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“GROWTH AND DEVELOPMENT OF INDUSTRY IN ” –A case Study of PARAM INFOTECH, SHIVAMOGGA CONTENTS Chapter -1 INTRODUCTION . General Introduction . Specific Introduction Chapter -2 RESEARCH DESIGN . Objectives . Methodology . Scope of the Study . Limitations of the Study

Chapter –3 HISTORY AND GROWTH OF ANIMATION . Introduction . Global outlook and development of the Animation . Acceleration of Growth in the World . Uses of Animation . 12 Basic principles of Animation

Chapter –4 ANIMATION INDUSTRY IN INDIA . Introduction to India . Animation in India . On the Growth Track . Scope for Career Growth . India Growing Entertainment Sector

1 . India-a hot spot for Animation industries

Chapter –5 ANIMATION IN . Animation in Bollywood Industry . Animation in

Chapter –6 FUTURE PROSPECTIVE OF ANIMATION . Demand for Animation . Animation industry records a high Growth . India a strong and career friendly . Growth of industry expected by NASSCOM . Key findings of the NASSCOM study on Animation and Gaming industry in India

Chapter –7 PROFILE OF THE CENTER

Chapter – 8 ANALYSIS OF SURVEY AND INTERPRETATION

Chapter – 9 SUGGESTIONS AND CONCLUSION

ANNEXURE o Questionnaire o Bibliography

2 Chapter -1

INTRODUCTION

 General Introduction

 Specific Introduction

3 INTRODUCTION General Introduction

This is the study which I have taken to know analyze and interpret the increasing importance of animation influenced by ten famous animation industries like heath Disney and now Growing from the earlier stage from 1950’s it has opened its own domestic animation industries. In the next 3 years India would service more than. $ 2 Billion of business according to the study conducted by the Anderson consulting states”. Thus, bring curious about the fact that India is developing in its animation business, to know the road of animation business to its Global level, this study has been undertaken, Thus witnessing a valuable and an important Growth of animation industries of India in the Global market.

Exploring the Wonderful World of Animation Have you ever imagined how your favorite cartoon show would look like without applying animation techniques? Would it be then as interesting as it is? No ways! Fascinating world of animation prompts us to laugh when we watch talking and squealing animals chasing each other and performing amazing feats.

4 Specific Introduction The word animation is derived from a Latin word anima, meaning soul i.e. when life breathes into characters. Animation literally means "The state of being full of life" or "lively’’ and in terms of its practical application it denotes "the techniques of filming successive or positions of models, to create a giving an illusion of movement". It is the art of bringing something to life by using special effects, unbelievable graphics and exotic technologies. It is a world of amusing news, a world where even vindictiveness seems harmless. Animation is a unique . With its universal language, it is becoming important as it gives soul to the and create moving images. Technically speaking, animation refers to a sequence of frames which, when played in a systematic sequence, at a particular speed, presents a smoothly moving image as in a film or a . An animation can be in the form of digitalized video or based graphics, or a combination of both. Its application is varied and ranges from special effects in films and to modeling and animation for computer games, for engineering or legal studies, etc. Animation is certainly not a child's play. Besides meticulous planning and coordination of several activities, hours are required to create a single second of animation film. That is why, a typical Hollywood movie needs the services of 700-800 .

5 The advent of animation took place in Hollywood first, when blockbusters like 'Batsman' and 'Stuart little' attracted the eyeballs of public. In India, few animated characters like 'Moogli', 'Chacha Chaudhary' made their mark in early 90's. But, with the release of 'Krrish', 'Koi Mil gaya', 'Hum Tum' where actors performed amazing feats, is an eye opener for what animation and 3D modeling stands for. Basically, there are two kinds of technologies used in animation i.e 2D and 3D techniques:

Kind of

2D and 3D animation In simple words, 2D means two dimensional. By using this technology, image can be seen from two dimensions only. 3D refers to three dimensions, by the help of which, an image can be viewed from three dimensions. To understand it in a better manner, we can say, 2D refers to a square drawn on a piece of paper where only the length and breadth of it can be seen while a cube is an example of 3D figure which shows its length, breadth as well as height. In other words, "the creation, display and manipulation of objects on computer in two dimensions" is called 2D. Here, objects can be seen when constructed from two dimensions only (height and width, rows and columns, etc.).

On the other hand, 3D technology helps in animating objects that appear in a three dimensional space. They can be rotated and moved like a real object. Earlier, animated images could be viewed in two 6 dimensions only but advent of 3D technology has revolutionized the world of animation.

Computer Animation is one of the exciting of the multitude of applications spawned by the advent of . Animation can make a series of dead images come alive.

It is possible to categorize animation into various types

. Stick figure animation . Cartoons . like figure Animation Among all of the above, animating the human face is the most difficult task as each human face is unique and generating a life like representation of the face is really difficult. The Human Face is a complex object which can be easily represented in two dimensions on a computer. However, to obtain a three dimensional representation of the same is an intricate task. There are three steps in the animation of the human face . Developing the model for the face . Modifying the facial expression . Generating the images

7 . There are three approaches to facial animation . animation This requires complete specification of the model for each facial expression. The key frame for these expressions are different for individual frames.

. Parameterisation In this model proposed by Parke and then by Waters, sets of parameters define the conformation in the expression of the face. However, the transformation specified by these parameters being rather global, it is difficult to model complex expressions.

. Muscle based modeling In this method, suggested by Platt and Badler, muscles are geometric deformation operators. Many muscle units and their parameter values must be specified to simulate natural expression.

8 Chapter – 2 RESEARCH DESIGN

 Objectives of the Study

 Methodology of the Study

 Scope of the Study

Limitations of the Study

9 RESEARCH DESIGN

Objectives of the Study . To Analyze and interpret the increasing importance of animation industry in India. . To know the development of animation industry in India. . To analyze the career scope of animation Industries. . To know the role played by the animation Industries in Global level. . To analyze the importance of role played by the animation industries towards domestic companies. . To know the role of animations in field of marketing. . To analyze the importance of animations in various sectors. . To know the role played by the animation industry in the field of commercial Business . To study the elements of animation to know the importance of animation industry to our nation.

Methodology: The data are collected from primary data and secondary data.

Primary sources: It consists of survey through questionnaires and observations. The survey was conducted by issuing the questionnaire to animation interested students.

10 Secondary Sources: It includes information through published sources. The secondary data is collected from websites, broacher, magazines, and newspapers.

Scope in Animation Animation rumble up the world and it is becoming essence of the time. The boom in the arena of animation has affected all the segments in the genre. Presently it has explored the world of: Entertainment world Game development Advertising world Film Industry Print Media Websites Virtual Reality

Entertainment world Whether it is TV soap, news media or film industry, animation is becoming very popular because practically every TV channel wants to present its stories in animated format. Scope in entertainment sector is increasing. One can start his/ her career by working as a story board artist, background designer, and modeler and so on. Today, a number of institutes provide specialized training in film animation that can easily enroll in the glamorous field of entertainment.

11 Game development Game development industry has emerged as one of the strongest beneficiaries of 3D technology and this has again spawned the companies like Sony and Microsoft into action with their competitive games. In fact, games market is thrice the size of Hollywood movie industry. Games have made their presence in hundred of homes and opened up another fascinated field for animators. The future of gaming is bright in India. People with creative minds can give a try.

Advertising World There is a variety of opportunities for innovative, fast paced and collaborative mind. However, the biggest consumer of computer animation is advertisement industry. From low and title scrolls to high and visual effect for TV commercial, its animation all the way.

