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A study on the trends in animation industry in India
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1
1. INTRODUCTION
1.1 PROJECT TOPIC
Trends in animation industry.
1.2 SUBJECT MATTER
Animation industry is only being surviving in India for a decade and a half it‟s
only the passion that has lead this industry alive. The industry can only respect the
creative people as per its requirements. The pipeline of this industry is the
matching of the hardware and software with complementary skills.
Right now India has an market of 2012 cr..and will grow to 4012 by 2012 for
animation.
“The industry requirement for animation is very different from that thought in
animation institutes. The support from the industry and the government support is
the only heal to it”, said by Mr. Chetan- Director, ANTS animation training
school.
What is animation?
Animation is a type of optical illusion created by the consecutive display of
images of static elements. In other words, it is the moving of diagrams or cartoons
that are made up of a sequence of images displayed one after the other. The word
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animation comes from the Latin word „Anima‟ which means soul. So put in
simple terms, it is the job of an animator to give his character a soul. Often,
animation is used for entertainment purposes. It is the persistence of vision is
often projected as the reason the eyes can be fooled into seeing continuous
movement that isn't really happening. Basically, the brain and the eyes cooperate,
storing images for a mere fraction of a second. Minor jumps or blips are
automatically smoothed out by the brain. Since animation frames are shot at very
fast rates, most individuals see the movement without stoppages.
2D Cartoon animation is often considered to be animation in its classic form. The
animated cartoon made its debut in the early part of the 20th century and calls for
the use of 24 different drawings per second. In traditional animated cartoons,
frames are hand drawn.
Animation is both time-consuming and costly to produce. For this reason, most of
the animation made for television and film is produced by professorial studios.
However, there are also many independent studios. In fact, there are many
resources, such as lower-cost animation programs and distribution networks, that
make the work of the independent animator much easier than it was in the past.
Usages of animation
Animation has many practical applications which include:
Gaming - Online interactive game, PC games, Mobile Games, XBOX,
play station, Nintendo, stimulation games etc
3
Animation services for e-learning
Graphics for CBT and WBT
Animations of process, charts etc
Simulations
Interactive learning games
CD-ROMs
Animated videos, etc
Animation services for websites
Web site design and development
Web banners and home pages
Graphics / Images
Logos for the website
UI design, etc
Animation services for organizations
Animations of prototype equipment and machinery
Corporate presentations
Animated walkthroughs
Animations of interiors
Animations of fly-overs
4
Product demos
Logo Designing
Medical animation
Animation for interior designs
Animation services for the media
1. Animated movies
2. Animated programs for television
3. Animated advertisements
Other animation services
Flash gateways
Shockwave games
Screensavers
Wallpapers
5
1.3 SIGNIFICANCE OF THE PROJECT
India has a great potential for animation industry as we have great technology,
great creative skills, huge working population. But still we lack somewhere and
not able to stand out the international market.
Some of the major issues that in dealt in India are:
Home
Institutes
o Standardization
o Accreditation
Unorganized private sector.
Bank Loan
Unnoticed Rural sector
Niche market for the product.
Competition from other genre of movie
Risk of huge investment
Completion from other nations.
Counsellor
These factor plays a very important role in pulling back the Indian animation
industry so these areas have been studied and considered in this project so that
steps could be taken to eradicate this issue.
6
1.4 OBJECTIVES OF THE PROJECT
To find why the animation industry is not that successful in India
The rules, regulations, and other factors affecting the growth of the industry
Necessary steps to be taken in developing the industry
7
1.5 LIMITATIONS OF THE STUDIES
The limitation of the study depends on various factors like
Age
This study is conducted on the students who are of the age group of from 16 to 22
years, who are in the most important phase for deciding their future.
The parents who are in the age group of 45- 55 years are taken for the survey.
Geography
The location for the study is limited at Bengaluru and Kerala, which gives good
idea about the thinking of the students of the age group of 16th
to 23rd
, also the
parents opinion can be understood here.
The branded animation follows the same course structure and therefore by
conducting survey in such institutes gives a fair idea about the course.
The animation academy almost follows the same structure so studies form these
institutes give a fair idea of the course structure.
Time
The project survey has been conducted within the time frame of 3 months.
8
2 REVIEW OF LITERATURE
2.1 INFORMATION PUBLISHED EARLIER
Chart 2.1 Market size & growth of animation
Drivers
Increasing domestic demand for animation
India emerging as animation outsourcing hub
Increase in institutions providing animation education
Increase in character licensing business
Challenges
High set up and production cost
Manpower shortage
Protection of Intellectual property
9
Future trends
Increase in budgets and realizations for animation movies
Use of animated content across sectors
Indian animation movies are gaining international appeal specially the
mythological characters
Competition
Majority of the revenues for animation companies in India are from
outsourced projects.
