Srijan Digital Arts

REPORT ON PROMOTION AND AWARENESS OF STUDIO: SRIJAN DIGITAL ARTS

Submitted in partial fulfillment of the requirement for the

Award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION (2009-2012)

SUBMITTED TO: - SUBMITTED BY:- EXECUTIVE SUMMARY

The Business Administration Project has been undertaken to study the international market of Multimedia/Animation industry and to analyze comprehensively the Indian

Market scenario. The research study was conducted to find out the factors which would influence the major developments taking place in this industry, at both the global as well as domestic level.

With these objectives in mind, the information is collected from various publications related with this industry, websites, Government institutions and other secondary sources. Later on all this information was compiled in the form of presentable and highly comprehensible report.

The important outcomes are:

• The Multimedia/Animation industry is highly fragmented.

• India is the fastest growing Multimedia/Animation industry.

2 ACKNOWLEDGEMENT

Every work constitutes great deal of assistance and guidance from the people concerned and this particular project is of no exception.

A project of the nature is surely a result of tremendous support, guidance, encouragement and help.

Wish to place on record my sincere gratitude to Mr.

XXXXXXXXXXXXXXXXXXX I thank him for constructive help and encouragement throughout the project. Without his support and guidance taking this would not have been possible.

Also, wish to acknowledge enthusiastic encouragement and support extended to me by my family members. At last, I would like to thank all the faculty of business management to help me completing this project.

Im also thankful to my friends who provided me their constant support and assistance.

(XXXXXXXXXX)

Roll No.: XXXXXXXXXXXXX

3 DECLARATION

I do hereby declare that the research report titled “PROMOTION AND

AWARENESS OF STUDIO: SRIJAN DIGITAL ARTS” submitted by me in partial fulfillment of the requirement of Bachelor of Business Administration , exclusively prepared and conceptualized by me and is not submitted to any other

Institution or University or published anywhere before for the reward of any

Degree/Diploma/Certificate. It is the Original work of mine and has not been obtained from any other part.

(XXXXXXXXX)

Roll No.: XXXXXXXXXXXX

4 TABLE OF CONTENT

EXECUTIVE SUMMARY 2

ACKNOWLEDGEMENT 3

DECLARATION 4

INTRODUCTION 6

INDUSTRY PROFILE 13

COMPANY PROFILE 35

RESEARCH METHODOLOGY 52

DATA ANALYSIS 59

FINDINGS 70

LIMITATIONS 72

SUGGESTION & RECOMMENDATION 74

ANNEXURE 76

BIBLIOGRAPHY 77

QUESTIONANNAIRE 78

5 INTRODUCTION

6 INTRODUCTION: MULTIMEDIA ANIMATION

Definition

“ One of the most exciting forms of pictoral presentation is animation. Animation refers to a simulated motion picture depictingmovementof drawn (or simulated) objects. The main features of this definition are as follows: (1) picture - an animation is a kind of pictorial representation; (2) motion - an animation depicts apparent movement; and (3) simulated - an animation consists of objects that are artificially created through drawing or some other simulation method.” (Mayer 2002:88)

See also: multimedia (disambiguation page for multimedia presentation, interactive multimedia, etc.) and pages related to human information processing, in particular cognitive load.

Research

The consensus among media researchers is that animation may or may not promote learning, depending on how it is used. For these reasons the search for media effects has been called off. In its place is a search for the conditions under which various media, such as animation, affect the learning process. Taking a learner-centered approach, we aim to understand how animation can be used in ways that are consistent with how people learn. Instead of asking, "does animation improve learning?" we ask "when and how does animation affect learning?" (Mayer 2002:88)

With recent technology advances, computers now offer animated graphic devices, which seem attractive and efficient to instructional designers. However, the research carried out so far failed to establish the advantages of using animated graphics over static ones on learning. Among several problems, animations seem to increase the learners' cognitive load, hence reducing the cognitive resources available for learning.

Nevertheless, we believe that, beyond these shortcomings, animations offer unique

7 opportunities to understand dynamic systems. To bypass these shortcomings, we need to deepen our understanding of the cognitive benefits that can be expected from animations in order to turn this understanding into design principles.

The use of animations is not limited to user-system communication but is also often used in computer-supported collaborative learning. In these settings as well, the empirical studies have not confirmed the benefits that one could intuitively expect from the use of animations. This lack of positive results may be explained either in terms of cognitive load, as in user-system interactions, or may be used to the fact that peers use external representation to ground their mutual understanding. Our basic claim is that animation can effectively promote the construction of a mental model of dynamic systems since animation can depict the micro-steps of dynamic systems more easily than static graphics. However, the processing of animation induces a heavy perceptual and memory load.

8 Usages and function of multimedia animation in education

Typical usages

• To attract attention (c.f. for example Gagne's Nine events of instruction)

• To inform about the state of process (e.g. progress bars that show the

percentage of program loading)

• Démonstrations (e.g. show how a volcano may interrupt by moving tectonic

plates)

• Interactive simulations (e.g. have a learner fuel and point a rocket and then

show its flight path)

Pedagogical function

• Motivation, get students interested in some phenomenon and to explore it.

• Representation, help to support mental representation

• Organization

• Interpretation, provoque cognitive conflicts that make the students think.

9 Design principles

Difficulties

• It is very hard for learners to understand / infer from movement

• Animation has no inherent support for conceptualization

• Information is transitory

Mayer's principles

Mayer's Seven Principles of Multimedia Learning (Mayer 2002:94) of which we present a more detailed version in the multimedia presentation article also holds for animations:

1. Multimedia principle: Deeper learning from animation and narration than from

narration alone.