Film Industry Experts feel that animation can help in making difficult content easier to understand, particularly if the subject matter is dynamic. Animation is superior to the static graphics in depicting dynamic content because animation can portray the dynamic explicitly. That is why, film makers are shifting towards this medium.

Print Media

12 Print media demands animators specialized in 2D animation. They are generally known as Graphic Designers. Graphic designers can build up their career in newspapers, magazines, journals, companies producing publicity materials, etc.

Limitations . Lack of adequate data. . Lack of fluent communication. . Lack of active involvement . It is very costly. . Concentrated only in Metropolitan cities.

Lack of adequate data: While going through this study I found the difficulty of inadequate data. The general public wont get much information about animation industries, only the people who are related to these industries have the knowledge about the animation each and everyone from a child to an adult have the curiacity to know about the animation. So, it must be provided.

Lack of fluent communication: The very next limitation which I found while studying about animation industries is there is communication between the people who are related with animation industry and the genetal public. If there is no proper communication between these two people then there is no chance

13 of knowing about each other. The animators who is to prepare the animation they cant able to know the likes and dislikes of the public and in the same way the general public also cant able to know how the animators work. So, it is necessary to have a fluent communication between the people of animation industry and the general public.

It is very costly: The most important draw back of the animation is that the courses which are offered are very costly the people from middle class families cannot able to afford it . It is not at all within the reach of the common people. So, the people who are interest to learn cant able to fulfill their desire.

Lack of active involvement: As in the case of other business or other industrial fields there is no active involvement of the people who are concerned with the animation industry.

Concentrated only in Metropolitan cities: The animation training centres are concentrated only in metropolitan cities, therefore it becomes very hard to the interested people who are from other areas to know or to join the courses. So th animation training centres must also move towards other areas also. Then, it will become easy to each and every person who are interested in this field to know and to learn about it.

14 Chapter –3

HISTORY AND GROWTH OF ANIMATION IN INDIA

 Introduction  Global outlook and development of the Animation  Acceleration of Growth in the World  Uses of Animation

Basic Principles of Animation

15

Chapter –3

HISTORY AND GROWTH OF ANIMATION

Introduction A forerunner of today’s comic strip can be found in Egyptian wall decoration. In successful panels it depicts the action of two wrestlers in variety of holds. In one of Leonardo da Vince’s most famous illustrations he shows how the limbs would look in various positions. Giotto’s angels seem to take flight in their respective motions. The Japanese used strolls to explain stories in continuous form. Since the beginnings of time, human beings have tried to capture a sense of motion in their Art. From the eight legged bear in Alta Mira caves of Spain to alongside the long dead pharaoh’s these quest for capturing motion has been a common theme throughout many of mankind’s artistic endeavor. In early twenty’s the popularity of animated cartoons was on the decline, and movie exhibitors were looking elsewhere for the alternative entertainment media. The public were fed up, where the old formula of stringing sight gag’s together without including a story line or any character development. What the art of animation would accomplish was not evident in this period, except for the works of ‘winsor or mccay’ such as 1914. The major accomplishment was that he had developed a character in his dinosaur; this had an galvanizing effect on the audiences. The notion of a dinosaur coming to life on the screen

16 was astonishing of all the early animations, felix the cat developed the strongest screen personality, but failed to develop any further, relying on crude visual tricks to entertain the audience as opposed to developing a stronger screen person. A big change came over the industry in mid twenties; commercialization big studios took over the smaller cottage industry & cost standards for animation. ’s were given quota on number of drawings they had to produce in a day. Cartoon’s now had to manufacture in quantity & cheaply. The same gag’s were worked & reworked. Audiences became apathetic of seeing drawings come to life wore off this caused a depression in the animation business that coincide with the depression of ecomnomy in the United States.

Global outlook and Development of the Animation

The use of digital technology to produce visual effect for features films is at an all time high. Today, virtually every Hollywood movie employs digital effects in one form or the other. In 1989 approximately 600 animators in the industry made a full time living in the digital film effects and the industry spent less than $100 million for the development of the effects, on less than 30 shots but, today more than 100,000 animators make a full time living through the creation of digital film. The use of digital technology to produce usual effects for feature films is at an all development activity. This seege in demand has spurred

17 a significant growth in the industry and has created high paid jobs for hundreds of artists and other technical specialists.

Acceleration of Growth in the world

The global digital animation industry is estimated to grow a whopping $300 billion by 2008 from the current size of $ 170 billion according to the speakers at ego 2005 meet which showed the sign of development of the animation industry. However, the speakers were cautions in qualifying the growth figures with ‘ifs’ & ‘buts’ blaming the nebulous state of industry would wide. The speakers are also of view that the North America’s predominance in the industry has been fastly declining with contents producer’s increasingly resorting to offshore development. They said though there is rapid growth in 2d animation movies, the real value & skill lies in the development of the 3d animation contents. They said that the Asia Specific countries emerging as the favorite destination for offshore content development with the major studies outsourcing their work to the companies in the countries, however the high end of the production line still remains in north America.

Animation [creating a whole new world] The world of animation is a world were imagination meets reality where dinosaurs walk across silver screen and where the mind blowing websites greet the cyber voyager and take him on a journey of discovery.

18 Animation is an art of capturing the series of individual movements, whether on film or on a digital form and replaying them in a rapid succession to give the illusion of movement. It can be achieved through the picture drawn on a paper or other medium. With clay figures or or using computer generated images.

How Animation works? Prior to the advent of computer, artists used to sketch the figures on paper first and these hand-sketched frames were then moved very fast in front of a projector so as to give the impression of fast and uninterrupted movements. But, the process faced a limitation of being confined to the particular scene within a given space.

Another drawback was that the details of movement could not be drawn. Also, this process was very tedious. The artist had to hand draw the scene character numerous times and he could not afford to be inconsistent even to a small degree. But, now these sketches are made on computer thereby enabling the artist to make drawings in an effortless manner. After the structuring of models, they are textured, titled and finally animated as per requirement of the story. And then, animation is rendered or processed as a picture (or frames) which are coupled with the audio and final product is ready. Use of modern animation techniques have widened up its scope. Now, animation is not confined to movies. It has entered the numerous fields where opportunities for upcoming animators are likely to grow up exponentially.

19 As per a study conducted by National Association of Software and Services Companies (NASSCOM) study, the Indian animation industry is at $550 million and is expected to touch the growth rate of 30 % annually by the year 2008. This study reveals that India will receive more than $2 billion worth of animation business in next three years. To meet the demand of industry, more than 20,000 job opportunities are waiting to come up in the next three years. Wide application of animation, right from the movies, entertainment to education and other areas like TV, business, product promotion, websites, architecture and virtual reality has contributed a lot to its growth.

How do Animators work? Animators create a sequence of motion pictures that tell a story or communicate a message. Traditional animators draws each picture individually on a paper & which are transferred in to a film and when played back rapidly (about 25 Frances per second) give us the effect of motion. However these days the advent of 3d studio max, alias etc nearly all animation work is being done on computer animator’s rely less on traditional graphic designs expertise and more on proficiency on using the animation software. However good skills are always on asset. Nearly all animators are a part of a team and have a specific area of specialization. Some of these areas include, , three dimensional animation etc some of animators work on individual character’s scenes or sequences, others may work on assembling these

20 together to form a complete picture. All works done by animators has to confirm to the script and specifications laid down by the director.

Uses of animation We are immersed in animation in a variety of forms. I have devised the following diagram to illustrate the various uses of animation:

Using the categories of entertainment, education and advertising, the various applications of animation can be seen to be connected with the common element of using animation as a graphic enhancement.