Indian animation companies are moving up the value chain by developing
original content.
India is the hub for outsourced animation production services as well as
developing a robust domestic market.
The sector is booming with overseas entertainment giants like Walt
Disney, Imax and Sony outsourcing cartoon characters and special effects
to India
Future outlook for animation sector is bright as Indian mythological
characters gain international appeal
10
Chart 2.2 Animation revenue split
NASSCOM
The latest report on Animation and Gaming industry in India by NASSCOM, 900-
member industry body representative of India's information technology
companies, reveals a huge growth potential in both the animation and gaming
industry in India, with revenues expected to reach $1.25 billion for the year 2009.
The report estimates the global market size (demand perspective) of industry will
witness a cumulative annual growth rate (CAGR) of 8% and is expected to reach
$75 billion for 2009. Based on this, the global animation market (from the
developers‟ perspective) is expected to increase to $35 billion for 2009 from $25
billion in 2005. The Indian animation market (from the developers‟ perspective)
was estimated at $285 million in 2005, according to the „NASSCOM Study on
Animation and Gaming Industry in India‟. It is expected to witness a CAGR of
35% from 2005-2009 and increase to $950 million by 2009. According to the
report, the market for gaming is expected to witness a CAGR of 78% and reach
$300 million for 2009 from $30 million in 2005.
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Overall market growth Developers market growth
Market size for animation
World $75 billion for 2009 $35 billion for 2009
India $950 million for 2009
Market size for gaming
World $36 billion for 2009 $11 billion for 2009
India $300 million for 2009
2.1 Table for market growth by NASSCOM
With international entertainment companies such as The Walt Disney Company,
Imax Corporation, Warner Bros. Entertainment, Universal Studios, The Cartoon
Network, Sony Pictures Imageworks Inc. and Sony Corporation signing contracts
with Indian animation companies, local animation design studios are gradually
establishing their credentials overseas and building skill sets. Companies such as
Hyderabad-based DQ Entertainment have more than 700 animators making
cartoons, television shows and full-length animated features for clients like NBC
Universal, Walt Disney and Mattel, Inc. India now has more than 100 Indian
animation companies and the list is growing. High labour costs in US and Europe
have forced even the largest production houses to source their production work
from Asian countries where jobs are accomplished at one-fourth the price.
The NASSCOM report says that with the growing business in animation and
gaming an emerging trend that can be seen in the market is a number of Indian
companies adopting a co-production business model from an outsourcing model.
India is expected to position itself as the top destination for animation work with
its bank of design and animation talent.
12
Indian companies' must also cope with the shortage of talent in the short term.
Many Indian animation companies are conducting special short-term courses for
their employees with the help of foreign experts. The NASSCOM report
highlights the fact that the growth of the mobile industry has led to a rise in
demand for the gaming industry as well. Games developed in India have been
successful internationally and therefore, are enhancing India‟s image as a country
with the technical and infrastructure capabilities to provide gaming-related
services that meet international standards.
NASSCOM‟s President Kiran Karnik believes that India‟s IT expertise and
creative skills, combined with the entrepreneurial drive of its companies, make it
well positioned to tap the potential of this growing global industry. He says, "the
rapid growth of mobile telephony, increase in personal computers and the greater
use of animation content will fuel the growth of the domestic market too."
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2.2 EARLIER FINDINGS
How is Outsourcing in India developing in India?
India is steadily growing as a major outsourcing hub.
The Indian animation industry is seen to have the potential to touch
revenues of over Rs12 billion from the current level to Rs 42 billion in
2009".
What makes India a hub for animation? Why is the sector experiencing
exponential growth?
India offers good advantages to them
Low cost
Good English speaking workforce
Talented technicians
Infrastructure
World class quality of finished work
Research of NASSCOM and the steps taken by them
NASSCOM, the apex body of IT software and services, has released its most
recent report on „The Animation and Gaming Industry in India‟, put together by
Ernst & Young. The report makes it clear that although growth has been limited
by the current economic down-turn, growth in the industry is still strong, with the
animation and gaming industries in India project to grow at annual rates of 22 and
49 per cent respectively during the next few years (to 2012).
14
It was stated that currently 15,000 people work in animation and gaming in India,
but the demand is for a similar number in the next three to four years. A couple of
people on the panel discussion following the presentation complained of the often
poor education in some institutes offering course in animation. To help correct
this, NASSCOM is helping develop a system of accreditation, which would help
improve standards and weed out the poor institutes.