1. Spatial contiguity principle: Deeper learning when corresponding text and

animation are presented near rather than far from each other on the screen

2. Temporal contiguity principle: Deeper learning when corresponding narration

and animation are presented simultaneously rather than successively

3. Coherence principle: Deeper learning when extraneous narration, sounds, and

video are excluded rather than included

4. Modality principle: Deeper learning from animation and narration than from

animation and on-screen text.

5. Redundancy principle: Deeper learning from animation and narration than

from animation, narration, and on-screen text.

6. Personalization principle: Deeper learning when narration or on-screen text is

conversational rather than formal.

10 Sweller's principles

Based on his researches and on the Cognitive load theory, Sweller (2003) defines several guidelines to design efficient learning materials:

1. Split attention effect: When multiple sources of information have to be

integrated in order to understand the material, this will be negative for

learning. Typically legends should be integrated in diagrams and not be

regouped on the side.

2. Redundancy effect: The same information presented several times will be

processed several times, this is negative for comprehension since cognitive

load will increase.

3. Goal-free effect: Novice learner following specific questions while learning

(i.e. studying the material) will focus on these questions and the global

comprehension will be hindered.

4. Worked examples effect: concepts should be explained through worked out

examples (already resolved problems) in order to lower the cognitive load and

improve learning.

5. Problem completion effect: A worked example should be followed by

unresolved examples

6. Modality effect: Different messages should come form different sensory

modalities (typically visual or aural).

7. Element interactivity effect: An interactive learning material is negative to the

learning performance since it highers he split attention and redundancy effects.

8. Isolated interacting element effect: When learning complex models involving

interacting elements, every element should be presented separately before

being integrated with the others.

11 9. Imagination effect: Mentally simulate le functionning and interaction between

the elements allow expert to obtain higher results.

10. Expertise reversal effect: With expertise, several of the previous effects are

inversed. Classical guidelines of conception should then be used.

11. Guidance fading effect : While gaining expertise, learners should be less and

less guided in their pedagogical activities and exercices.

Software

There is a lot of animation software and we can distinguish several sorts. Most animations now can be delivered over the web, usually through a browser extension/plugin. We indexed software on other pages:

• Toolkits for microworlds and computer simulations. Most support animation

at scripting/authoring/user level

• Multimedia authoring systems. Today's most popular general purpose

environment is Flash

• Computer game engines (such as Neverwinter Nights (but these need a special

player)

• Internet data formats like XHTML, SVG etc. can be animated with

[ECMAScript]] (JavaScript, JScript).

12 INDUSTRY PROFILE

13 ABOUT MULTIMEDIA INDUSTRY

Multimedia is media and content that uses a combination of different content forms.

The term can be used as a noun (a medium with multiple content forms) or as an adjective describing a medium as having multiple content forms. The term is used in contrast to media which only use traditional forms of printed or hand-produced material. Multimedia includes a combination of text, audio, still images, animation, video, and interactivity content forms.

Multimedia is usually recorded and played, displayed or accessed by information content processing devices, such as computerized and electronic devices, but can also be part of a live performance. Multimedia (as an adjective) also describes electronic media devices used to store and experience multimedia content. Multimedia is distinguished from mixed media in fine art; by including audio, for example, it has a broader scope. The term "rich media" is synonymous for interactive multimedia.

Hypermedia can be considered one particular multimedia application.

Categorization of multimedia

Multimedia may be broadly divided into linear and non-linear categories. Linear active content progresses without any navigational control for the viewer such as a cinema presentation. Non-linear content offers user interactivity to control progress as used with a computer game or used in self-paced computer based training.

Hypermedia is an example of non-linear content. Multimedia presentations can be live or recorded. A recorded presentation may allow interactivity via a navigation system.

A live multimedia presentation may allow interactivity via an interaction with the presenter or performer.

14 Major characteristics of multimedia

Multimedia presentations may be viewed by person on stage, projected, transmitted, or played locally with a media player. A broadcast may be a live or recorded multimedia presentation. Broadcasts and recordings can be either analog or digital electronic media technology. Digital online multimedia may be downloaded or streamed. Streaming multimedia may be live or on-demand.

Multimedia games and simulations may be used in a physical environment with special effects, with multiple users in an online network, or locally with an offline computer, game system, or simulator.

The various formats of technological or digital multimedia may be intended to enhance the users' experience, for example to make it easier and faster to convey information. Or in entertainment or art, to transcend everyday experience.

Enhanced levels of interactivity are made possible by combining multiple forms of media content. Online multimedia is increasingly becoming object-oriented and data- driven, enabling applications with collaborative end-user innovation and personalization on multiple forms of content over time. Examples of these range from multiple forms of content on Web sites like photo galleries with both images

(pictures) and title (text) user-updated, to simulations whose co-efficients, events, illustrations, animations or videos are modifiable, allowing the multimedia

"experience" to be altered without reprogramming. In addition to seeing and hearing,

Haptic technology enables virtual objects to be felt. Emerging technology involving illusions of taste and smell may also enhance the multimedia experience.

15 Terminology

History of the term

The term "multimedia" was coined by Bob Goldstein (later 'Bobb Goldsteinn') to promote the July 1966 opening of his "LightWorks at L'Oursin" show at

Southampton, Long Island. On August 10, 1966, Richard Albarino of Variety borrowed the terminology, reporting: “Brainchild of songscribe-comic Bob

(‘Washington Square’) Goldstein, the ‘Lightworks’ is the latest multi-media music- cum-visuals to debut as discothèque fare.” Two years later, in 1968, the term

“multimedia” was re-appropriated to describe the work of a political consultant,

David Sawyer, the husband of Iris Sawyer—one of Goldstein’s producers at

L’Oursin.