21 Educational animations are animations produced for the specific purpose of fostering learning. The popularity of using animations to help learners understand and remember information has greatly increased since the advent of powerful graphics-oriented computers. This technology allows animations to be produced much more easily and cheaply than in former years. Previously, traditional animation required specialised labour-intensive techniques that were both time-consuming and expensive. In contrast, software is now available that makes it possible for individual educators to author their own animations without the need for specialist expertise. Teachers are no longer limited to relying on static graphics but can readily convert them into educational animations.

Entertainment The most common application of animation is in entertainment, primarily cartoons. Educational cartoons are referred to as teaching episodes because they usually don't have the personification elements contained in most cartoons. Special effects are also a common use of animation. They are known as Computer Generated Imagery (CGI) when enhancing actual film for a movie.

Advertising

22 Most TV commercials contain elements of animation. These can range from the inclusion or brand names and logos to complete animated imagery. When you consider that TV advertising is the sole revenue source for funding commercial television, the value of animation should not be underestimated. Most good ads are entertaining but advertising is designed for promoting sales or product awareness regardless of entertainment value.

Education There are three uses of animation in education. • Teaching episodes • Learning environments • Educational games

23 Chapter –4

ANIMATION INDUSTRY IN INDIA

 Introduction  Animation in India  On the Growth Track  Scope for Career Growth  India Growing Entertainment Sector

 India-a hot spot for Animation industries

24 Chapter –4 ANIMATION INDUSTRY IN INDIA

Introduction Animation history in Asia was started in early 1940’s and was heavily influenced by the needs of studios and Disney in particular. Exposure to foreign tradition, training abroad & foreign assistance were some of the important factor behind the animation tradition in countries like , , Korea & India. In all such instances however Asian artists adopted those elements that fits their own culture although it was more pronounced in China especially after 1949 and Japan, Korea & India than elsewhere. The mature animation production countries in Asia include Japan, Korea, & as animation business is lucrative and Labour intensive (70 percent to 80 percent of cost go to Labour) business other Asian countries such as India, China, Vietnam, Malaysia & have recently started their own industries. The early animation in Asia was predominantly influenced by . Thus, china’s smiling monkey was a copy of Mickey mouse and India’s. The pea brothers (1934) considered by some as India’s first India’s theoretical film was said to be similar to animators of Walt Disney.

25 Animation in India A recent study conducted by the Andersen consulting states the Indian animation industry is currently pledged at $550 million is stated to clock of growth rate of 30 percent annually in next 3 years and is expected to reach $15 billion by 2008. In next 3 years India would receive more than $2 billion worth animation business, according to the study. Meanwhile NASSCOM estimates the current global animation market to be worth around $45 billion & expects to jump between $50 billion and $ 70 billion by next year. It also states that India could use 3 lakh professionals in context development and animation by 2008, up from 27000 three years ago. The Indian advertising Industry has actually pioneered the use of animation in India Advertisements are using animation to capture the viewers imagination & also animations are touted to be the next big thing on internet as soon as the bandwidth constraint will be resolved. Another area the animators has a lot of scope in the high end game technology. This has a huge market globally requiring both software & animation (creative skills).

On a growth track (growth) Apart from the local market, India is fastly emerging as an important as an important destination for outsourcing assignments for Global studio’s such as & . India is increasingly presenting itself as the favorable destinations for animation

26 Industry, particularly in the post production & 3D context development activity. The surge in demand has spured significant growth in the visual effect industry and has created jobs for high paid visual artists and technical specialists. There is also potential for the country to become global hub. Animation as a promising business proposition in the field of serious interests in India. India has seen at least 75 large animation post production studios coming up in less than 5 years. Indian Animation is marching towards achievement in the arena of creating new products & establishing their own intellectual property rights. In this regard India has advantages over not only China but the rest of the world with its rich history & cultural of story telling along with the high quality artistic ability. In India a new animation revolution is under way with generation next bring exposed to the world class animation from TV Channels such as cartoon network, Disney channel, hungama, pogo and Animax. This is also creating a domestic market for the Indian animation products.

Scope for career growth The animation industry in India is in its infancy and offers a lot of scope for career growth. There is a significant demand for highly skilled & trained work force that merges technical and artistic capabilities. There is an immediate need to increase the awareness about the industry to attract talent and to offer training programs that trains talent comprehensively in all the skills but also focuses on skills that best suits the individual aptitude.

27 The animation Industry offers career opportunity in a range of activities from technology based job such as scanning, compositing, digital ink & paint and games designing to creative guys like visual effect supervisors, 3d modelers and character animators.

India's growing entertainment sector Owing to the prolific entertainment segment, India has a huge potential to expand the use of animation techniques in this sector. Hence, animation has a bright future in entertainment world too.

Animation has been a major money churner in most of the countries and India has taken a lead in 2D and 3D computer generation animation with an added advantage of cheap and English speaking workforce. Gradually, our country is turning to be a hunting ground for the western world. And, the international animation industry is looking towards Asian nations as the cost of real estate, studio space and outdoor location in thir country sky rockets. Credit goes to India's IT expertise and creative manpower, combined with the entrepreneurial drive, making it well positioned to grasp the attention of this fast growing industry. The rapid growth of mobile devices, increasing number of personal computers and the greater use of animation in movies are contributing to the growth of domestic market. As such, trained man power is in demand for achieving such initiatives.

28 India - a Hot Spot for Animation Industry  English speaking manpower India has sufficient English knowing manpower. This is particularly beneficial when the work is outsourced to India. Moreover, numbers of initiatives are underway in the country for producing skilled English speaking manpower for the animation market.

 Presence of well equipped animation studios: Many metro cities in India have hi-tech animation studios and their number is steadily increasing. These studios have all the world class facilities with appropriate hardware, software and communication infrastructure. These studios are successfully meeting the deadlines of the projects from overseas companies because of sufficient creative and skilled animators.

 Low cost of animation services:

As compared to countries like US, Canada, Korea and Philippines, Indian has relatively lowest cost in terms of animation techniques. NASSCOM study reveals that the rate of production of half an hour TV animation program is around US$250,000-400,000 in US and Canada while it is only. $ 60,000 in India.

 Entertainment industry

29 Entertainment industry has a lot in store for animators. In this glamorous field, animators are in high demand. According to experts, entertainment industry is one of the fastest growing industries in India. Animation in movies is becoming huge rage as its viewership is not restricted to kids only but adults are also joining this bandwagon. With the craze towards animation among the viewers, the industry would need considerable trained manpower in this field.

 Other Options Animation has much wider spectrum than one can think of. In India, there are multiple areas which are still in infancy and are promising an attractive career prospects, yet to be explored. For instance, animation is used in fashion industry, textile industry, virtual reality and many more. "In India, animation industry is catching up the spark but there is lot more to come up. In abroad, even toddlers are taught how water goes into air and how it comes down and all this is shown on computer screen with the help of animation techniques. It becomes easy for the students as they can recall easily what they see rather than what they mug up from the books and enables the students to understand the concept properly", said, Mr. Kirti, Director of Arena multimedia, Pitampura centre, Delhi. Advent of animation has provided a broader scope and dimension to the all the related fields because of Static 3D object modeling and scene designing through computer graphics. Offering ample opportunities to those who are planning to gear up their career in animation.

30  Skills Required To become a good animator, one must possess necessary creative skills. He/she must be creative and should have ability to visualize, imagine, understand the concept and implement it with clarity. A good animator must have proper Knowledge of basic computer techniques. "Anybody who wants to succeed in, this field must have knowledge of computer tools as one has to learn computer software during the course. Sometimes, we came across instances where some students having immense creativity but no computer knowledge. Here, we taught the very basics of computer applications. Thus, for getting into animation, your interest and creativity are primarily important.", said Mr. Shrikant, teaching in Maya Academy (Noida).