Currently, 90 per cent of Indian animation revenues come from international
sources, and this makes the industry vulnerable when economic problems hit the
US and Europe. NASSCOM therefore intends to encourage the government to
make certain tax concessions and other moves in order to help develop local
demand.
NASSCOM also hopes the government and industry will work towards combating
this piracy.
15
Chart 2.3.1 Frame work for education platform for animation by NASSCOM
16
Chart 2.3.2 BAGS Frame by NASSCOM
17
2.3 RESEARCH BEING CARRIED OUT
FICCI FRAME 2010
In 2009, the Indian animation industry continued to rely on outsourced work and
co-production deals that led to a growth rate of
approximately 9 percent over 20081. While industry sentiment was low for the
first half of the year resulting in a few shakeouts, Indian studios were approached
with new projects and collaborative deals indicating that the market was looking
up once again in the second half.
The animation services segment registered a growth rate of 15 percent in 20091
but the animation industry was unable to achieve expected growth rates primarily
due to a small 2 percent growth for the product creation segment. Capacity and
product expansion was frozen by many of the studios as players tried to derive
higher value from the existing infrastructure. Theatrical projects announced in
2008 entered their final stages of production or were completed in 2009 thus
leading to minimal workforce rationalisation for leading animation studios
On the back of India‟s first mainstream Computer Generated Imagery (CGI)
feature film „Roadside Romeo‟,the Indian animation
industry saw announcements of several theatrical films for release in 2009. The
multiplex strike resulted in an oversupply of films awaiting release in the second
half of the year thus limiting the number of release windows for animated films.
18
Further, the low risk appetite of production studios and lack of institutional
funding, resulted in projects being shelved or delayed.
During the past year, no Indian animated film witnessed a theatrical release,
However, Hollywood films such as Ice Age 3 and Monsters vs. Aliens enjoyed
success on Indian screens. The release of „Avatar‟, a movie that is a hybrid of live
action and computer generated animated characters, became the largest
Hollywood grosser in India3 indicating that Indian audiences are interested in
animated content. The Hindi, Tamil and Telugu dubbed versions of the film did
equally well, highlighting the extremely responsive regional market for animated
content in India.
Animation & vfx industry (
in billion)
2006 2007 2008 2009 CAGR (06-09)
Total industry size 12.0 14.5 17.4 19.8 17.9%
Animation & vfx
industry ( in billion) 2010 P 2011 P 2012 P 2013 P 2014 P CAGR
(10-14)
Total industry size 23.2 27.8 33 39.2 46.6 18.7%
Table 2.3 Total industry size of animation & Vfx in India
“Although several films were planning to release in 2009, they didn‟t make it to
the screens. This was a function of the limited screen space available post the
multiplex strike and the lowered risk appetite of production studios which made
them pull back on a few films. 2010 looks promising with an interesting line up of
three to four theatrical releases and sentiment is positive again“. – Jai Natrajan,
EVP Business Development, Maya Entertainment
Source: KPMG Estimates, KPMG interviews
19
Chart 2.3 Size of animation & VFX in India.
While Indian animated studios are adept at 2D, 3D, and flash animation, stop
motion capabilities, even though existing, are still in their early stages with
limited potential to undertake sizeable projects. In comparison to other countries
providing high quality animation services, India offers significant cost arbitrage.
Estimated cost for
30 min of animated
content
India Korea, Philippines North America
2D Hand drawn USD 45,000 -
50,000
USD 60,750 -
67,500
USD 180,000 -
200,000
3D USD 90,000 USD 121,500 USD 360,000
Backend production USD 200,000 USD 270,000 USD 800,000
Flash Animation USD 20,000 USD 27,000 USD 27,000
Table 2.3 Comparison of cost of production of animated content
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Overall Market Growth
The Animation and VFX industry has seen an overall growth of 13.6 percent over
2008 and is expected to grow at a CAGR of 18.7 percent in the coming years to
reach INR 46.6 billion by 2014 driven by increased consumption of animated
content, creation of global IP formats, acceptance of 3D graphics and venturing
into international markets.
Future trends:
Increased consumption of animated content: Animation is considered as one of
the most successful film genres globally. With eight children channels focusing on
broadcasting animated series, India is one of the largest animation consuming
markets for television. Moreover, according to TAM data in 2009, the average
weekly time spent is the highest for the kids genre. This strong viewership is
likely to help reward the animation industry in the near future. The evolution of
this genre from kids‟ content to universally appealing content may thus be
dependent on these series receiving marketing support from distributors and
funding support for the creation of localised IP
3D formats: The number of 3D screens in India is steadily increasing supported
by an increased awareness for these formats and an enhanced consumer
experience. Reliance MediaWorks is partnering with In -Three (which recently
worked on Disney's 3D "G-Force) to create the world's largest 2D-to-3D
conversion facility, in Mumbai, that can undertake 15-25 projects per year7.