In the intervening forty years, the word has taken on different meanings. In the late

1970s the term was used to describe presentations consisting of multi-projector slide shows timed to an audio track. However, by the 1990s 'multimedia' took on its current meaning.

In the 1993 first edition of McGraw-Hill’s Multimedia: Making It Work, Tay

Vaughan declared “Multimedia is any combination of text, graphic art, sound, animation, and video that is delivered by computer. When you allow the user – the viewer of the project – to control what and when these elements are delivered, it is interactive multimedia. When you provide a structure of linked elements through which the user can navigate, interactive multimedia becomes hypermedia.”

The German language society, Gesellschaft für deutsche Sprache, decided to recognize the word's significance and ubiquitousness in the 1990s by awarding it the title of 'Word of the Year' in 1995. The institute summed up its rationale by stating

"[Multimedia] has become a central word in the wonderful new media world”.

16 In common usage, the term multimedia refers to an electronically delivered combination of media including video, still images, audio, text in such a way that can be accessed interactively. Much of the content on the web today falls within this definition as understood by millions. Some computers which were marketed in the

1990s were called "multimedia" computers because they incorporated a CD-ROM drive, which allowed for the delivery of several hundred megabytes of video, picture, and audio data.

Word usage and context

Since media is the plural of medium, the term "multimedia" is a pleonasm if "multi" is used to describe multiple occurrences of only one form of media such as a collection of audio CDs. This is why it's important that the word "multimedia" is used exclusively to describe multiple forms of media and content.

The term "multimedia" is also ambiguous. Static content (such as a paper book) may be considered multimedia if it contains both pictures and text or may be considered interactive if the user interacts by turning pages at will. Books may also be considered non-linear if the pages are accessed non-sequentially. The term "video", if not used exclusively to describe motion photography, is ambiguous in multimedia terminology.

Video is often used to describe the file format, delivery format, or presentation format instead of "footage" which is used to distinguish motion photography from

"animation" of rendered motion imagery. Multiple forms of information content are often not considered modern forms of presentation such as audio or video. Likewise, single forms of information content with single methods of information processing

(e.g. non-interactive audio) are often called multimedia, perhaps to distinguish static media from active media. In the Fine arts, for example, Leda Luss Luyken's ModulArt brings two key elements of musical composition and film into the world of painting:

17 variation of a theme and movement of and within a picture, making ModulArt an interactive multimedia form of art. Performing arts may also be considered multimedia considering that performers and props are multiple forms of both content and media.

18 Usage

A presentation using Powerpoint. Corporate presentations may combine all forms of media content.

Virtual reality uses multimedia content. Applications and delivery platforms of multimedia are virtually limitless.

VVO Multimedia-Terminal in Dresden WTC (Germany)

19 Multimedia finds its application in various areas including, but not limited to, advertisements, art, education, entertainment, engineering, medicine, mathematics, business, scientific research and spatial temporal applications. Several examples are as follows:

Creative industries

Creative industries use multimedia for a variety of purposes ranging from fine arts, to entertainment, to commercial art, to journalism, to media and software services provided for any of the industries listed below. An individual multimedia designer may cover the spectrum throughout their career. Request for their skills range from technical, to analytical, to creative.

Commercial

Much of the electronic old and new media used by commercial artists is multimedia.

Exciting presentations are used to grab and keep attention in advertising. Business to business, and interoffice communications are often developed by creative services firms for advanced multimedia presentations beyond simple slide shows to sell ideas or liven-up training. Commercial multimedia developers may be hired to design for governmental services and nonprofit services applications as well.

Entertainment and fine arts

In addition, multimedia is heavily used in the entertainment industry, especially to develop special effects in movies and animations. Multimedia games are a popular pastime and are software programs available either as CD-ROMs or online. Some video games also use multimedia features. Multimedia applications that allow users to actively participate instead of just sitting by as passive recipients of information are called Interactive Multimedia. In the Arts there are multimedia artists, whose minds are able to blend techniques using different media that in some way incorporates

20 interaction with the viewer. One of the most relevant could be Peter Greenaway who is melding Cinema with Opera and all sorts of digital media. Another approach entails the creation of multimedia that can be displayed in a traditional fine arts arena, such as an art gallery. Although multimedia display material may be volatile, the survivability of the content is as strong as any traditional media. Digital recording material may be just as durable and infinitely reproducible with perfect copies every time.

Education

In Education, multimedia is used to produce computer-based training courses

(popularly called CBTs) and reference books like encyclopedia and almanacs. A CBT lets the user go through a series of presentations, text about a particular topic, and associated illustrations in various information formats. Edutainment is an informal term used to describe combining education with entertainment, especially multimedia entertainment.

Learning theory in the past decade has expanded dramatically because of the introduction of multimedia. Several lines of research have evolved (e.g. Cognitive load, Multimedia learning, and the list goes on). The possibilities for learning and instruction are nearly endless.

The idea of media convergence is also becoming a major factor in education, particularly higher education. Defined as separate technologies such as voice (and telephony features), data (and productivity applications) and video that now share resources and interact with each other, synergistically creating new efficiencies, media convergence is rapidly changing the curriculum in universities all over the world. Likewise, it is changing the availability, or lack thereof, of jobs requiring this savvy technological skill.

21 Journalism

Newspaper companies all over are also trying to embrace the new phenomenon by implementing its practices in their work. While some have been slow to come around, other major newspapers like The New York Times, USA Today and The Washington

Post are setting the precedent for the positioning of the newspaper industry in a globalized world.

News reporting is not limited to traditional media outlets. Freelance journalists can make use of different new media to produce multimedia pieces for their news stories.

It engages global audiences and tells stories with technology, which develops new communication techniques for both media producers and consumers. Common

Language Project is an example of this type of multimedia journalism production.

