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TF 2019 Special 2019 TF A An AnimationXpress.com Special Issue No. 6 December 2019 Bollywood’s love affair with Indian animation Where's all the Indian Hyderabad’s AVGC content going? urge The ATF Indian Gold Rush Editor’s Note t has been a winter of content – not discontent - in population numbering around 500 million has started India. Literally. The past year has seen announcements engaging increasingly with the internet, thanks to cheap Ibeing made about a plethora of original shows being pricing data plans introduced by the telcos, led by Jio. launched in India. Mostly by the OTT platforms which began initially by importing big Hollywood hits and films Watch time is growing 30 to 40 per cent according to many and showcasing them to lure the early adopters. But that senior managers in OTT, and the pace is expected to hold was in the past. The quest for international content seems to have sated. And today there is a tremenous hunger for The OTTs will seek to monetise their original catalogue as originals. the novelty of the shows amongst Indians begins to wear off and as the seasons roll on. Many of these shows are An estimate is that more than 150 of them will have going to make their way into syndication internationally been rolled out by the 42 odd streamers in Hindi, and they could well gain traction with TV networks Bengali, Tamil, Telugu, Marathi in just 12 and streamers in various countries wanting to offer months. variety to their audiences. Bear in mind that the second most watched kids show on Netflix is an And this slew of shows is coming courtesy the Indian animated series – Mighty Little Bheem likes of Amazon Prime Video, Netflix, ZEE5, with more than 100 million views. MX Player, Hotstar, Voot, SonyLIV, TVF, Dice Media, Hoichoi, Addatimes – among others. International custom could come as a breath of fresh air for India’s syndication professionals. All over India – the streamers have been There has been a drying up of growth in demand hunting down production and creative talent to for Indian TV shows from traditional buying markets help them churn out the content. And they are as audiences there have tired of the same old fare of roping in the Bollywood brigade, advertising film telenovellas or romantic or fantasy tales that India’s makers, and TV program producers. broadcasters have been taking to markets. Countries like Indonesia, Thailand, Pakistan (there’s a ban on Shows have been as varied as drama to stand up content there), Vietnam, are moving more towards and improve comedy to thrillers to crime to slice of Korean and Turkish shows. life to women to sagas about the underworld, the advertising industry, to music talent shows. The The past year has been one of struggle with Indian production values are top notch like those found in syndication executives looking to find new buyers in American and European shows. And to top it all the newer territories. However, demand for content series are finite and have strong scripts and gripping from regions is cyclical and the hope is that India’s storylines. turn will come sooner than later. And when that uptick does take place, the floodgates could then open. Binge watching is on the up in India as the mobile Anil Wanvari Founder, CEO & Editor-in-Chief Founder, CEO & Editor-in-chief Editorial Anil Wanvari Krishanu Ghosal Yugandhara Shete Director - Operation & Human Resources Sharmindrila Paul Larysa Savinska Poonam Mondal Strategy Lead Parth Kaushik An AnimationXpress.com Special Mishaal Wanvari Ad Sales Animation Xpress India Pvt. Ltd. Content Syndication Neha Singhal Mehta C-350, Oshiwara Industrial Center, New Link Road, Opp Oshiwara Bus Khalid Khan Hemani Sarvaiya Depot,Goregaon (W), Stuti Yadav Design Mumbai, 400104, India [email protected] Heena Bohra Client Servicing ©AnimationXpress.com 2019 Yugandhara Shete Vidhi Shah AnimationXpress SPARK | December 2019 03 COVER STORY Bollywood’s love affair with Indian animation Sharmindrila Paul ollywood is getting animated! And that too for the small screen. Over Bthe past two years, two of India’s kids TV broadcasters – Discovery Kids and Sonic - have latched onto three blockbuster Bollywood films and adapted them into animated series. Rather successfully. The flag bearer has been Discovery Kids, a part of Discovery India. It launched Little The success of Little Singham was the Singham – an adaptation from the Rohit outcome of intensive and extensive Shetty-directed and Bollywood megastar research aided by a brilliant understanding Ajay Devgn-starring super cop brand of the consumer -kids - and their fascination Singham, which is the story of an honest for