International Exchange: Focus on India

Posted on: Wednesday 03 July 2013 5:39pm by Dave Hill


Blogged by Dave Hill.

Really good to know about markets that you should know more about.
Prof. Jeanette Steemers, University of Westminster

A really useful session. It gave the positives and negatives. Please ask people to register at
John Durkan, UKTI

A five course set menu of insight, comedy and cultural flavourings on topical, sub-continental animation
Phil Organ, University of Wales
This was an honest overview of the Indian animation market. Much of what was shared was appetising, with strategies given on how to avoid production deli belly.’ A key point to consider, to encourage you to tuck in, is that India has the largest addressable market in terms of kids’ audience in the world. It’s also the 3rd largest TV market after USA and China, so if you’re feeling peckish, here’s my…

…Indian Takeaway Points (Set Menu for Ten)

1) India has a huge talent pool with a high skill level in artistic and technical areas. “If you hit a tennis ball in the air it will probably land on a techie,” Biren Ghose.
2) Most companies are likely see India purely as a production location but it’s worth looking further. Co-partnership can help create something different and unique, e.g. the narrative style is different from the UK so creative solutions are often found.
3) India is waiting to invest. Although there aren’t many government initiatives, there are several tycoons who are looking to get into digital media. They don’t know how to develop this and although TV / Film might not be the first place they would write a cheque, if they do it’s hard cash, not co-partnership.
4) ELearning and Transmedia Learning have more opportunities than anywhere else.
5) “Jugaad” is part of the Indian gene – a desire to make things work. They almost always over commit. They are happy to improvise which can leave you vulnerable but fear not, if you can build genuine partnership and be clear in your communication then they will almost always deliver. (Last year they had an 80% track record of delivering on time.)
6) The missing ingredient in India is money. In the past it’s not been an organised industry, with little government support. However, it’s in transition and is currently positioning itself as a major player within the industry. The advice is that the time to invest is now.
7) One of the challenges of working with India is finding the right business partner…. there are over 4,000 animation houses. UKTI helps you to research, meet and consequently find the right one.
8) There are various business models available and many other industries currently employ this, e.g. outsourcing, co-production, dedicated unit, joint ventures and captive units.
13) India is very good at making you feel like you’re working next door. They have a good work ethic, stay up late to fit into UK time zones and English is the business language.
14) It’s cost effective. There is economic benefit. It’s cheaper. Less dosh needed. So if that leaves you considering a tip then UKTI is probably the place to go.

Did you know?
The first silent film was made in India in 1913 which means they’re celebrating 100 years of film making! Here’s to the next century! Wishing India a good innings! Hope you’re bowled over by this blog.  Howzat?

Sueann Smith, Director Production & Development, Red Kite Animation

Kaine Patel, Snipple Animation Studios
Biren Ghose, Technicolor India
Anand Gurnani, Anand Gurnani Media
Karen Holden, UKTI
Ken Anderson, Red Kite Animation

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Dave Hill, Writer and Content Developer – Freelance

About the author

Dave Hill

Freelance, Writer and Content Developer

Dave has worked on numerous projects across broadcast, education and publishing. Main contributions include: - Content developer and writer for 'Shusshh Listen,' 'Always Remember To...' 'Pablo and His Dogs,' CBeebies Radio & 'Together,' BBC Learning. - Production team for 'Let's Celebrate,' CBeebies & '15 Children and Counting,' Channel 4 -… Read more