 Job Prospects Animators find job in various fields whether it is print, electronic, web, architecture, interior designing, gaming or textiles etc. Opportunities for animators are splurging up and these are likely to grow.

 Career Prospects Indian animation industry though a late starter is on the threshold of a boom period and so has a great career potential. India has great mythological stories and characters, good artists and technicians. Numerous job opportunities are available in India as well as abroad in the exciting field of animation. It opens the door to film industries such 31 as Hollywood, which is the world of special effects and imagery for films. Specialized computer knowledge and skills are essential for various jobs in the field of animation. It is a booming industry with wide job openings and one can work on full length animation movies or any other related fields like television, advertising industry etc. An Animated , which offers considerable employment prospects, is a combined talented effort of a wide variety of artists.

32 Chapter -5

ANIMATION IN BOLLYWOOD

 Animations in Bollywood  Animation in films  Indian animation industry

 The future of animation-2 D or 3D

33 Chapter -5 ANIMATION IN BOLLYWOOD

Animations in Bollywood The first prototype of SGIC computer workstation was given free of charge in 1984 to George Lucas, the creator of star was series of movies from small step SGI emerged as a Hollywood’s favorite computer supplier. In traditional animation, realistic effect were achieved by painstaking drawings or models for each Frame of a film, a very Labour intensive process. Today most animation & special effects are created inside “virtual words” where computer’s automate much of the work. SGI computers have been instrumental in such transaction, producing some special effects for some bollywood’s biggest block buster, as well as for video’s and television ads. In 1995 the feature film animated entirely computer generated, Walt Disney company’s , was created with sgi’s computer. Contact between Indian & western cinemas were established in early days of the film in India first itself. Dadasaheb phalke was moved to make a raja harishchandra after watching the film the life of Christ at P.B. Mehta’s American-Indian cinema. Similarly some other ’s were inspired by western movies. In India at least 80 percent of films shown in late 1920’s were American even though twenty one studios manufactured Indian films eight or nine of them in regular production. American serials such as perils of Pauline and exploits of Elaine were popular & inspiring during the World War I. Universal pictures set up and Indian agency in 1916, which went to dominate the Indian distribution system. 34 From 1960’s through the 1980’s art films were subsidized by the Indian Governments, aspersing directors could get federal or state government grants to produce non commercial film’s on Indian themes many of them were graduates of government support film & television Institute of India. Their films were broad casted in the government film festival. they were some of the history of bollywood. Animation history in Asia was started in 1940’s & was heavily influenced by the needs of western studio and Disney in particular. Exposure to foreign production, training abroad and foreign assistance were important factors behind emergence of an animation tradition in countries such as India, China, Japan & Korea. Asian countries adopted these elements to fit their own culture. Countries such as India, china, Vietnam, Malaysia & Singapore has recently started their own industries. The early animation was predominantly influenced by the Walt Disney. The ‘pia-brothers’ considered as the first-Indian animated film which was released in 1934 considered by some as India’s first theatrical release films. Indian are now marching ahead the arena of creating original products & establishing their own intellectual property rights. In this area India has several advantages not only over China but rest of the world with its rich history & culture of story telling with high quality artistic capability. In India a new animation revolution is under way with generation next being exposed to world- class animation from TV. Channels such as cartoon network Disney channels, hungama, pogo & animax, thus, creating domestic market for Indian animation products.

35 With the animation establishment in India, some of the animated films such as hanuman 2, ,My Friend Ganesha 2,Jumbo,Ghatothkach(Master of Magic),Prithviraj Chauhan etc are all related to 2008.

Animation in films Animation is abuzz in film industry where so many experiments have proved successful. In many blockbusters like'Hum Tum', 'Krishh', 'Koi Mil Gaya', animation and special effects contributed in a big way to the success of these movies. On the other hand, it has been recognized that Indians are among the best animators worldover. They have served a lot to the Hollywood hits, such as, 'The Incredible', 'Lords of Ring', 'The Mummy' and more. Also, films are clamouring for good animators, providing enormous opportunities to the upcoming animators.

Indian animation industry The Indian animation industry today stands at Rs 12 billion, and is projected to grow to Rs 42 billion by 2009. 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, producing original content locally, and the importance of training, will steer the industry to greater heights. .

36 'Vision India - Animation Leaders Speak' raised the all important question – Can India outperform or come on par with advanced animation content creating countries? Ashish Kulkarni, Founder and Executive Producer, Anirights Infomedia Pvt Ltd, was the moderator for the session, while the panelists comprised Vincent Edwards, Director, 'Spiderman'; Tapaas Chakravorti, Managing Director, DQ Entertainment; Ronnie Screwvala, Chairman, UTV; Anthony Boucher, Cinnamon Entertainment, UK; and A K Madhavan, CEO, Crest Animation Studio. Being in its nascent stage, the animation industry in India has not been very stable. However, it is stepping into the next era of development. Chakravorti said that though countries like and China were far ahead of India in this space, India had the potential to be recognised as an animation hub, if certain factors like education facilities, funds, infrastructure and constant development of original content were stressed upon. It was also important to develop original content that appealed to audiences in America, UK, and Europe, he said. According to Chakravorti, international exposure limited to the business of non-creative executives and lack of financial backing from the government were the major deterrents to India being recognised as an animation hub.

37 Boucher said that Cinnamon was a company that focused on investing in entertainment, and that it was committed to India. However, India was a long way from being an animation hub despite having encouraging factors like an English speaking talent pool, and low production costs, he added. "India can be recognised as a key player in animation if you look at the industry as a serious business and invest heavily in developing this space," he further said. . According to Edwards, movies were all about magic; and to create global brands, he reasoned, content should have universal appeal. The Indian outsourcing industry, according to Edwards, should be considered an advantage only to train people in the basics of animation, but not as the final word in gauging the industry's growth. The best way to ensure wholesome training was to invite global animation experts to train people in Indian production houses that provide animated content, he explained. . UTV's Screwvala opined, "Competitive advantage is not possible if India continues to be a low-cost animation production country." He said that the early players in Indian animation did not stress on training and investment, and this had stunted the industry's growth. However, he reasoned, that India had an advantage over global players in that there was not much by way of government regulations, and this kept the industry free of several complexities. . Madhavan said, "I am bullish about animation in India." According to him, India's creative workforce needed to recognise the art of story telling, as this would ensure being noticed as a quality animation content producer. .

38 'Master Class in Making of Animated Movie' had David Sproxton, CEO, Aardman Animations, UK, and creator of 'Chicken Run' reconstructing 'Wallace & Gromit' - from pre-production and production to post production. The animation series based on the simple but adventurous premise of highly inventive Wallace and his faithful dog, Gromit, has won several awards. Sproxton said, "To create a successful movie, it needs to have a story with a heart and be driven by passion." . Wallace & Gromit's success formula is the relationship between the two lead characters that moves from Gromit barely tolerating Wallace to getting Wallace out of trouble every time he gets into his highly inventive mode, and then back to Gromit tolerating Wallace. Several characters were added over the years to make the movies engaging and timeless. The recent movie 'Wallace & Gromit: Curse of the Were-Rabbit' has Helena Bonham Carter and Ralph Fiennes lend their voices to the characters Lady Tottington and Lord Victor Quatermaine, respectively. . India definitely has some advantages and potential to develop the animation industry. Training, investing heavily in the industry, and providing original and compelling content, will be critical to its growth. The encouraging news is that while the primary work coming to India is through animation outsourcing, the industry is moving up to the next level, with some co-production assignments also trickling in – slowly, but surely.

