Collaboration is the Secret Sauce for True Leadership in AVGC-XR

By Pickle October 18, 2024

Ashish SK, Founder of Punnaryug Artvision and Screenyug Creation, and Chairman of FICCI AVGC-XR Forum, shares his vision for India’s future in the digital content economy.

What is your objective at MIPCOM this year, and how does it align with India’s media and entertainment ambitions?

Ashish SK: I have a series of original content from India and will be engaging with producers from the UK, Canada, France and Australia. The objective is to ensure that projects are green lit, and we would like to use the Co-Production treaties as a tool. Secondly, I can see certain technologies that are going to be there. We would like to bring those technologies into our museums. We are also taking Indian media and entertainment technology companies like DCT to MIPCOM to show the world their M&E tech solutions. DCT is a company that works with Verizon in the US and is known for making OTT services. They create platforms for streaming of live events.

Do you see Indian media and entertainment (M&E) tech companies having a significant opportunity in the global market?

Ashish SK: Absolutely. But what’s important is that media and entertainment technology will be at an all-time high as startups and existing companies realise they need complete tools and technology for content consumption, creation, automation, AI tools, production management systems, and more. This is occurring today because our startup ecosystem is booming, and India will become a key participant in content and media and entertainment technology development. People, particularly those who invest in convincing in the government to commission initiatives that would improve public information dissemination and experiences, have made this feasible.

India is building over 148 museums, all of which incorporate technology to make visitors feel engaged. When you utilise technology in a new manner, you’ll find that each place you visit has at least one or two light and sound shows and particular spaces to consume content. People visiting religious places, tourist attractions, or jungle adventures now have a variety of technological tools to learn what occurred, where, how, and the history of a tree, stone, or location. I think the whole content generation process affects them.

What impact have co-production treaties, incentives and skilling initiatives had on India’s media industry?

Ashish SK: In the past, India didn’t have co-production treaties, and this hindered international studios from working with us. But now, with systems and processes in place, studios from across the globe are seeing India as a prime destination for co-productions. These treaties, combined with the right funding mechanisms (incentives to the tune of $3.6 billion), are allowing international projects to be shot and created in India. This shift is a game changer, enabling India to showcase its talent and production capabilities on a global stage. So, how do you collaborate with other nations to build an ecosystem? You need to sign additional Co-production treaties and collaborate with like-minded nations to create content. You start cross-pollinating content production across cultures and nations. You’ll see the environment altering automatically. But with these announcements, people are noticing that capacity building and skilling and upskilling programs are gaining momentum in India, so they want to come. I was talking to a global CEO recently, and he told me there is no other country in the world where I can start a studio so easily as a foreign direct investment and scale to 500 to 1,000 people in a year or year and a half. 500 individuals would take me four to five years in any other nation. India is the only place where I can grow to 1,000+ individuals annually.

“India is emerging as a leader not only in content creation but also in media and entertainment technology, driven by innovative startups and international collaborations.”

How is AVGC-XR shaping careers and international partnerships?

Ashish SK: AVGC-XR (Animation, Visual Effects, Gaming, Comics, and Extended Reality) has become a cornerstone of India’s creative ecosystem. The skill sets required for these domains overlap, which opens a broad spectrum of career opportunities. Learning animation, for instance, enables professionals to work across visual effects, gaming, and XR.

When our Prime Minister spoke about “Create in India for the world,” it was a call to focus on IP creation, and the global market is taking note. Even in his brief address to the media, our honourable minister of MeitY, railroads, and investment talked highly of establishing Indian IP. So, in all of our proposals, we prioritise IP development. We want IP ownership to stay in India because we know it has a longer shelf life.

The landscape of international co-production is shifting, with top countries now increasingly interested in collaborating on Indian IP. For instance, if you are co-producing IP from countries like the UK, Canada, Italy, France, or Brazil, you might receive around 30% in financial returns. However, commissioning Indian-based IP could yield as much as 40%. This is the type of change we want to see, and it forms the basis of our recommendations to the government.

As the AVGC sector continues to evolve, we advocate for the establishment of multiple platforms, including public broadcasting and streaming services. These would create new monetization opportunities for Indian content creators in AVGC. Furthermore, we envision a collaborative framework where the co-production ecosystem can engage with these public channels, ensuring that producers retain their rights.

Our proposals emphasize that funding should primarily support the AVGC-XR sectors, which have become widely recognized as essential. The term “AVGC-XR” is now familiar, as people acknowledge the similar skill sets required across these fields. If you study animation, for instance, you have career pathways available in visual effects, gaming, comics, XR (extended reality), and even live-action film. Unfortunately, the reverse is not true; those trained in live action may not find the same versatility.

Interestingly, other countries are starting to take notice. Recently, a delegation from Korea visited India, equipped with specialized presentation slides highlighting their interest in collaboration. They acknowledged India’s established AVGC and XR policies as key factors in their decision. Similar sentiments are echoed by the United Kingdom, Canada, France, and Italy. These nations are now viewing India through a new lens.

Can you tell us more about the National Centre of Excellence (NCoE) for AVGC-XR?

Ashish SK: The NCoE is designed to be a one-stop facilitation center for all stakeholders in the AVGC-XR sector. Whether you want to co-produce content, access funding, or set up operations, the NCoE will guide you. It’s akin to an IIT for the media industry, offering curriculum development, partnerships, and experiential learning. With this institution in place, international players will have a clear point of entry into India’s thriving creative economy, and Indian talent will benefit from world-class training and opportunities.

“The National Centre of Excellence (NCoE) for AVGC-XR will act as a global hub for co-production, skilling, and technological advancements, positioning India as a powerhouse in the sector.”

How are Indian states contributing to the growth of the AVGC-XR industry?

Ashish SK: States are now actively competing to become hubs for the AVGC-XR industry. Kerala, Tamil Nadu, Goa, and Rajasthan, to name a few, have launched progressive policies to attract studios and startups. For instance, Rajasthan has built a state-of-the-art incubator offering free space for AVGC companies. This state-level push is crucial because job creation will largely happen in these regional centers, and states that invest in infrastructure and education will reap the benefits. I foresee major studios setting up branches in multiple states, and even state-to-state co-productions becoming a norm.

How are Indian animation studios adapting to changing global business trends, and what role does international collaboration play in their growth strategy over the next five years?

Indian animation studios are adapting to the changing global business trends by recalibrating their business plans to optimize productivity and meet international demands. As the industry evolves, many Indian studios are increasingly exploring global markets and forming collaborations with foreign studios. This trend is expected to accelerate in the next five years, with more Indian animation, VFX, and gaming companies expanding their presence globally.

International collaborations are becoming crucial for Indian studios. Countries like the United Kingdom, Spain, Italy, Russia, Australia, and Korea are recognizing the value of partnering with Indian talent. These partnerships are not only opening new markets but also enabling Indian studios to access advanced technologies, skill sets, and creative opportunities, helping them scale their operations and enhance their global competitiveness. The consolidation between Indian and foreign studios is ushering in a new era of growth for the Indian animation industry.