Multimedia and animation industry has witnessed a tremendous growth rate in last few years. Worldwide, 2D and 3D animation offers a huge potential. US and Canada, which are considered to be the hub of the animation Industry have been relying on the back office operations in Asia. Currently the market from where the work is outsourced are Korea, Taiwan and Philippines. These Asian countries have taken a lead as far as this sector is concerned.
 

Lately, the western world has recognized the latent potential and the value that India can offer. With educated and english speaking trained manpower, the US & European based production houses are looking at India as a new Animation Hub. The increased number of alliances and JVs give fillip to the fact that western world not only wants to leverage the cost advantage but also to encash upon the skills in 3D and special effects. Lot of Hollywood studios seek the services of Indian production houses for the special effects.
 

In order to accelerate this momentum, Government of India needs to take the following steps on an urgent basis.
 

1.      Setting up of a Market Development Fund

2.      To come out with innovative marketing strategies.

3.      Position India as a strong brand in animation sector.
 

These are the imperative steps that are to be taken on priority else we may loose the ground to China, which is fast emerging as a fierce competitor in this field. In addition to this we can speeden up the process of signing the Audio  Visual Co-production treaty with Canada, Germany & UK so that we can leverage the benefits of the subsidies & other incentives that these markets offer.