Bollywood characters and stories. This cop fighting a corrupt system in April 2018. helped the channel to deliver the right product to the right TG at the right time. Little Singham is the youngest 'super-cop' who uses his intellect with super powers to Comments Discovery Kids business head fight criminals, monsters and dangerous Uttam Pal Singh, “We’re happy to be the mutants to save his city. trendsetters in this format. Animation as an industry is definitely entertaining and The series has got good traction and Bollywood is like a religion here. So, these enabled Discovery Kids to remain amongst two joining forces together is sure to gain the top contenders in the kids channel more traction. The kids’ genre in India has space by contributing close to 60 per cent of been devoid of ground-up superheroes and the viewership, accelerating its rise to the Little Singham was a bold and at scale second position in the kids’ genre from the attempt to fill this gap. It’s a masala-faceted ninth position in 2018. series rooted in action, adventure and comedy.” Singh worked closely with Rohit Shetty Picturez for the IP creation and Reliance Animation as the animation studio partner for Little Singham. It followed up with another animated IP, Fukrey Boyzzz, inspired by the popular Fukrey Boyzzz AnimationXpress SPARK | December 2019 05 COVER STORY film franchise, Fukrey. For Fukrey Boyzzz, content creators and animators. this time the channel teamed up with the Farhan Akhtar and Ritesh Sidhwani run Says Tata: “This made us believe that it is production house Excel Entertainment. not about just creating animation of a successful movie franchise because if it was Says Sidhwani: “The launch of Fukrey that easy then, a lot many people would Boyzzz opens new horizons for us. We are have done it. Also it’s about how you making our foray into animation and are package it, write it, storytell it and how you enamoured with how this series has make it relatable to kids is what makes the shaped up. I am extremely excited to have difference, without losing the essence of characters from Fukrey spread joy to the original characters.” everyone with their crazy antics at school. Honestly, the animation that Discovery Kids Fukrey Boyzzz was given a twist to make has created has the potential to grow dreams a reality, which leads to a riot of fun, further in terms of short form content for laughter and adventure in the lives of the targeted age groups.” characters - Choocha, Hunny, Laali and B h o l i Fukrey has Punjaban. been a fan favourite In fact, it was since its D i s c o v e r y ’s r e l e a s e team lead by with the S i n g h w h o characters approached made so t h e Fa r h a n relatable Akhtar-Ritiesh and funny S i d h w a n i by actors p r o m o t e d P u l k i t Fukrey Boyzzz Cast E xc e l . S ays Smarat, Varun Sharma, Manjot Singh and Singh, “In the Fukrey franchise, we saw Richa Chadda. But remaking it into an great potential from the audience point of animated series that targets kids, has surely view. The characters were so appealing, been a challenging task for the Discovery that we decided to give it a shot. We also kids team. had a lot of other things to look at too and wrapped the concept into a setting and Discovery South Asia managing director pitched it to Excel which they loved. Megha Tata points out that the success of Leveraging the brand’s strength is the Little Singham as an animated series gave popularity of the actors that would them the confidence to go for another definitely attract more eyeballs. It was a Bollywood adaptation in Fukrey. Singh and very conscious decision to resemble the his content colleagues burned the midnight animated characters to the actors of the oil to create an entertaining series together film. We brought in the whole cast and I with the Excel team, a bunch of writers, think their animated versions found their 06 AnimationXpress SPARK | December 2019 COVER STORY own space in the series by adding more It follows the fun faceoff between two layers. It’s like a sitcom that you want to groups helmed by Gopal and Madhav come back to every time and enjoy. I think respectively, who indulge in pranks and Fukrey Boyzzz is going to lift the Indian funny encounters at Golden Hills Hostel. animation industry.” Together, they are fun, chaotic, mischievous and entertain and engage kids. Premiered in mid October this year, the series eventually led to a huge upsurge in viewership of 60 per cent in the afternoon slot and 84 per cent in the evening slot. The show jumped to number three in the following two weeks as the overall channel time spent viewing (TSV) gallopped 19 per cent from 82 minutes to 98 minutes.