Moreover, the recent Consumer Electronics trade fair in Las Vegas also had many
technology companies displaying their next generation 3D enabled stereoscopic
21
screens for television and notebooks. With television broadcasters such as ESPN
announcing the launch of a 3D channel by the end of 20108, the demand for
animated and 3D content is set to rise, giving India an opportunity to address this
growing demand with a low cost advantage
“3D is now 2D and stereoscopy is now 3D. With the first stereoscopy film from
India for a worldwide release, the Indian animation segment is moving from the
introduction stage to the growth stage. In the next five to seven years the domestic
animation market will reach maturity.” - A.K.Madhavan, CEO - Crest Animation
Studios
Challenges
Lack of capital: The primary challenge of the Indian animation companies
continue to be centred on the lack of growth capital. The industry seeks mature
investors who have an appetite for long term investments. While DQ
Entertainment is looking to raise funds through its impending IPO, international
investors such as DE Shaw who understand the global entertainment business
have invested in Crest Animation. Hence, there is a need for investors who
understand the dynamics of the animation industry to partner with the local
businesses thus enjoying the upside potential of the Indian animation market
Talent development: The growth of animation schools within the country has led
to a deepening talent pool of animators within the country. However, majority of
these institutes are primarily focused on imparting skills for computer graphics
animation thus limiting the development for pre-production and post-production
22
work. Developing capabilities around conceptualisation of lead characters,
scripting and voiceovers could lead to creating an end-to-end delivery platform
and thus lower the dependency on outsourcing front end projects to developed
markets
Merchandising revenues: Globally, the majority of animation revenues are
earned through merchandising products. Moreover, merchandised products such
as toys, clothes and accessories with a longer shelf life than a feature film or
television series can be monetised over an extended period of time. In order to
have these licensed products sold across the world, there is a need for formalised
merchandising partners who have a strong ability to distribute and market the
products. However, rampant piracy and weak intellectual property laws have
limited the development of a complete merchandising model in India.
Regulatory Wishlist
Government sponsored Special Economic Zones (SEZs): With the Finance Bill
2010 not extending the STPI regime which expires on 31 March 2011, many
animation houses are expected to set-up new operations in SEZs However, given
the increased cost of operating out of SEZs (on account of high rental costs), the
government should consider government sponsored SEZs on the lines of
government sponsored IT Parks
Tax sops for localised content: Currently, only export proceeds are eligible for tax
sops and there is no incentive for studios to develop localised content.
Accordingly, the industry awaits a tax holiday for developing the content for the
23
Indian market. Further, the industry wants exemption from service tax for use of
specialists like game designers/senior game developers from overseas Industry
status: Animation as a sector is still to be recognised as an industry. The
government should accord such recognition to enable it to have access to several
benefits, including loans from banks, formalised policy from the concerned
ministry (including introduction of degree courses by Government universities)
Promoting the use of animation in education: The use of animation in education
programmes of the government can be effective in checking the high drop-out
rates. The government should initiate pilot projects in this direction.
Way Forward:
The evolution of the animation and VFX sector in India bears resemblance to the
IT wave that surged the country in the 90s offering tremendous potential for
outsourced services, IP creation and growing domestic demand. Some key success
factors for the animation and VFX studios going forward could be:
• Mature from a services driven business to an IP ownership model to yield better
Margins
• Invest in market research to understand consumer acceptance and create
products with better shelf life and acceptance across demographics.
• Develop scripting and other pre production abilities that have local and
international appeal.
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• Invest in strategic partnerships with studios for co-productions especially from
mature markets such as US, Canada and France
• Continue to lobby with the government for incentives to provide the necessary
boost to this sector for promoting outsourced work and co-production deals.
© 2010 KPMG, an Indian Partnership and a member firm of the KPMG network
of independent member firms affiliated with KPMG International Cooperative
(“KPMG International”), a Swiss entity. All rights reserved.
25
3 EXPLANATION
3.1 ISSUE FACED IN INDIA
Home
The problem starts from home where parents have no idea about animation
industry and not ready to let their child experiment with new streams other than
engineering and medical. The potential and creativity of children hardly matters
for anyone.
