understand the advantages of enhanced design and design thinking.

Pickle: You are leading numerous Accelerate programs and new efforts to drive innovation and startups in the AVGC sector, what is your vision?

Biren: Karnataka’s AVGC COE 1.0 has offered significant support to start-ups through its incubation program. Likewise, ABAI has played a key role in the ELEVATE grant program, curating a discerning jury and now tracking milestones for awardees. In 2025, ABAI will launch an accelerator to further harness available funds and infrastructure under the new policy. The mantra I remind new entrants: “Chase the vision, not the money; the money will follow.”

Karnataka’s unicorns and soonicorns (unicorns of tomorrow) in games and allied industries prove that success doesn’t require genius—just a dream, support, and a scalable business model.

Pickle: What is your perspective on IP development in today’s AVGC economy?

Biren Ghose: There is a tried-and-tested formula. The AVGC XR industry knows exactly where the money is and where the distribution will pay for their IP. Recognizing that an IP or product offering will succeed if it connects customers to the future, rather than merely catching up or requiring a significant leap, is crucial when designing offerings.

Pickle: What are the three benefits Karnataka hopes to gain from MIPCOM?

Biren: ABAI will continue to support Karnataka in achieving three key goals:

Maintain Karnataka’s position as India’s top location for the AVGC-XR industry.
Attract global recognition for IP offerings, co-productions, service offerings, and establish production studios and technology centres. Karnataka shall be the 1^st state to establish collaborations in AI and cybersecurity, with a $1.25 million investment in establishing a Centre of Excellence (CoE) announced by the government.
Strengthen national partnerships via the government’s GIA program, spotlighting the “Bangalore Tech Summit” https://www.bengalurutechsummit.com/ and promoting the 20-year-old “Bengaluru GAFX” event for the AVGC-XR industry (https://gafx.in/).

We will assist participants in MIPCOM with these key strategies: