| There
are some interesting new markets for animation. Leading among
these are episodic character animation, computer based training,
education, film effects, web development, virtual reality
and gaming.
Broadcasting
is believed to be poised for tremendous growth with web
development and technological advancements made in the field
of streaming video, virtual reality applications and the
gaming industry all augur well for the qualified animator.
Multimedia productions, features, commercials and corporate
presentations all require animation at some stage. Most
companies today are looking at diversification as the preferred
mode of operation. Convergence of technologies to produce
a better bottom line is the key today. Falling prices and
improved wares make it possible for cheaper and better visualisation
of complex projects (whether this benefit is passed onto
the client is a matter of personal choice).
3d
character animation is the current favorite with animation
companies. Traditional job work is also looked at as a major
revenue generator but unfortunately this requires a large
skilled workforce. Few studios in India are venturing into
independent productions. The overall economic conditions
are such that breaking in is proving to be difficult let
alone breaking even. In such circumstances, joint ventures
and co-productions seem to be the order of the day. It is
possible for studios to collaborate with international and
local partners and execute a project together and bite into
the share of the larger players. However consistency and
quality are the main stumbling blocks of such arrangements.
Computer
based training products will emerge as a strong market for
the future. India lags here, as basic computer literacy
levels are quite poor. But these are bound to improve in
the future. Companies that can position their products for
such markets are bound to do good business. Most companies
focus on the urban audience however a large untapped India
is in the villages and it is there that a huge market exists.
Current
animation and art training is mostly restricted to the urban
areas. With the spread of literacy and computer education
into rural areas this is another potential revenue earner.
As I mentioned earlier 3d character animation is the current
ride to success for long-term players wherein given the
right tools, a small set of talented individuals can consistently
deliver quality products.
Recent
reports suggest that India has roughly between 2000-3000
animators as compared to China with over 8000 and the Philippines
with an estimated 40,000+ skilled workers! Indian animators
have excellent communication skills in English while China,
Korea, Taiwan and the Philippines are weak in that area.
What is surprising though is while the average production
cost in the South East Asian countries is between US$90,000-100,000
India currently commands around US$50,000-60,000 while China
is reported to be below the US$50,000 mark.
Though
the accuracy of these figures may be debatable the general
impression they cast is irrefutable.
Be
it setting up his own animation and sfx studio in 1995
or providing insights and project reports to help re
structure organisations and animation training schools,
independent animation producer and TASI India founding
member/spokesman Ranjit Singh's 15 yr old stint
in the animation Industry is marked with many highlights.
In 2001, Ranjit resigned from the company he founded
and has since been working as an independent animation
producer, director and consultant. He is currently writing
the first of a series of books on animation for beginners.
An animator and modeler himself, Ranjit is very passionate
about animation. He wants the new breed of animators
to avoid the struggle of his formative years and in
this endeavor he is forever available for advice to
students and animators alike. He can be reached at phanspal@vsnl.net
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A
point to note here is that while the Chinese Government
offers incentives in their Special Economic Zones and the
Philippine Government has designated animation as one of
their top priority industries India still does not recognize
the potential of this medium and does not provide any additional
incentives to promote animation export.
Revenue
figures in India may not be huge but they are worth looking
at:
2
episodes a month = US$120,000 @ 45 = Rs. 54,00,000 = Rs.
6,48,00,000 in a year.
Typically
these would be figures for one company engaged in episodic
work only. It would be very difficult to draw a parallel
with any other sector of the economy that can earn so much
in such timeframes.
End
of Part 5
Part
6 of the series entitled 'Training' shall appear in the
next issue of Animation 'xpress.
Read
Part 1
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Part 2
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Part 3
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Part 4
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