Majority of the parents decides the career for their children till now as they
believe the age group from 18- 20 years is amateurish for them.
Still majority of them decide for the career that will guarantee a secured job for
their children so they choose options like MBA, MBBS, engineering etc..
The interest and talent remain hidden and unexplored in most of the cases.
Institutes
Then comes the problem of choosing of Institutes of which most of them are ill-
equipped but students go by either brand name or fees and end up in choosing
wrong one. Even the branded one at certain areas lack trained professionals and
26
most of the local ones have no idea what they are doing. And they lack
quality of teaching even though we have some branded institutes we lack trained
professionals who can equip the students for the industry requirement. The fact is
that industry requirement for animation is very different from that thought in
animation institutes.
Standardization
Our education system lack standardisation and for that we need infrastructure and
funds from govt. also our education system lacks in quality faculty.
Also standardization is quite difficult for this course due to its dynamic nature.
Accreditation system
Educational accreditation is a type of quality assurance process under which
services and operations of an educational institution or program are evaluated by
an external body to determine if applicable standards are met. If standards are
met, accredited status is granted by the agency.
And Indian government has not provided accreditation to animation courses, as it
gives to other professional courses.
Bank loan
Since the course is not accredited and not taken up by the government the banks
in India provide on provision to give loans to the students. Thus the poor talented
students have no option to study animation as it‟s an expensive course.
27
Unorganised private players
There is a huge unregulated growth of private sector which is actually
compromising with the quality of the animation course, as they are not properly
equipped and lack course and faculty standards.
For example, Bengaluru has itself 20 training institutes and 60 campus in the
private sector which produces about 10,000 students where India has about 25
production studios in India which currently employ 15,000 people and is expected
to rise to about 30,000 by 2012. Thus this shows the lack of opportunities and the
effect of unorganised policy by the animation sector.
Unnoticed Rural sector
The talented people in the rural area remain unnoticed and they get very less or no
opportunity for them.
Niche market in India
Animated movies are still considered to be made for kids in India so has a very
confined market.
28
Competitions from other genre of movies
The other genre of movie includes Bollywood, Hollywood, regional movies like
humor, romance, thriller, family drama etc..
Risk of huge investment.
As many consecutive animation films have failed and as it can never be a low
budget production people fail to come forward for animated movies.
Competition from other nations
The main attraction of international production to came India related animation
works include low budget compared to them and good work force but now India
finds threat from nations like Korea, Philippines and Singapore.
Counsellor
The counsellor hired for the animation institutes look only for the depth of the
pocket, they don‟t care about the skills that are actually required by the child for
the course and the industry experts accept this fact as they run short of
investments.
29
4. METHODOLOGY ADOPTED
4.1 METHODS OF DATA COLLECTION
Questionnaires were the predominant method used as a means of data collection.
the questionnaire used is objective type which mainly focuses on the primary
objective of my project . The questionnaire in itself helped me in gaining better
clarity and understanding as to the subject matter and thereby helped in the
analysis and interpretation aspect.
30
4.2 SAMPLING
The survey was conducted in three phases:
Phase 1 - Parents from Kerala and Bengaluru - 200
Phase 2 - Students from Kerala and Bengaluru - 200
Phase 3 - Institutes from Chennai and Bengaluru - 10
31
5. DATA ANALYSIS
5.1 DETAILED PLAN OF ANALYSIS
Data Preparation
It involves checking or logging the data in; checking the data for accuracy;
entering the data into the computer; transforming the data; and developing and
documenting a database structure that integrates the various measures
Descriptive statistics
They are used to describe the basic features of the data in a study. They provide
simple summaries about the sample and the measures. Together with simple
graphics analysis, they form the basis of virtually every quantitative analysis of
data. With descriptive statistics you are simply describing what is, what the data
shows.
Inferential Statistics
The investigate questions, models and hypotheses. In many cases, the conclusions
from inferential statistics extend beyond the immediate data alone. For instance,
we use inferential statistics to try to infer from the sample data what the
population thinks.
32
5.2 DATA REPRESENTATION
PARENTS
Chart 5.2.1 Question on the choice of career
This question is to determine the thinking of the parents of this era, they have
maximum choice of 36% as choosing MBA- business studies for their child‟s
future. And second maximum with 22%.
The choice of animation by parents is just 3% which is comparatively very low
compared to other‟s.