39 How Indian animation industry can be a star

40 Future projects We are currently busy with the co-production of a 3D animated (40 x 26minutes) TV series for BBC called Freefonix which has already received widespread acclaim in the United Kingdom. In addition to this we have also delivered just now a 2D project for Marvel (Wolverine and the X Men - 26 x 22 minutes). Other major works that are in the pipeline include a 3D feature film The life and adventures of Santa Claus, slated to be released during 2009 Christmas for G7 animation, USA; and Playmobil, a 3D DVD series for Home Entertainment. Mostly Ghostly, a feature film for Universal Studios will be released by fall 2008. We are also working on a 2D series Brave for Cartoon Network, Europe and Tales of Lord Siva for the Indian audience.

The quality of Indian animators India has a talent pool of skilled animators. When I say 'animators,' it largely includes those who carry out the animation production using various kinds of software, i.e. mostly the production part of animation.

41 There is definitely a shortage of talent who can cater to the pre- production/concept development part of animation. This is because 70 per cent of our animation industry constitutes outsourced production work, which restricts the experience of our talent pool. We can tackle this in two ways. Our training institutes need to re- orient their approach towards training. The need of the hour is a comprehensive curriculum that gives equal emphasis on all the stages of an animation production rather than just on software-based training. Secondly Indian studios need to develop more IPs, which can help polish the much-needed pre-production skills of our talent.

The animation films made in India

42 We have a long way to go in terms of achieving global standards in animation. Indian audiences have been exposed to a gamut of Western animation content over many years. And this has set the standard in their mind. Except for few productions like Hanuman, we are yet to witness animation content, which can be compared to global standards. Animation development is an expensive proposition and most of the Indian studios are apprehensive about investing much in a virgin industry like ours. This has affected quality standards. In the West, there is a lot of emphasis in idea/concept generation and the subsequent reiteration process of fine-tuning it. We need to produce IPs, which would balance the quality standards and also engage the audience.

Indian animation industry in the next 5-10 years I feel that it is high time India shrugged off the label of 'sweat shops' for the big Hollywood producers. Indian companies shouldn't concentrate on just getting big banner production work from Hollywood.

43 As is common for any industry, the animation boom follows a cycle.

Currently there is immense scope for Indian companies because of their cost effective labour and quality manpower. In due course of time, we could lose competitive advantage either due to increasing cost of production or due to the emergence of strong outsourcing markets elsewhere. We must think pro-actively at this stage and move in to the next phase of co-production and own productions so that we have a strong domestic market. This will ensure that the animation cycle would last long in India.

44 The future of animation: 2 D or 3D? This debate will go on for a long time. As I see it, both the formats have got pros and cons of their own. 2D is definitely labour-intensive and expensive, though digital software like Toon Boom has now considerably reduced these. 3D is comparatively less time consuming and less labour intensive. From the standpoint of the industry, 3D ensures quick project turnover times and hence constant flow of revenues compared to 2D. But there exists a significant section of audiences to whom 2D animation appeals. Now there are hybrid shows that utilise both technologies.

Animated Films Animated Films are ones in which individual drawings, paintings, or illustrations are photographed frame by frame (stop-frame cinematography). Usually, each frame differs slightly from the one preceding it, giving the illusion of movement when frames are projected in rapid succession at 24 frames per second. The earliest cinema animation was composed of frame-by-frame, hand-drawn images. When combined with movement, the illustrator's two-dimensional static art came alive and created pure and imaginative cinematic images - animals and other inanimate objects could become evil villains or heroes.

45 Animations are not a strictly-defined genre category, but rather a film technique, although they often contain genre-like elements. Animation, fairy tales, and stop-motion films often appeal to children, but it would marginalize animations to view them only as "children's entertainment." Animated films are often directed to, or appeal most to children, but easily can be enjoyed by all.

Roadside Romeo :

What was Animated ? Character called Romeo and laila, they both were leading characters in this film. Indian film industries super stars gave their voice for these characters , they are and .

My Friend Ganesha : This film is based on Mythological story. Lord Ganesha animation has played the major role in this animated film. It is most appreciated by the kids under 10 years.

46 Jumbo: The main character in this film ws an baby elephant .This film was neither an Indian product nor it was a foreign product,it had been made in collaboration with an international animation house. It had done much better at the box office.

Ghatothkach : (Master of Magic)

This film is also a Mythological story. Shemaroo entertainment will enter the world of animation with Ghatothkach.Master of Magtic,a two dimensional .The film is about Ghatothkach and his escapades and have magic, action,romance,comedy,fantasy and ofcourse music.

Hanuman 2 : Childern loved the animated film Hanuman and made it a box office hit. This was the second version of “Hanuman”.The main perfuse of interducing the Mythological storied in animated films only to promote the importance of religion among the children.

47 Special Effects Special effects are used widely in the entertainment industry. The success of 'Krishh' has proved it. Expert comment suggests that sector has a long way to go. Filmmakers are now realizing the power of this medium and are using it to attract the maximum eyeballs. Think of any film, be it 'Matrix Reloaded', '', or Hindi films such as 'Main Hoon Na', 'Devdas', 'Dus', 'Paheli and numerous advertisements or online games where special effects are used as a base. Special effects form an important part of animation. One who finds interest in special effect can opt for a specialized course in it, which is offered by most of the animation schools in India.

Outsourcing A new fever of outsourcing has gripped the country. Big names in global entertainment industry like Walt Disney, Imax, Warner Brothers and Sony are signing up huge contracts with Indian animation companies. And cities in India like , Chennai, Bangalore, Hyderabad, New Delhi and Trivandrum have emerged as the country's major animation hubs. Companies in these cities have dedicated themselves to the outsourced world of animation and special effects. Animation, Crest Communications, Maya Entertainment, Silvertoon Studio, UTV Toons, Zee Institute of Creative Arts, 2NZ Studios, , Prasad Studios, Acropetal, JadooWorks, Color Chips and Heart Animation are some of the common names that are famous for their outsourced content. According to the experts, India is becoming popular choice of west for outsourcing because our country has a strong base of English 48 speaking workforce and animation requires familiarity with the English language. Secondly, India is recognized as the second biggest entertainment industry in the world, after Hollywood. Here, animation studios are well equipped with high-quality software engineers and all this is available at, a much lower cost. There are a good number of animation studios in India that can cater western projects at lower cost. That's why foreign entertainment firms are flocking to India. Outsourcing is highly paid and glorious sector for the animators.

World of web Emergence of computer savvy world has provided a wide range of opportunities to multimedia specialists. Career opportunities for animators in this field are expanding, like never before.

Gaming industry India has a huge potential in gaming industry not only for international market but even at domestic level. The craze for games is increasing in India. There is a strong belief among experts that gaming industry would witness a boom in the near future. Apart from this, India's established IT reputation is attracting the eyeballs of the world's gaming fraternity. As per the predictions of NASSCOM, the revenues of animation and gaming industry is expected to reach $ 1.25 billion by the year 2009.

49 Miscellaneous Animators have been largely used in Advertisements As the audiences which are shown in Indian , the add makers were in search of a simple medium through which the audience may be attracted like that the animations have been used in advertisements for attracting the audiences & for selling the products in the markets.

