1. Introduction

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

1 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

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

 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

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.

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

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.

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

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

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.

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.

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."

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).

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.

Chart 2.3.1 Frame work for education platform for animation by NASSCOM

Chart 2.3.2 BAGS Frame by NASSCOM

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.

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.

2006 2007 2008 2009 CAGR (06-09) Animation & vfx industry ( in billion)

Total industry size 12.0 14.5 17.4 19.8 17.9%

Animation & vfx 2010 P 2011 P 2012 P 2013 P 2014 P CAGR industry ( in billion) (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 18

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 India Korea, Philippines North America 30 min of animated content

2D Hand drawn USD 45,000 - USD 60,750 - USD 180,000 - 50,000 67,500 200,000

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

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

20 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

21 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

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.

• 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.

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

25 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.

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.

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.

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.

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

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.

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.

Their What career would you like choose for your kid? 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

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.

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

3) Do you think your child has a career Their prospectus in it? 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 Their why? response

BSc animation 4 Diploma 2 Table5.2.4 Question on animation as a qualification

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.

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 37

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

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

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

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.

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.

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.

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.

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.

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

46 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.

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.

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

 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

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

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, ______