What career would you like choose for your kid? Their
response
a) MBBS 32
b) engineering 45
c) MBA- business studies 72
d) IT technicians 11
e) Journalism 16
f) Film studies 14
g) animation 6
h) others 4
Table 5.2.1 Question on the choice of career
33
Chart 5.2.2 Question on the reason for the choice of animation-yes
Chart 5.2.2.1 Question on the reason for the choice of animation-no
This question was put across to analyze the reason for the basic reason for the
parents to understand the reason for the parents to send or oppose their children
for the course. Out of the parents who preferred animation as their child‟s carrier
maximum considered it as an emerging field. And the with negative response
considered animation as there was no surety of getting job.
34
If animation, why& why not? Their response
yes because
a) its an emerging field 3
b)has great job opportunities 2
c)child has got creative talents 1
d) it‟s a pride as it‟s a new course 0
No because
a)it‟s a new and risky field 67
b)there is no surety of job 78
c)not interested in films & broadcasting 49
Table 5.2.2 Question on the reason for the choice of animation
Chart 5.2.3 Question on taking it as a career prospects for their child
It is an obvious fact that the parents who have chosen animation as their child‟s
career believed that their child has career prospects in it
35
3) Do you think your child has a career
prospectus in it?
Their
response
yes 6
no 0
Table 5.2.3 Question on taking it as a career prospects for their child
Chart 5.2.4 Question on animation as a qualification
This question is to ensure that are they aware of the availability of degree courses
in animation which would their children to dedicate more time to focus on the
course and modify their talent.
4) Which kind of course of will you be looking at? And
why?
Their
response
BSc animation 4
Diploma 2
Table5.2.4 Question on animation as a qualification
36
5) Name any few animated movie?
For this question the maximum response was for the movies like finding nemo,
toy story, monster inc, up etc..
These movies have highly appreciated in India and this could one of the reason for
them to choose it as their child‟s career.
6) Name some institutes/ colleges offering animation courses
This question was asked to know the knowledge of the availability of animation
institutes in India, with maximum response for the institutes like MAAC, image,
Manipal, which are highly advertised and known by majority of the population.
37
STUDENTS
Chart 5.2.5 Question on selection of the career
This question is to determine the career choice of the students of this era with a
maximum of 28% for MBA-business studies. And the second highest for
engineering. The choice for animation was 5% that is 9 out of 200 students.
1)Which course/ career would you like to join? Their response
a) MBBS 30
b) engineering 45
c) MBA- business studies 56
d) IT technicians 22
e) Journalism 15
f) Film studies 8
g)animation 9
h) others 15
Table 5.2.5 Question on selection of the career
38
Chart 5.2.6 Question on the reason for the choice of animation
This Question is to determine the reason for choice for animation with a
maximum of 56% as they considered it be an emerging field and the second best
reason of 22% for believing in themselves having creative talents.
2)If animation why? Their response
a) it‟s an emerging field 5
b)has great job opportunities 1
c)has got creative talents 2
d) it‟s a pride as it‟s a new course 1
Table 5.2.6 Question on the reason for the choice of animation
39
Chart 5.2.7 Question for knowing the creative skill
This Question is to determine the creative skill the children have. And if interested
the child would definitely participate in creative activities like workshops, art fairs
etc.. This question also ensure them for their involvement in such activities.Most
of the students of about 56% have interest in pencil and colour drawing.
3)What kind of creative skill do you have? Their response
a)done any workshop 2
b)did any artistic related course 0
c)interest in pencil/ color drawing 5
d) nil 2
Table 5.2.7 Question for knowing the creative skill
Chart 5.2.8 Question on choosing the qualification
40
This question is to ensure that are they aware of the availability of degree courses
in animation which would help them to dedicate more time to focus on the course
and modify their talent.
4)What kind of course do you prefer? Their response
a) bsc animation 6
b) diploma 3
Table 5.2.8 Question on choosing the qualification
Chart 5.2.9 Question on the choice of Institutes
This question determine the influence of branding in the mind-set of the students
with the maximum choice of 34% with Image as their choice.
5)Which institutes would you like to study in? Their response
b) Image 3
c) Arena Multimedia 2
d) Antz 1
e) Toonz animation 2
f) others 1
Table 5.2.9 Question on the choice of Institutes
41
Chart 5.2.10 Question on the choice of geography
This question determine the geographical area where they want to do their course
with the maximum choice for Bengaluru and Kerala as the survey was conducted
there.
6)Where do you want to do your course? Their response
a) Delhi 1
b) Mumbai 1
c) Chennai 1
d) Bengaluru 4
e) kerala 2
f) others 0
Table 5.2.10 Question on the choice of geography
7) Name any few animated movie you like?
For this question the maximum response was for the movies like finding nemo,
toy story, monster inc, ice age, Madagascar, up etc..
These movies have highly appreciated in India and this could one of the reason for
them to choose it as their child‟s career.