Marketing As the children are mostly attracted towards the animated figures, for the purpose of attracting the customers of small aged group of the larger age group towards the products, the products have been relying on animations, they are using the animated figures for their products which may be milk, chocolates, Buble gums etc., have been playing a vital role in field of marketing. Thus, the animation has a vital role to play whether it may be in the field of Hollywood, bollywood, marketing, advertisements the animation industry is establishing itself slowly in the commercial business markets, with the frequency it is developing today we can say that the animation Industry has a bright future ahead & will gain a predominant stage in the field of every sectors. Thus animation has an important role to play.

50 Chapter-6 FUTURE PROSPECTIVE OF ANIMATION INDUSTRY

The demand for Animators

Animation Industry Records a high Growth

Indian animation: Future bright

Growth of Industry Expected by NASSCOM

51 CHAPTER-6

FUTURE PROSPECTIVE OF ANIMATION INDUSTRY

The demand for Animators The multimedia training division of aptech limited is making efforts to meet the demand of animators from India to tune 50,000 skilled personnel in Coming 2 to 3 years, Multimedia deputy vice president Business development, Atul Vohra said participating in 6th anniversary celebration of Arena Multimedia in Guntur, he told country with the rich cultural heritage able to produce one of the best animation in the would for whom there near tremendous market and the Rs. 2,200 crore animation industry was likely to Grow 5 times this size by 2008.

“Our target is to provide students with best possible concepts, environment and tools to turn them into web designers and animators so that they can meet the requirement of the international Gaming and web designing industry, He said regarding the Arena Multimedia Contribution, he said it had already trained 1.25 lakh students. at 260 centers in such countries.

“Animation Industry Records a high Growth” The International Animation industry is continuously looking towards cost of real sets, outdoor studios and locations.

52 “The demand for animation professionals has been going up” Said “Rajesh Turakya”, chief execution officer of Maya Entertainment limited; a company engaged in animation works and training.

According to the industry forecast by ‘Anderson consulting, the animation industry in India is to touch whopping of $ 15 billion by 2008. It has archived remarkable achievement from $# 550 million in 2002. Latest ‘nasscom’ statistic, indicated that India might receive more that $ 2 billion worth of animation business. The Anderson report states that around 40,000 professionals will be needed in India by 2008. The animation Industry is extremely Labour intension and has the capacity to absorb as many as animators as possible. The entire western world in general and The U.S. in particular are outsourcing as many as possible projects to India for the production of their big budget films promo’s and games.. With the commercialization of computer animation, the wild success of animation sourcing and the increasing role of Asian animation studios, the industry is experiencing interesting and existing changes. Take a look at these industry updates on the three largest players in animation, the United States, India, and China.

53 My experience with Animation industry, which I would like to share with all of you because now Animation industry has given very new thinking to the students with new dream to plane his career in different way. After passing 12th student become very confuse what to do, Father says MCA, CA, BTEC, MTEC but now situation is quite change, parents have started thinking about Animation also. Animation a dream land with a huge growth of career. Now new comer has one more option to give expansion to his/hercareer. Glad to introduce you Animation & Gaming industry, Animation & Gaming industry is booming now a days as we have seen IT industry blast in beginning. Scope of Animation is really vast as so many big players of market is coming in to the picture and now started catering the animation market very fast, parallel educational institute, colleges and private institute has started diploma, degree and certificate courses which were really difficult to find out in India in beginning but still there are some part of education which we are unable to get in India, for that student are going to complete in abroad. If we talk about the growth part of animation, the number of companies are coming with the huge project to save their cost of production, for example the 90minutes animation movie, the cost of production is 20 to 22 crore in overseas but it India the production cost get reduce 75%. Outstanding difference, I think that is main source of growth of animation in India.

Indian animation: Future bright

54 Today Indian animation companies are doing feature films, commercials and TV series work that aspire to international standards. However, the company is only as good as the artists it employs. So good, well trained animation professionals find themselves in high demand. The Animation industry in India has grown exponentially over the last few years. What is more remarkable is that even with this rapid growth India still represents only a small portion of the world animation pie! That means there are still lots of opportunities for Indian animation to grow.

55 What is it going to take for animation to come of age in India? Production of original content. Animation is an extraordinary means of telling a story. What one can achieve in animation is the ability to strip away all the unnecessary details so the story can be presented in its purest form. Here is where the secret of animation’s appeal lies. This is why people remember good animation movies even decades after they first saw them. However, the industry in India has so far focused only on being work for hire studios, working on shows meant to primarily air in international markets. But the trend is changing and more and more studios are endeavouring to produce original content.

It is to be noted that storytelling has always been an individual driven enterprise. Walt Disney, and John Lasseter are few examples of individuals who have changed the whole direction of animation film making by their truly extraordinary vision. The industry in India needs individuals with vision and the tenacity to actualise their dreams.

56 This is where the lack of properly trained manpower becomes the biggest challenge that faces the animation industry. The lack of good training institutes who offer properly planned courses is one main cause of this. Most art/animation education are focused on creating operators and not creators. The perspective needed is that Animation is an art form. Just like a person cannot become a writer by learning Microsoft Word and so similarly someone cannot become an animation artist by merely learning a software or two for a couple of years. It requires one to develop perspective and insight; a sense of story and design; a mature aesthetic sense. It takes tremendous dedication and focus to successfully create a full feature length story. One of the unique aspects of animation is that animation is a multi disciplinary art form. It takes inspiration from dance, drawing, illustration, cinema, theatre, , mime etc on the creative side and requires tremendous support from physics, mathematics, programming etc on the technical side. In this sense the animation art form is a true renaissance art form. A good animation education requires a well rounded approach. This is one of the greatest advantages of working in the animation space. In the same environment you have c++ programmers and ; technical artists as well as cartoonists working. The mix of talent in a studio is truly incredible. There is space in the industry for every different type of talent.

57 One of the features of the animation industry is that it is constantly changing and needs to adapt to ever new requirements and standards of quality. The biggest change over the last few years in India is that quality has become more important. Earlier, for an animator it was ok to possess just the basic skills. Projects did not demand high quality so his skill level remained at a very basic level. Clients came here for the cost advantages and did not mind the lower standards. That is no longer the situation today. Today Indian companies are doing feature films, commercials and TV series work that aspire to international standards. Here is where the artist comes in. The company is only as good as the artists it employs. So good, well trained animation professionals find themselves in high demand. This requirement for quality has also led to high entry requirements. It is becoming tougher for students to break into a good company just out of school unless he or she has an excellent body of work to show for themselves; matching their skill set match to the very best in the world. This is more important as studios move away into production of original talent where potential employees are evaluated on their creativity. Students too today are much more aware of the animation industry and work with a great deal of passion and dedication. Some of the student work that I have seen are absolutely outstanding The future for the industry in India is bright and its growth is going to need talent capable of executing high quality work. Someday I hope Indian animation will be compared favourably to the best animation work that’s out there.

58 India strong and career Friendly Animation outsourcing is still a large industry in India. With plenty of work available for freelance animators. India has become a fertile place for animations. In addition to supporting larger, more profitable animation studios in western countries India is also starting to develops its own studios ventures. To support this trend, animation schools and partnerships have been popping up our past few years in a country known for building an economy by supporting other countries.

