Indian Animation Market Stratagies

Animation is regarded as an essential part of the creative industry, as creative or artistic effort is extensively required in the development process of animation. The animation industry in India today has emerged as the fastest growing section of the entertainment and media industry. This section has tremendous potential in creating jobs through the exploitation of intellectual property. The industry is preferred as an outsourced destination for animation work and has gained significance due to cheaper cost, skilled labour and English speaking manpower, are few among its several advantages. The animation companies and animation studios in India are partnering with international studios to develop animated projects for the audience all across the globe.

India, as Animation Hub

Today India's being the biggest hub for outsourcing animation work, is expected to grow in domestic entertainment industry as well in coming days. The 2008 report on the entertainment and media industry by Ficci-PwC Entertainment and Media estimated the Indian animation industry at USD 0.31 billion in 2007, which is forecast to grow at CAGR of 24 percent and reach USD 0.94 billion by 2012.

The potential platforms for animation include online education and industry specific applications like medical, legal, insurance, architecture, etc. As a matter of fact, Indian studios do not cater to the needs of these areas but are opened with the opportunities in segments like TV programs and feature films with skills in 2D and 3D animation.
India is gradually transforming itself as a supreme provider of animation production services for following strengths and edge in the market:

• Availability of English speaking manpower.
• Presence of several well equipped animation studios.
• Low cost of animation services.
• Heritage of traditional literature.
• India's vast entertainment sector.

Indian Animation Market

Until the animation studios made its appearance in India in the second half of the 90s, the Indian animation market was more or less static. The development of more serious activity of the industry began in earnest on this front after the export-oriented outlook came into existence. The multiple players present in the Indian animation market providing it an identity and diverse characteristic. Some of these big players include Films Division Maya Entertainment, Penda media Graphics, Acropetal, Silvertoon Studio, Zee Institute of Creative Arts (ZICA), Crest Communications, Moving Pictures, Toonz Animation India, etc. The companies are situated mainly across cities such as Mumbai, Chennai, Hyderabad, Thiruvananthapuram and Bangalore
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According to a recent NASSCOM study, the animation industry in India has begun taking shape where technical manpower, increasing demand from Indian television, establishment of more animation studios and training centres at domestic level and low cost animation production are included. The usage of animation has gradually increased in various end user segments such as advertisements/commercials, feature films, TV programs, and computer/omline games, where animation solutions have found a place in niches such as special effects, film titling, TV broadcast graphics, 3D modeling, Web entertainment programs and background development.