42
INSTITUTES
The experts include Hari Kumar from MAAC, Chennai
Animation department- modelling specialist
Anand K from MAAC, Bengaluru – Aniamtion department
Animation department- rigging department.
The other institute trainers are not willing to disclose their name because of
security reasons.
1)What is the age limit for the course and why?
For this question the reply 15 years to no limit.
2)What education background do you prefer?
The minimum education background they preferred was 10th
std.
3)What all software‟s are being taught here?
Different institutes taught different software‟s which included Autodesk
maya2010, autodesk 3dsmax 2010, Houdini, softimage, Realflow, eyeon fusion,
autodesk matchover,adobe sound booth etc..
4)What is the duration of the course?
The duration of the course depends for a minimum of 6 months for diploma, 2
years for a BS.c program.
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5 years for the students who join directly to the course after finishing their 10th
in
the institute like DSK
5)What is the current industry requirement?
The industry require practical knowledge about the software‟s like Maya, 3d max
etc.. which they judge using a demo cd.
6)How is the placement cell going to work?
The parents are clearly told about how the placement cell is going to work.
The students are guaranteed about the assessment, ie.. after the completion
of the course, they are send to various production houses with their demo cd.
7)Will there be 100% placement surety or will it be on the basis of skill?
There was no 100% placement surety given by them, instead they promised 100%
assessment, which will help them to connect with the industry people.
8)Is our animation industry par with the west?
They told that our animation industry was par with the west and that was the
reason that outsourcing is so much booming in India.
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9)Name any production houses in India?
The names suggested by them was the production houses where the students after
the course is supposed to move for assessment which included Paprikas, Prime
Focus studio, Big animation, DQ, Ocher studio etc..
10) Don‟t you think govt. help like certification and financial is required for the
standardization of the course?
Most of the institutes are either certified from different process
Eg.. MAAC has Cambridge university, also some of the courses of them are under
the control of Aptech which also controls Arena multimedia.
They suggest that government certification is not what is required by the industry,
its only the talent and knowledge that they require.
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6. CONCLUSION
6.1 FINDINGS
There is a huge issue with the matter of trends of animation in India, as there is a
huge internal issues running out within the market, even though it is one of the
powerful tool to eradicate the unemployment problem in India, but still the
problem that persists.
The various issues related to the issues related to the growth of animation in India
includes issues like the mindset of parents and students, unorganized private
sector, lack of support of the government, huge investment risk, niche market and
wrong positioning for animation, completion from other genre and completion
from other nations.
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6.2 RECOMMENDATIONS
Parents and Students
It the lack of awareness about animation that pulls back them to this sector.
Institutes
Unorganized private sector
As there are proper certifications done for other professional courses similarly
government must take initiative to have a check on the facilities available at
institutes and give proper certifications if it has
Enough hardware supporting animation.
Enough software supporting animation.
Well trained professionals.
A production house.
A good placement cell.
For the niche market
Change the market trend using different marketing techniques
It is very important that the market trend for animation changes and it can be done by
some marketing techniques like advertisements using television, OOH which has a
very important role in brand positioning of many such unpredictable products.
Also mascots can be an aid for the problem, creation of mascots of famous
animated characters like mickey mouse, wall-e, avtar characters at noticeable
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locations like theme parks also shops like archies, odessy etc.. which attracts all
age groups of people.
Also to attract students they can do seminars at school creating awareness about
animation mainly focusing on the students from 12th
std.
Counsellor
They play a very important role in the selection process of the students.
Proper procedure has to followed for the selection process like entrance for
determining the talent of the student.
Bank Loan
The bank has certain norms and rules to be followed unless the course gets proper
accreditation from the government, they become helpless and deny the loan.
Unnoticed rural sector
Since the fee structure is high for the course ie..its starts from 40,000 to 2,00,000 a
for a diploma in animation, and up to 7 lakhs for a BS.c in animation it becomes
impossible for them to afford the course.
Steps have to be taken for the awareness in rural sector.
It can be resolved only when the government take initiative in standardizing the
fee structure and giving the accreditation and thereafter banks providing loans.
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Animated movie production
Genre
To compete with other genre of movies already existing the animated movies
produced must be quality enough to stand out with other‟s.
Risk of huge investment
Huge investments can be resolved only if the market can be expanded ie.. the
target group. With mass audience the risk gets lessened.
And if the above steps mentioned are taken in account then it would result in
quality production which by itself increase the demand.
Niche market for the product
The animated movie has positioned themselves as for children in India, thus has a
niche audience so the movie has to be in the standard to be liked and taken all
kind of audience.