Growth of Industry Expected by ‘NASSCOM”. Potential Growth’ NASSCOM’ study on animation and Gaming industry in India 2006 has indulged that the Indian animation and Gaming companies all establishing credentials the world over. Availability of right skill and the cost competitiveness will lead Indian industry to potential Growth. The premier trade body and voice of the I.T software and service industry in India. Association with Government of Andhra announced the commencement of Animation India 2006. The Nasscom Study” on animation and Gaming industry in India has unveiled at the event. The report reveals a huge growth potential in both the animation and Gaming industry in India. Indian Animation Industry is expected to reach USD 950 Million by 2009, and Gaming industry is expected to reach USD 300 million by 2009. India is fastly going up the animation outsourcing ladder. Though a recent entrant in Global animation, scene, demand for Indians

59 production success in Growing at a fast pace. with a Global entertainment majors like Walt Disney, I max, Walter brothers and Sony singing up huge contracts with Indian animation companies, local animation design studios are gradually establishing their credentials overseas and building their skills sets in the high potential global Market with the growing business the animation and gaming an emerging trend that can be seen in the market currently is that a number of Indian companies adopting a co-production business model from an outsourcing model would proof fruitful for the industry as co-production model. Key findings of the NASSCOM study on Animation and Gaming Industry in India. The latest NASSCOM report on Animation and Gaming industry in India estimates the Global market size (demand perspective) of industry will witness a ( growth of eight percent and is expected to reach USD 75 billion by 2009. Based on this, the Global animation Market (from the developer’s perspective) is expected to increases to USD 35 billion by 2009 from USD 25 billion in 2005. The size of Indian animation market (from the developer’s perspective) near estimated at USD 285 million in 2005. It is expected the witness a (CARG of 35 percent from 2005-2009 and increased to USD 950 million by 2009. According the report the Market for Gaming is and 20 percent for the textile sector and the second half of the current financial year. Gaming business is respected to neatness a (CAGR of 78 percent and March USD 300 million by 2009 from USD 3D million in 2005.

60 “40 percent Growth in IT sector” A survey report Conducted by the confederation of Indian industry has pegged a 40 percent Growth rate in information technology section during October 2005 march 2006. The business outlook survey conducted by CII’s southern region for April, September 2006 also predicted a Growth rate of 25 percent for the Manufacturing Sector.

61 CHAPTER-7

Profile of Param Infotech

62

CHAPTER-7

Profile of Param Infotech

The proprietor of Param infotech is Mr.D.G.Subramanya , who has completed B.E in “Computer Science” at “Siddhartha Institute of Technology” in Tumkur.

This computer education and training centre has eshtablished in 2004.Before commencing the Param infotech the computer education and training centre , he has took the ‘Karnataka Electronics Development Corporation’[Keonics] in 1998 at Shimoga. Though this institution he provides the computer eduction to the student , the staff of Police department ,staff of KEB department and he had also worked for social welfare.He worked in Keonincs for four years and afterwards he started his own institution named Param infotech .For eshtablishing this centre he took loan o famount 1.5lakhs at SBI the branch of Jayanagar,Shimoga.In this centre he is offering various computer courses such as,Animation,Visual Basic, Photo Shop,Corol Draw, A/C package, C,C++, Jave, Web Designing etc.

63

Chapter -8

SURVEY AND FINDINGS

64 Chapter -8 SURVEY AND FINDINGS

1. Table showing the occupation of respondents Occupation No.of respondents Percentage Student 56 56 Business men 14 14 Profession 20 20 Others 10 10 Total 100 100

Interpretation: To make the sample more representative the respondents of various occupational groups were included in the sample. They are Students, Businessmen , Profession, Students and others. Among this 56% are of Students , 14% are of Businessmen , 20% are of Profession and 20% are of others included. Totally in this survey there are 100 respondents.

65 Graph shows that occupation of Respondents

56 60

50

40

30 20

14 20 10

10

0 Student Business men Profession Others

66 Table 2 showing the knowledge of respondents towards Animation

Opinion No.of respondents Percentage Yes 63 63 No 37 37

Total 100 100

pie chart showing knowledge of respondents

yes no

Interpretation:

From the above table we came to know that how many people know about the animation. According to my survey 63% of people have the knowledge about Animation, where as nearly 37% of people have no idea about animation.

67 Table 3 showing the sources to animation

Sources No.of respondents Percentage Advertisements 45 45 Television 15 15 Magazines 20 20 Others 20 20 Total 100 100

Interpretation: The above table gives us information about how the people got Interaction with the animation, here I have selected few sources they are Advertisement, Television, Magazines and Others. According to my survey through Advertisement 45%, Television 15%, through Magazines 20% and through Others 20%.

68 Graph showing the sources to animation

45 45

40

35

30 20 25 20 15 20

15

10

5

0 Advertisements Television Magazines Others

69 Table 4 showing usefulness of animation in commercial world

Opinion No.of respondents Percentage Yes 87 87 No 13 13 Total 100 100

Interpretation: Table 4 tell us the usefulness of animation in commercial world , regarding this issue different people a have different opinions. According to my survey 87% respondents says it is useful in commercial world and remaining 13% have the opinion that it is not useful in commercial world.

No 13%

Yes 87%

70 Table 5 showing the usefulness of animation in different fields

Fields No.of respondents Percentage Entertainment 36 36 Education 14 14 Business 25 25 Others 25 25 Total 100 100

40 36

35

30 25 25 25

20

14 15

10

5

0 Entertainment Education Business Others

71 Table 6 showing the existence of animation centers in our locality Opinion No.of respondents Percentage Yes 12 12 No 88 88 Total 100 100

Interpretation: Graph no 5 shows us about the existence of animation Centers in our locality, according to this out of 100% only 12% of animation centres are exists in our locality. Most of the animation centres are concentrated in Metropolitian cities, nearly 88% have their existence in that area. So the areas like our locality does not able to avail the advantage of these centres.

Yes 12%

No 88%

72 Table 7 showing preference of animation courses

Courses No.of respondents Percentage 3D 77 77 2D 23 23 Total 100 100

Interpretation: Now a days animation courses have become very popular among students. But there are different type of animation courses such as 3D and 2D among those 3D is most preferable than the 2D.According to my survey nearly 77% of respondents preferred the 3D animation courses rather than the 2D courses. Only 23% respondents preferred the 2D courses.

2D 23%

3D 77%

73 Table 8 showing the opinion about the courses

Opinion No.of respondents Percentage Excellent 13 13 Good 62 62 Average 18 18 Bad 7 7 Total 100 100

70 62

60

50

40

30

18 20 13

10 7

0 Excellent Good Average Bad

74 Table 9 showing satisfaction of the service provided

Opinion No.of respondents Percentage Excellent 16 16 Good 14 14 Average 50 50 Bad 30 30 Total 100 100

50 50

45

40

35 30 30

25

20 16 14 15

10

5

0 Excellent Good Average Bad

75 Table 10 showing development of animation in India

Opinion No.of respondents Percentage Yes 36 36 No 44 44 Cant say 20 20 Total 100 100

Interpretation:

Table no 9 let us know the development of animation in India. According to the survey I had conducted to know the knowledge of people regarding the animation I came to know the 36% respondents says the that animation is developing in India,45% says that it is not developing and remaining 20% respondents have their opinion that they cant say any thing.

76 Graph showing development of animation in India

20 Cant say

44 No

36 Yes

0 10 20 30 40 50

77 Table 11 showing necessity of animation in the fast growing world

Opinion No.of respondents Percentage Yes 88 88 No 8 8 Cant say 4 4 Total 100 100

yes no cant say

Interpretation: As everyone know that animation has become the part of each and every field, it has been adopted in all fields , for example: in advertisements, films , teaching etc. The main reason of using the animation in each and every field is because it attracts the attention of everyone. Not only the children but also the adults are also interested in animation. So in my survey 88% of respondents have opinion that it is necessary in the fast growing world , 8% says no , and remaining 4% respondents says that they cant say anything.

