MUMBAI: While future certainly seems to be looking up for the animation industry, it isn't as a bright option unless the producers team up with animation companies abroad for co-production deals. That seemed to be the crux of the afternoon session on Animation: Co-production and production values and expectations from Indiaat the Ficci Frames 2004.
"The rapid advancement of technology has made computer animation available to the masses and the animation industry is one of the fastest growing industries. But who are we looking at when we venture into animation? The real market lies in the US, not in India," said Phase Space International development head Ajay Koshy.
Indian producers to join hands in co-production if they're interested in pursuing their business in the animation industry.
Another dignitary who presided on the panel of speakers, DQ Entertainment Ltd, CEO,Tapaas Chakravarti, endorsed in a humorous way, "The content is the king is alright, but let us follow the British monarchy system where the Queen is the Boss, for the cash is the Queen."
Further ahead, great stress was laid on the fact that animation is all about owning the rights, but most of the Indian producers, who enter into co-production, get it all wrong. This is mainly due to the fact that their pacts and contracts run into hundreds of pages and certain important clauses are not read, which gives an opportunity for the experienced partner in the co-production to con the junior partner. "Please do take up co-productions in animation, they are required, exciting and tempting, but don't rush into things and imagine that everything will fall in place on its own," warned another speaker Animation Bridge CEO Biren Ghosh.
Another speaker, Ink Animations' managing director Bob Last, who last came to India ten years ago when produced a documentary film for Mrinal Sen, viewed that U K can be a potential partner in this regard because it encourages multi-cultural programming.
The need for animation schools in India was also discussed; there is enough talent but that has to sustain, survive, and better still, grow.
Jadoo Works COO Ashish Kulkarni was the host for the session.