Eg. The movie like Avtar was done in the format which was accepted by the
mass audience.
Completion from other nations.
The movies that are made internationally have high standards so to compete with
them we must make quality movies.
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7. BIBLIOGRAPHY
www.google.com
www.nasscom.in
www.sooperarticles.com
Karnataka AVG summit 2010 which was conducted at The Capitol, Bengaluru on
23rd
april 2010
The speaker‟s include
Mr. Balakrishna.M.R, president of ABAI ( association of Bengaluru
animation industry)
Mr. Ashish Kulkarni, CEO, BIG animation
Dr. Sandhya Chintala, director, Education Initiatives, NASSCOM
Mr. Rajesh Turakhia, MD, Frameboxx Animation VFX pvt. Ltd
Mr. Chetan, Director, ANTS animation training school
Mr Joshi Mark, creative director AIGA
Mr Madhusudan, Sr. VP, M&E Manipal Education
Mr. H. Kulkarni, principal, Karnataka Chitra Kala Parishat, Bengaluru
Mr B.N Vichar, sculptor to digital artists, Paprikaas
Mr. Jigesh Gajjar –head of Matchmove, MPC, London/ Suresh Hari- VFX
Supervisor, Paprikaas, Bengaluru
Mr. Manmohan Shetty, CMD, WALKWATER Media Ltd.,
Mr. Krishan Desai, Director, Programming, south Asia, Tuner (I) ltd
Mr Nishith Takia, Krayon
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Ms. Smita Jha, associate director, PRICEWATERHOUSECOOPERS
(PWC)
Mr. Anand Gurnani, CEO- Animation Xpress
Mr. Nagarajan, COO, VCL, Tata Elxsi Ltd.
Mr. Anurag Gupta, country manager, HP India
Mr. Prasad Phadke- Head of professional Solutions Business, NVIDIA
Mr. Krishna Prasad, Co- founder & CTO, Duxsoft.
Mr. Mrutyunjaya Hiremath, Industry Leader, M & E, IBM
Mr. T.S Nagabharana, Director, Chalana Chitra academy
Mr. S. Surendranath, associate chief producer, ETV networks
Mr. Yunus Bukhari, Founder, Artery animation & Vfx
Mr. Suresh, Film chamber of Commerce
Mr. N.R Vishnukumar, Director, Dept. of Information
Mr. Biren Ghose, GM, TechniclorIndia/Paprikaas
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8. ANNEXTURE
9.
Name: Age:
Profession:
PARENTS
1)What career would you like choose for your kid?
Doctor Engineer MBA- business graduate IT-technician Journalist
film industry entrepreneur any job in animation industry
2) If animation, why& why not?
Yes because
its an emerging field has great job opportunities
child has got creative talents it‟s a pride as it‟s a new course
No because
it‟s a new and risky field there is no surety of job
not interested in films & broadcasting
3) Do you think your child has a career prospectus in it?
Yes No
4) Which kind of course of will you be looking at? And why?
Bsc animation diploma
Reason__________________________________________________________________
5) Name any few animated movie? _____________________________________________
6) Name some institutes/ colleges offering animation courses_______________________________________
STUDENTS
Name: Class: Age:
1)Which course/ career would you like to join?
medical engineering animation
any IT/ computer course business course arts
2)If animation why?
its an emerging field has great job opportunities
got creative talents to prove it‟s a pride as it‟s a new course
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3)what kind of creative skill do you have?
done any workshop did any artistic related course interest in pencil/ color drawing
4)What kind of course do you prefer?
bsc animation diploma
5)Which institutes would you like to study in?
MAAC Image Arena Multimedia
Ants Toonz animation others________
6)Where do you want to do your course?
Delhi Mumbai Chennai any other specify
7) Name any few animated movie you like? And name your favourite animated character.
INSTITUTES
Name Location:
1. What is the age limit for the course and why? __________________________________________
2. What education background do you prefer? ___________________________________________
3. What all software‟s are being taught here? _____________________________________________
4. What is the duration of the course? __________________________________________________
5. What is current market requirement? __________________________________________________
6. How is the placement cell going to work? _______________________________________________
7. Do you have any link with the industry? _________________________________________________
8. Will there be 100% placement surety or will it be on the basis of skill? _________________________
9. Do parents accompany their kids while joining the course? __________________________________
10. Is our animation industry par with the west? ______________________________________________
11. Name any production houses in India? _________________________________________________
12. Don‟t you think govt. help like certification and financial is required for the standardization of the course?
If yes,
_________________________________________________________________________________________