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Animation comes to life in India

Animation comes to life in India

According to the 2011 Ficci-KPMG Indian Media and Entertainment Industry Report, the Indian animation industry is set to grow to $ 2.9 billion by 2015 from $ 1.8 billion now.

Visual effects and animation have come a long way. From just being restricted to cartoons, it has evolved to become one of the fastest growing industry segments in the country.

The animation industry in India started looking up sharply from the second half of the 1990s when animation studios flourished across the country. Later, the industry developed a more serious, export-oriented outlook.

"Yes, animation was all about cartoons, and cartoons according to many, were only for children. I remember the days when I said that I am working in the 3D animation industry and people used to say, 'Oh, you mean cartoons.' It's surprising to see the rate of growth in the animation industry during the last 10 years where people have started showing interest in animation," said Megha Thakkar, team lead (texturing), Technicolor Bangalore.

According to the 2011 Ficci-KPMG Indian Media and Entertainment Industry Report, the Indian animation industry is set to grow to $ 2.9 billion by 2015 from $ 1.8 billion now.

Not long ago, it was difficult to find 3D artists. Not so anymore. In fact, animation has evolved into a lucrative career option too.

"I took an advanced course in animation and VFX (visual effects) from one of the premier institutes in the country. I have worked for some major channels and top programmes. Animation and VFX are about creativity, if you are creative this is the field for you," said a creative director on condition of anonymity.

Films like "Robot" and "Hanuman", the much-hyped RaOne, which is set to woo audiences this Diwali, boasts of some of the best visual effects and animation.

"Today not only films but every sector is dependent on animation for various reasons. Animation can be said to be the best medium to provide audio- visual communication.

You can design it according to your taste and convey your message to the viewer in an interesting manner. It is one of most sought- after things today in the industry. Nowadays, more than 80 to life in India per cent of our films use VFX and animation in some way or the other," said an industry expert who did not wish to be named.

The most important factor which helped animation grow in the country is its revenue generating potential for artists, studios, educational institutes and all others connected with it.

"It got even better when most reputed studios from overseas started showing their interest in India by not only outsourcing but also opening their studio branches in India and entering into partnerships with existing studios. It helped the industry in terms of revenue generation, training, new order pipeline and more opportunities for artists," added Thakkar.

India is gradually positioning itself as a significant provider of animation production services. Its strengths and edge in the market include a vast base of English-speaking manpower and presence of low-cost animation services.

"India's edge in pricing is unmatched compared to countries like the US, Canada or even Korea and the Philippines. There are at least 12 animation studios in India, which are world-class with relevant hardware, software and communications infrastructure and skill sets," said Thakkar.

Courtesy: Mail Today