Saturday, October 6, 2012

Can Indian Animation Take The Big Leap?

Despite Tremendous Potential, Indian Animation and Gaming Industry is still at a Nascent Stage as Compared to the Global Market calling for Some Quick and Radical Steps to Get Going. '

The animation and gaming industry, which was once considered just for kids, has actually outstretched its reach to the youth and the experienced alike. Erstwhile animations and games like Duck Tales and Marios have now been replaced by high definition 3D movies and game consoles like Avatar, Grand Theft Auto and San Andreas, which are catering to all genres. In tandem with demand, the global animation and gaming sector too is now on a high growth path. But the basic problem for India at the moment is the fact that the country, which has been the dominant player in the field of global IT related services and outsourcing, has been cornered completely. One can imagine the scenario from the very fact that while India commands a whopping 51% share in the global IT outsourcing and BPO market, the contribution is much lesser than 10% in case of animation and gaming. So the question remains why such a situation has arisen in the first place?

Animation is not a very new concept in India. It started way back in 1974 when Doordarshan aired Ek anek aur ekta, a short educational movie in Hindi. Then the trail followed, but in bits and pieces. Gayab Aaya, which was aired in 1986 became the first animated series and finally Roadside Romeo became the first 3D animated movie in 2006. In fact, animated movies like Hanuman, Ramayana, and Jumbo have done fairly well adding an impetus to the growth of the industry in India. But despite that, as pointed out by a research report published by Deloitte and Assocham, Indian domestic animation and gaming industry is a miniscule 0.6% of the worldwide animation and gaming market. In spite of growing at a good 32% between 2005 and 2009, the domestic industry still stands at just $739 million ($122 million is animation entertainment, which includes TV, DVD, movies; $83 million is hte visual effects industry; $295 million is the custom content development industry; $239 million is gaming, out of which mobile gaming is 66 m$) whereas the global industry is pegged at $115 billion. And the reasons are manifold including lack of skilled manpower to government support to improper IP protection laws.

Says Anuj Kacker, COO, Aptech & Global Head, Arena Animations, “Availability of inadequate skilled manpower is a challenge. And at this pace [of lack of manpower], demand of animation industry will soon outrun supply.” Like the IT industry, animation too is a segment where skilled manpower is of utmost importance. As Nasscom specifies, Indian animation industry, which needed 17,500 skilled people last year, will demand 29,500 people by 2012. But due to lack of awareness about animation as a career, the supply side is going quirky. Moreover, with China and Philippines already into the low level basic outsourcing work, it’s now all the more important for India to produce skilled workers to get going. Support from the government’s side is also not very encouraging either.


Source : IIPM Editorial, 2012.

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