Engineering

Software engineers may use multimedia in Computer Simulations for anything from entertainment to training such as military or industrial training. Multimedia for software interfaces are often done as a collaboration between creative professionals and software engineers.

Industry

In the Industrial sector, multimedia is used as a way to help present information to shareholders, superiors and coworkers. Multimedia is also helpful for providing employee training, advertising and selling products all over the world via virtually unlimited web-based technology

Mathematical and scientific research

In mathematical and scientific research, multimedia is mainly used for modeling and simulation. For example, a scientist can look at a molecular model of a particular

22 substance and manipulate it to arrive at a new substance. Representative research can be found in journals such as the Journal of Multimedia.

Medicine

In Medicine, doctors can get trained by looking at a virtual surgery or they can simulate how the human body is affected by diseases spread by viruses and bacteria and then develop techniques to prevent it.

Document imaging

Document imaging is a technique that takes hard copy of an image/document and converts it into a digital format (for example, scanners).

Disabilities

Ability Media allows those with disabilities to gain qualifications in the multimedia field so they can pursue careers that give them access to a wide array of powerful communication forms.

Miscellaneous

In Europe, the reference organisation for Multimedia industry is the European

Multimedia Associations Convention (EMMAC).

Structuring information in a multimedia form

Multimedia represents the convergence of text, pictures, video and sound into a single form. The power of multimedia and the Internet lies in the way in which information is linked.

Multimedia and the Internet require a completely new approach to writing. The style of writing that is appropriate for the 'on-line world' is highly optimized and designed to be able to be quickly scanned by readers.

23 A good site must be made with a specific purpose in mind and a site with good interactivity and new technology can also be useful for attracting visitors. The site must be attractive and innovative in its design, function in terms of its purpose, easy to navigate, frequently updated and fast to download.

When users view a page, they can only view one page at a time. As a result, multimedia users must create a ‘mental model of information structure’.

24 INDIAN ANIMATION INDUSTRY

The Indian animation industry encompasses both 2D traditional, and 3D animation, as well as visual effects for feature films. Although India's film industry has a long history, it is a relative newcomer to the world of animation.

History

The first animated film from India is considered to be "Ek Anek Aur Ekta", a short traditionally animated short educational film released in 1974 from Doordarshan's

Film Division. Doordarshan is a government run public television service in India.

The film is presented as a fable meant to teach children the value of unity. After its success, more shorts were produced by Doordarshan. This was the first time that original animated films from India were broadcast on national television in Hindi.

The first Indian animated television series is Ghayab Aaya, aired in 1986 and directed by Suddhasattwa Basu.

The first Indian 3D animated film is Roadside Romeo, which was a joint venture between Yash Raj Films and the Indian division of the Walt Disney Company. It was written and directed by Jugal Hansraj.

Themes

Recurring themes include Indian culture and historical developments of India.

Examples include Hanuman which dramatizes the life of Hanuman, a Hindu God, and

Dashavatar based on the ten Avatars of Lord Vishnu.

Awards and festivals

24FPS Animation Awards is a celebration of animation excellence and recognition of the best animation talent in India. Organized with the aim of creating a platform that motivates, hones and showcases Indian animation and student talent. Annually held

25 24FPS Animation Awards is amongst the premier animation competitions in the country. It is organized by Maya Academy of Advanced Cinematic (MAAC). The 24

FPS Animation Award 2005-06 had more than 250 students that participated from across India. 24 FPS acts as a catalyst to bring the students & studios at one platform wherein the students showcase their skills in front of the top industry professionals & studios, which in turn acts as a placement platform for the students.

Anifest India is an annually held animation festival with an education track. The focus is on technical and hands-on presentations with case studies from top professionals across holistic disciplines of art, animation and filmmaking. On the education side, premier schools and educators from all over India and overseas present their approach and viewpoints. The best student, faculty and professional films get showcased at the

TASI Viewers Choice Awards (TVCA), an audience award which for many attendees is their first taste of attending a film festival and voting. Over three thousand people attend the festival which in recent years has spanned three entire days.

Societies and organizations

The Animation Society of India (TASI) is a non-profit organization with its head- office in Mumbai. It aims to educate about the emerging animation technologies and at the same time provide a platform for exchange of creative and technical information within the existing art and animation fraternity in India. It also hosts

Anifest India, the biggest annual animation festival in the Indian subcontinent, which features the TASI Viewer's Choice Awards. It also hold technical and in-depth workshops and sessions nearly every month.

26 Market

The Indian animation industry was estimated at $354 million in 2006 and was forecast to reach $869 million by 2010. Animation in India is currently riding on two key factors - a large base of highly skilled labour, and low cost of production. While the industry is gaining prominence steadily, several important factors such as the government's role in supporting the animation industry, and producing original content locally.

In 2009, the state of the animation industry in India, was growing at a CAGR of 30%, is estimated to reach US$ 1.5 billion by 2005.

Some of the other estimates of the NASSCOM report on animation indicate the following:

• The global entertainment market will generate a demand for animation

production services of the order of US$ 37 billion by 2003

• In the non-entertainment segment the demand for animation production

services will touch US$ 14.7 billion by 2015

• The global film/TV program production market will create a US $ 17.5 billion

revenue opportunity for animation production houses

• The Indian gaming industry was estimated at nearly $48 million in 2006 and is

expected to cross $424 million by 2010.

Pune, is competing with Hyderabad and Mumbai to be the country's animation hub.

With the sector facing severe human resources shortage, more and more studios are increasingly venturing into animation training. Chetan Deshmukh, an animator and special effects expert, recently shifted his base to Pune from US. He has worked on

Hollywood movies like Chicago and Shanghai Knights. The Mahratta Chamber of

Commerce, Industries and Agriculture (MCCIA), a premier body of industries in and

27 around Pune region has launched a programme to catapult Pune as a global hub for animation and gaming. It has recently formed a group of professionals, training institutes and celebrities to implement the initiative, with filmmaker Amol Palekar has as their brand ambassador.