78 Table 12 showing the opinion about the animation courses

Opinion No.of respondents Percentage Costlier 88 88 Affordable 12 12 Total 100 100

Interpretation: Table no 12 give us information about the animation, according to which the opinion of respondents is the animation courses which are offered are more costlier a middle class cant affordable, these are beyond the reach of a middle class person.My servey says that 88% respondents opinion is that the animation courses are costlier and remaining 12% respondents says it is affordable.

79 Graph showing the opinion about the animation courses

Affordable 12%

Costlier 88%

80 Table 13 showing the stories which are mostly used in animation films Opinion No.of respondents Percentage Mythological 64 64 Fictitious 36 36 Total 100 100

Interpretation: Table no 12 gives us information about what kind of stories does the people preferred in animation films. Nealy 64% of respondents preferred Mythological stories whereas 36% respondents preferred Fictitious stories. The main reason of preferring the Mythological stories is mostly children interest in animation, so they also get knowledge about their religion.

70

60

50

40 64

30

20 36

10

No.of respondents 0 Mythological

Fictitious

81 Table 14 showing the popularity of the cartoon channel

Opinion No.of respondents Percentage Pogo 32 32 Cartoon Network 56 56 Animax 12 12 Total 100 100

Animax 12% P ogo 32%

Cartoon Network 56% P ogo Cartoon Network Animax

82 Table 15 showing the interested age group in animation

Opinion No.of respondents Percentage Children 82 82 Adults 18 18 Total 100 100

Adults 18%

Children 82% Children Adults

83 Chapter -9 Survey Findings, Suggestion and Conclusion

84 Chapter -9 Survey Findings, Suggestion and Conclusion

Introduction The questionnaire was prepared and was submitted to the respondents to know the intensity and the knowledge of the respondents towards the animation industry in India ,potential growth ‘Nascomm’ study on animation and gaming industry in India 2006 has unveiled that the the Indian animation and gaming company are establishing credentials the world over, the report reveals a huge growth potential in both the animation and gaming industry ,the Indian animation industry is expected to reach us $950 million by 2009 and gaming industry is expected to reach us $ 300, India is fastly growing up the animation outsourcing ladder ,though a recent entrant in the global animation scene with a global entertainment majors like Walt Disney , Imax, Warner brothers and Sony sinning up huge contracts with Indian animations companies, local animation design studios are gradually establishing their selves in overseas with the high global potential market. As a large improvement can be Witnessed from the early 1940s to 2006, it has truly Undergone a radical change, present Indian animation. Industry is expected to get a business of $2billion by 2008. Thus to know the interest of the respondents towards the growing Indian animation industry, I personally undertook a survey and I have come up with the following findings after going through the survey they are

85  Although there has been a keen interest of the respondents towards the animation industry, the main problem that I they are facing were lack of information about the animation industry.

 The respondents are coming to know the information about the animation through the sources like advertisements, televisions, magazines and other sources. The respondents mainly come to know about the animation through advertisements which I have come to know after a deep survey.  When it comes to the usefulness of animation in this commercial world, I found out that a major part of the respondents think that it is very much essential for the fast growing commercial world.  Then a survey was under taken to find out the usefulness of animation in different fields, the first preference was to the field of entertainment and the second preference was to business world...  The next survey of mine was related to the existence of animation centers in our locality, I found out that there were not much or there were completely no training centers in our locality…  When it comes to the preference of animation courses, there are two courses namely 3D and 2D courses, according to my survey most of the people choose 3D courses there is much scope for 3D animation these days…  Regarding the satisfaction of the services, respondents are not much satisfied with the service provided by the local animation centers.

86  There was an survey of the overall development of the animation industry in India , what I found out was there was not much development of the animation industry in India compared to other developed countries, though countries when compared to India have advanced countries in the field of animation , it should still travel through a long tunnel

 Is there an requirement for animation in this fast growing world, yes, absolutely… there is an requirement for the digital animators and the creative animation world to this fastly moving commercial or business or economical world as per my survey.

According to my survey what I founded was there was a keen interest on the part of respondents to wards the growing animation centers, the main problem was there was no adequate information regarding the animation centers in India. if the information’s are provided properly to them then there would be a definite improvement in field of animation industry

87 Suggestion

Many information were gathered at the time of survey and I came out ultimately with various suggestion.

 Proper information must be provided to the interested people.

 Although the animation industry has been developed in India, still

there are many areas which is completely isolated from the world of

animation.

 Even interested people find it very hard to get the information’s about

the animation.

 Animation training centers must not only concentrate in metropolitan

cities, it must also move towards other areas.

 The courses available in the metropolitan cities are much costlier and

difficult to afford by middle income families. The courses must be

available in a cheaper price.

 Though India has not been so advanced than other countries in

animation world, it is capable of producing talented digital animators,

if proper training is provided to the interested people, therefore proper

training must be provided.

88  Training centers must be equipped with sophisticated tools.

 Not only 2D courses must be provided but also stress must be put on

3D animation courses.

 Animation centers should provide their student with necessaries so

that they may be able to compete with the digital animators of other

countries.

89 Conclusion

Though there is a large amount of development in the animation industry, it has to go a long way to reach the stage the other countries are in .so, after going through a keen observation, that is through survey and analysis the conclusion that I have come is the people here who are interested in the field of animation is they are not getting proper information ,the animation centers present here are concentrated towards the metropolitan cities and not towards any other areas ,the courses available here are very costly and cannot be affordable by middle class talented people, so it should be available in a cheaper price, so, the development in field of animation must take place as a whole and not as a part of it so, proper training and information must be provided to the interested people, it must be available to them in a cheaper price, when it comes to development of animation in India compared to last few years and needs to move a long way

90 ANNEXURE

Questionnaire Bibliography

91 Questionnaire

Dear Sir/Madam, I am student of final year BBM Government First Grade College, Hosadurga. I have undertaken a project work on “Growth and Development of Animation Industry” and conducting a survey in this regard. Kindly spare some of your valuable time to fill up the following questionnaire which will help me to complete my work successfully. The information collected will be used only for academic purpose.

Your’s Bhagya .B 1. Name : 2. Address : 3. Age : Below 20 [ ] 20 – 30 [ ] 31 – 40 [ ] Above 40 [ ] 4. Sex : Male [ ] Female [ ] 5. Occupation of Respondents Student [ ] Business men [ ] Profession [ ] Others [ ]

92 Which age group have more interest in Animation? Children [ ] Adults [ ] Is it beneficial for children ? Yes [ ] No [ ] In which sector Animation is most useful? Commercial [ ] Entertainment [ ] Is there scope for Animation in future ? Yes [ ] No [ ] Which cartoon channel is most appreciated by the public ? Pogo [ ] Animax [ ] Cartoon Network [ ] Which Animation is preferable now a days ? 2d [ ] 3d [ ] Does people have any knowledge about Animation ? Yes [ ] No [ ]

93 From which source you get the knowledge about Animation? Advertisements [ ] Television [ ] Magazines [ ] Others [ ] What is the opinion of students about the Animation courses afford in your locality ? Excellent [ ] Good [ ] Average [ ] Bad [ ] 6. Please Give Suggestion ______

Date: Signature Place:

94 Bibliography

• Marketing Management by: B.S Raman • Indian film industry by Ramesh Chandra • Marketing management by PHILIP KOTLER

• Marketing research - D.D. Sharma

• Marketing management - S.A. SHERLEKAR

• Articles

• News Paper

• Magazine

Websites

• www.animation.com www.indianfilm.com www.cartoon.com www.google.com www.yahoo.comm

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