28 Comparison with the global scenario

The total global animation production figures, according to the NASSCOM

Animation report, range between US$ 16-31.5 billion for the year 2000. Statistics for

2001 stand anywhere between US$ 25 billion and US$ 38 billion. Analysts estimate that the global animation production rose to about US$ 45 billion in 2002.

Ventures

Continuing its impressive financial run, Chennai-based Media Technology Company

Sanraa media,has signed a £ 2 million deal with the global production company

Endemol, UK for the production of the animated series The 99, which is based on the illustrated comic The 99. The 99, a 3D animation series, will comprise 26 episodes will be done by Sanraa Media and day-to-day production will be overseen by

Endemol.

The co-production deal also entitles Sanraa Media to the rights of distributing the series in India, Indonesia, Malaysia, Pakistan, Sri Lanka and Thailand.

Animation institutions

• Cavalier Animation

• Arena Animation Academy

• Pixelloid Studios

• RightBrainFX School of Graphics-Mumbai

• Picasso Animation College

• Graphiti School of Animation

• Zee Institute of Creative Art

• IMAGE College of Art Animation & Technology

• IMAGE Institute of Multimedia, Arts & Graphic Effects

29 • JIMMC School of Animation, NOIDA

• National Institute of Design, Gandhinagar

• Clusters College for Media & Design

• Frameboxx Animation and Visual Effects

• MAAC (Maya Academy of Advanced Cinematics)

• Sanraa Media Knowledge Center

• Vismayasmax Institute of Animation Film Making, Trivandrum

• Birla Institute of Technology, Jaipur & Noida

• Whistling Woods, Mumbai

• Xplora Design Skool

• Picasso Animation College

• International Academy of Computer Graphics (IACG), Hyderabad

• St. Xavier's College (Kolkata)

• Fantazia Animations (Ludhiana)

• Ants Animation

• Big animation studio(reliance) (pune)

30 Animation studios/companies in India

Animation studios in India including television channels and production studios.

Cornershop Animation Company Pvt Ltd,

• Jawaharlal Nehru Architecture and Fine Arts University

• International Academy of Computer Graphics (IACG), Hyderabad

• Tigerbells Animation Studio

• Graphiti Multimedia Pvt Ltd

• Snipple Animation

• Octave Simulations

• Source Animation Studio, India

• DQ Entertainment

• Pixelloid Studios

• 2D 3D Animation Studio (India)

• DMP Animations and Media Pvt Ltd, India

• Bluegrass Studios

• Brain Arts Studio Ahmedabad

• Buena Vista International India

• Cartoon Network (India)

• Sanraa Media Ltd

• Tata Elxsi

• Future Thought Productions

• Phoebus creations

• Reliance MediaWorks Ltd

• UTV Toonz

• Crest Communications

31 • Chimmera Animations Pvt Ltd

• Heart Entertainment

• Jadoo Works

• Prana Studios

• Oxygen Animation Studio

• Pentamedia Graphics

• Toonz Animation

• Super Audio (Madras) Pvt Ltd

• Techzone Multimedia (P)Ltd Jabalpur Madhya Pradesh India

• Bellpepper Animation

• Zica Animation Mangalore

• Picasso Animation College

• Sohan Technologies, Vijayawada

• Rasterr animation studio

• Vismayasmaxanimation Studios. Trivandrum

• VenSat

• Aarka

• Amplecreation, Calicut,Kerala

32 List of Indian animated movies

• Ek Anek Aur Ekta (1974)

• Ramayana: The Legend of Prince Rama (1992)

• Pandavas - The Five Warriors (2000) - National Award in the category of

Best Feature Film in English 2000 & Second Best Animated Feature Film

Award in Vancouver Effects & Animation Festival, 2001.

• Hanuman (2005)

• The legend of Lord Buddha (animated film) (2005)

• Kittu (2006)

• Krishna (2006)

• Return of Hanuman (2007)

• Roadside Romeo (2008)

• Dashavatar (2008)

• Ghatothkach (2008)

• Cheenti Cheenti Bang Bang (2008)

• Jumbo (2008)

• Arjun – The Warrior Prince (2009)

• Bal Ganesh (2009)

• Lav Kush - The Warrior Twins (2010)

• Toonpur Ka Superrhero (2010)

• Ramayana The Epic (2010)

• Koochie Koochie Hota Hain (2011)

• Alibaba Aur 41 Chor (2011)

• Delhi Safari (2011)

• My home is Green (2011)

33 List of animated movies and TV series produced in India

• The Adventures of Tenali Raman :The Adventures of Tenali Raman (26 X 11

min) is India’s first animated 2D television series by Toonz Animation India.

• Twisted Whiskers : 26-episode computer-animated television series based on

the characters developed by American Greetings. Produced by American

Greetings Properties, co-produced with DQ Entertainment Ltd. and

Moonscoop.

• Little Krishna : 13 episodes 3D animated series produced for global audience

by BIG Animation (I) Pvt. Ltd. and The Indian Heritage Foundation in both

languages Hindi and English. Aired on Nickelodeon on May 2009.

• Chhota Bheem :Super hit series on Pogo 'Chhota Bheem' produced by Green

Gold(co-production with Turner International). It started as a 13-episode TV

series, and based on the popularity it got extended and till date more than 60

episodes were delivered and work is underway on more episodes.

• Krishna Balram : 26 stories, of 22 minutes duration each, follow through the

capers of Krishna, Balram and Radha. Once again by Green Gold Animation.

This series aired on Cartoon Network.

34 COMPANY PROFILE

35 WELCOME TO WORLD OF CREATIVITY

SRIJAN DIGITAL ARTS

Colors, dreams and fantasy. Here in Srijan digital arts we create thought, dreams and make all that alive with arts & 2DAnimation, 3D Animation, and other designing tools along with company professionals. SRIJAN DIGITAL ARTS provides a very comprehensive good product, development and a quality designing services expertise to accelerate the development of products and reduce time. Srijan Digital Arts provides means to examine the future and drawing up the plan of action. We aim at improving the quality of project at reasonable cost. Ensuring the quality product. We give the benefit of research and technological improvements to our client.

36 SRIJAN DIGITAL ARTS provides a very comprehensive good product, development and a quality designing services expertise to accelerate the development of products and reduce time. Srijan Digital Arts provides means to examine the future and drawing up the plan of action. We aim at improving the quality of project at reasonable cost. Ensuring the quality product. We give the benefit of research and technological improvements to our client.

DESIGN AND DEVELOPMENT

Based on your business needs and branding directions, we work with you to create a plan for a unique and distinctive technical solution. Website design takes much more than just programming expertise and technical skills. Implementing the plan; developing graphic components, writing code and programming, testing, validating and documenting the work effort. We checkpoint with you to make sure that we are meeting your initial needs as well as any that may come up during the development cycle.

WEB DEVELOPMENT

Web development is one of the main directions of our company activity. We develop websites for our client needs not just to release our ambitions. Websites developed by our company have a goal to help our clients to make money and they always return investments. Today a web site is a complex solution that goes with many important components: web interface design, usability, programming and much more. They are also actively trying to find better ways to integrate their businesses virtually with partners, vendors, suppliers and customers.

37 ANIMATION AND GRAPHICS

Animation and graphics is our key feature. We design and develop animation and graphic for batter communication. Visual representation is an important thing for the representation of clients. We work with 3D animation, 2D animation and Graphic.

We are having expertised in the following areas

• Website Designing

• Short movie creation

• 2D-3D Animation

• Advertisements

• Website Intros

• Graphic Designing

• Logo Designing

• Character designing

• CD Presentation

• Professional Training

38 SRIJAN DIGITAL ARTS CLIENTS

• Kriti Prakashan Limited

• Lupin Limited.

• Entertainment Tax Dept. UP (Inspector’s Association)

• Rajkiye Nirman Nigam Limited, UP

• Vikash Publishing House Pvt Ltd

• Er-Dr Acad Pvt. Ltd.

• SMS (School of Management Sciences) Group

• Rajarshi Rananjay Sinh Institute Of Management & Technology (RRSIMT)

• Techno Institute Of Management Sciences (TIMS)

• Technoval Institution (Tally Academy)

• Prem Group

• GRS Technologies

• Impact Education Institute

• SBHS Pharma

• Expander Fitness Center

• Audio Wallahs

• Nath Ji Agencies

• VR Foods

• Integrated Labtech Engineers

• Buddy Davis Garment retail chain

BUSINESS ASSOCIATES

39 • Damasinfo Limited

• MY5 Technologies Pvt. Ltd.

TRAINING

Srijan Digital Arts also develope creative manpower for the industry. Our professionals and training staff are here to help you realize your dreams, they are highly acclaimed people with years of industry experience..

Our course curriculum is highly researched and developed by industry professionals, who tell us what skills are required for the industry. This means that your education is relevant, practical and Industry specific.

40 SRIJAN DIGITALA ARTS TRAINING INSTITUTE

Srijan Digitala Arts Training Institute Provides Professional Taining to produce quality manpower for the Designing and animation industry.

Welcome to the world of creativity, colors, dreams and fantasy. Here in Srijan digital arts we create thought, dreams and make all that alive with arts & 2D Animation, 3D

Animation, and other designing tools along with company professionals.

Srijan digital arts are uprising in the field of animation development & training education with specialists in 2D & 3D animation. Here we provide skills-based educational programming thatintegrates theory with application, preparing students for careers in visual and performing arts, business, community services and technical fields to students of all age groups and backgrounds.

Provide creative services in the following fields:

• Website Designing

• Short movie creation

• 2D-3D Animation

• Advertisement making

• Professional Training

41 WHAT ANIMATION IS..!

A simulation of movement created by displaying a series of pictures, or frames.

Cartoons on television is one example of. Animation on computers is one of the

chief ingredients of multimedia presentations. There are many software

applications that enable you to create animations that you can display on a computer monitor.

Character Animation is an art and craft that can be mastered through practicing,

making mistakes, learning from those mistakes, asking for feedback from others,

and practicing some more. We teach our students the skills necessary to become

great animators; our students must then take those skills and add their own creativity in order to be out-of-this- world rockin’ animators.

The road to mastering animation skills is not always easy and as it is in pursuing any dream, there will be obstacles along the way. Students may feel at times that learning these new skills is difficult or they may even doubt whether or not they are even cut out to be animators,These feelings are common and when those thoughts come up, students will need to lean on their passion and drive to help make it through the tough spots along their journeys. Adjusting your mindset to that of being an animator is so much more important than knowing any one tool. At SRIJAN we’ve made it our goal to provide our students with animation knowledge that will last them a lifetime.

42 Courses offered by Srijan Digitala Arts Training Institute

1. ADVANCE ANIMATION

Sketching / Sculpture

• Fundamentals of Sketching

• Shapes

• Anatomy

• Perspective Drawing

• Color concept

• Visualization

• Project

Digital Graphics

• Graphic Theory

• Color Theory

• Consept Graphics & Media

• Professional Image Editing

• Graphics and Illustrations

• Vector compositions

• Project

Character Design & Animation Theory

• Story Concept and Development

• Character Design

• Storyboarding

43 • Projects

2D Animation

• Paint and Animate

• Lip-sync Technique

• Background Creation / Composition

• Character movements

• Projects

3D Animation

• 3 Dimension Concept and Theory

• Low Polygons Modeling

• NURBS Modeling

• Texturing, Lighting, Camera

• Animation

• Projects

Audio and Video Editing

Portfolio Creation

Internship Project

Minimum Duration : 15 + 3 Months

44 2. DIGITAL ARTS

Sketching / Sculpture

• Fundamentals of drawings

• Color concept

• Visualization

• Shapes

• Anatomy

• Project

Digital Graphics

• Graphic Theory

• Color TheoryConcepts

• Graphics & Image Editing

• Project

Web Graphics & Animation

• Graphic Designing for web

• Flash animation

• Project

2D Animation (Basics)

• Designing

• Shape Animation

• Story Concept and Development

• Basic Character Design

45 • Project

3D Animation (Basics)

• 3 Dimension Concept and Theory

• Low Polygons Modeling

• NURBS Modeling

• Texturing, Lighting, Camera

• Animation

• Project

Print & Publishing

• Graphics and Illustrations

• Vector compositions advertising

Audio and Video Editing

Minimum Duration 8 Months

46 3. GRAPHIC/WEBSITE

Graphic Designing

Designing Basics

• Fundamentals of Sketching

• Color concept

• Visualization

• Shapes

Graphics Concepts

• Color Theory

• Concepts Graphics & Media

• Professional Image Editing

• Vector compositions

• Graphics and Illustrations

Project

Minimum Duration 4 Months

47 Website Designing

Designing Basics

• Fundamentals of Sketching

• Color concept

• Visualization

• Shapes

• Graphics Concepts

Graphic Theory

• Professional Image Editing

• Web Graphics & Animation

• Graphic Designing for web

• Basic Animation and Scripting

• Project

Internet & HTML

• World Wide Web Concept

• HTML using Dreamweaver

• Web Publishing

• Project

Minimum Duration 3.5 Months

48 4. WORKSHOP

Animation Workshop

• Basics of drawing

• Story development

• Sound recording

• Technique of animation

• Short animated Story

Minimum Duration 1 Months

For kid from class 5 to 12th workshop start on every summer and winter holidays.

49 SWOTANALYSIS

STRENGTHS

There are some very important points which have been carrying forward by me in this part-

 Strong brand name.

 Effective and efficient management.

 Adaptability with changing market trend and demand.

 Strong market strategy.

WEAKNESS

 Lack of proper man training.

OPPORTUNITIES

 With growing market so handsome opportunity to increase sales and capture

market.

 Continuously increasing demand for animation projects in the market.

 Easily new techniques are being promoted by the company having existing

one.

 Competitive weakness for other companies.

 Very good Customer Relation Management.

50 THREATS

 Change in scenario of people.

 More competitors.

 Unpredictable market conditions.

 Changing economy.

 Lack of staff for proper investigation.

51 RESEARCH

METHODOLOGY

52 OBJECTIVES OF THE STUDY

 The main objective of the project is to analyze and study in efficient way the

current position of SRIJAN DIGITAL ARTS.

 To perform SWOT analysis of SRIJAN DIGITAL ARTS. This would help us

identify areas of potential growth.

 The study was aimed to perform awareness of SRIJAN DIGITAL ARTS.

 Another objective of the study was to perform Competitive analysis between

SRIJAN DIGITAL ARTS and its competitors.

 To understand the reasons behind the purchase of SRIJAN DIGITAL ARTS

services.

53 SCOPE OF THE STUDY

This study basically tries to discover the current position of SRIJAN DIGITAL ARTS in the market. It also tries to discover the preferences of the clients when posed with a choice between SRIJAN DIGITAL ARTS and other companies. It is primarily directed to the general public but was done only in Lucknow

54 RESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring the needed information. It is overall operational pattern or framework of the project that stipulates what information is to be collected from which source by what procedure.

There are three types of objectives in a marketing research project:-

• Exploratory Research.

• Descriptive Research.

• Casual Research.

1. Exploratory Research:-

The objective of exploratory research is to gather preliminary information that will help define problems and suggest hypothesis.

2. Descriptive Research:-

The objective of descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.

3. Casual Research:-

The objective of casual research is to test hypothesis about casual and effect relationships .Based on the above definitions it can be established that this study is a

Descriptive Research as the attitudes of the customers who buy the products have been stated. Through this study we are trying to analyze the various factors that may be responsible for the preference of SRIJAN DIGITAL ARTS.

55 SOURCES OF DATA

The data has been collected from both primary as well as secondary sources.

SECONDARY DATA:-

It is defined as the data collected earlier for a purpose other than one currently being pursued. As a researcher I have scanned lot of sources to get an access to secondary data which have formed a reference base to compare the research findings. Secondary data in this study has provided an insight and forms an outline for the core objectives established. The various sources of secondary data used for this study are:-

 News papers.

 Magazines.

 Text books.

 Marketing reports of the company.

 Internet.

PRIMARY DATA:-

The primary data has been collected simultaneously along with secondary data for meeting the established objectives to provide the solution for the problem identified in this study. The methods that have been used to collect the primary data are:-

 Questionnaire.

56 RESEARCH MEASURING TOOLS & TECHNIQUES The primary tool for the data collection used in this study is the respondent’s response to the questionnaire given to them. The various research measuring tools used are:-

 Questionnaire.

 Personal interview.

 Tables.

 Column charts.

57 SAMPLING DESIGN

An integral component of a research design is the sampling plan. Especially it addresses three questions: Whom to survey (sample Unit), how many to survey

(Sample Size) and how to select them (sampling Procedure). Making the census study of the entire universe will be impossible on the account of limitations of time and money. Hence sampling becomes inevitable. A sample is only his portion of population. Properly done, sampling produces representative data of the entire population.

SAMPLE SIZE:-

Through questionnaire – 100 respondents.

SAMPLING TOOL:-

Questionnaire was used as a main tool for the collection of data, mainly because it gives the chance for timely feedback from respondents. Moreover respondents feel free to disclose all necessary detail while filling up a questionnaire. Respondents seeking any clarification can easily be sorted out through tool.

AREA OF SURVEY

Survey of taken on selected areas of Lucknow, this survey was taken mostly in

Colleges of Lucknow.

58 DATA

ANALYSIS

59 DATA ANLYSIS

1. Do you know about animation?

YES 87%

NO 13%

Interpretation: It was found that 87% respondents are aware of Animation.

60 2. Have you ever used animation/multimedia services or products of any company?

Yes 59%

No 41%

Interpretation: Amongst all of the respondents only 59% have used the animation services of any company.

61 3. Which of the SRIJAN DIGITALS ARTS products/services you have used?

Website Designing 11%

Short movie creation 7%

2D-3D Animation 23%

Advertisements 41%

Others 18%

Interpretation: Amongst all of the respondents who availed services of SRIJAN

DIGITAL ARTS, 41% people avail the services or products for advertisement purpose.

62 4. Are you satisfied with the services of SRIJAN DIGITAL ARTS?

Yes 93%

No 7%

Interpretation: Amongst all of the respondents most of the people are satisfied with the services of SRIJAN DIGITAL ARTS.

63 5. Are you satisfied with products of SRIJAN DIGITAL ARTS?

Yes 89%

No 11%

Interpretation: Amongst all of the respondents most of the people are satisfied with the products of SRIJAN DIGITAL ARTS.

64 6. How will you rate the creativity of SRIJAN DIGITAL ARTS?

Good 77%

Average 21%

Bad 2%

Average 2%

Interpretation: Amongst all of the respondents most of the people rate Good to creative team of Sri Jan Digital Arts.

65 7. Will buy another company’s products if get at cheaper price?

Yes 49%

No 51%

Interpretation: In response to switching to other company’s services at lower price, respondents were divided. Like 51% said they will not switch over but 49% said that they can switch to other company’s services.

66 8. Do you want company to launch more new products?

Yes 97%

No 3%

Interpretation: Most of the respondents think that company should launch new products.

67 9. Are you satisfied with the price range of Products of SRIJAN DIGITAL

ARTS?

Yes 89%

No 11%

Interpretation: It was found that most of the respondents were satisfied with the price range of Company’s Services and Products.

68 10. Are you satisfied with the quality of SRIJAN DIGITAL ARTS?

Yes

Interpretation: It was found that most of the respondents were satisfied with creativity of SRIJAN DIGITAL ARTS.

69 FINDINGS

70 FINDINGS

By the help of analysis & interpretation of the data we come to some findings, these findings are as follows.

 SRIJAN DIGITAL ARTS products have good market position in the regional

market.

 Most of the customers are satisfied with the quality & availability of SRIJAN

DIGITAL ARTS products & services.

 Increasing price of SRIJAN DIGITAL ARTS products is the big challenge for

the SRIJAN DIGITAL ARTS, because these products are available in the

market at the comparatively lower price.

 Customers want to make the availability of the SRIJAN DIGITAL ARTS

products much earlier..

 Few customers are not satisfied with the price of the SRIJAN DIGITAL

ARTS. They suggest the reduction in the price of SRIJAN DIGITAL ARTS

products & services.

 Some customers want to improve the category of the SRIJAN DIGITAL

ARTS of presentation.

 Most of the customers are aware about the new SRIJAN DIGITAL ARTS

products. That is Internet is the main source of making the customer aware

about the SRIJAN DIGITAL ARTS products.

71 LIMITATIONS

72 LIMITATIONS

 Some of the respondents were not cooperative.

 Some respondents were hesitating to give the details.

 Biasness is another limitation that the scope of the survey.

 The reliability and scope of survey greatly relies on the cooperation of the

respondents.

 Due to illiteracy of some respondents, specific information could not be

recovered.

73 SUGGESTIONS & RECOMMENDATION

74 SUGGESTIONS & RECOMMENDATIONS

1. More marketing is required for the SRIJAN DIGITAL ARTS.

2. Make the customers aware about the SRIJAN DIGITAL ARTS products through different mode of advertisement.

3. Presentation of the products should be reusable that helps to reduce the price of the products.

4. More On line information about the SRIJAN DIGITAL ARTS products & services should be facilitate by the company.

5. There should be regular visit for getting the customer feedback about the SRIJAN

DIGITAL ARTS services and products. This helps to know the changing demand of the customers.

7. For fulfilling the increasing demand of SRIJAN DIGITAL ARTS products the company should try to increase the new ideas.

8. Company should try to provide discount on bulk purchasing. And also provide some offers & schemes for sales promotion.

75 ANNEXURE

76 BIBLIOGRAPHY

Websites : www.srijandigitalarts.com

http://www.google.co.in

http://wikipedia.org

Magazines : Business Today

Newspapers : The Economic Times

The Financial Express

77 QUESTIONNAIRE

NAME ……………………………………………

ADDRESS…………………………………………………………

TEL. NO. ………………………………………………………….

1. Do you know about animation?

YES

2. Have you ever used animation/multimedia services or products of any

company?

Yes

3. Which of the SRIJAN DIGITALS ARTS products/services you have used?

Website Designing

Short movie creation

2D-3D Animation