BY AMRITA VALECHA & FARHATNAZ ANSARI
From L to R – Ashish S. Kulkarni, CEO, Big Animation, Accel Animation N.R Panicker, Munjal Shroff, Director & COO, Graphiti Multimedia;Frank Foster, Senior Director and COO, Maya Digital Studios;Agnes Li, Marketing Director, Golden Bridge Animation Studio; Mark Eyers, Chief Content Officer, Turner Broadcasting System Asia PacificEvery country has its ownchallenges when it comes to developing content and taking it to the international markets. Same is the case with India and the rest of Asia Pacific market and this subject was touched upon in the ‘Challenges of Creating Animated Content from ‘Asia Pacific‘ For Global Distribution‘ session at FICCI FRAMES 2010.The discussion was moderated by Big Animation‘s Ashish Kulkarni and panelists included Mark Eyers, Chief Content Officer, Turner Broadcasting System Asia Pacific; Frank Foster, Senior Director & COO, Maya Digital Studios; Agnes Li, Marketing Director, Golden Bridge Animation Studio; Munjal Shroff, Director & COO, Graphiti Multimedia and N R Panicker, Chairman, Accel Animation studio.The session focused on Asian animated content and making it relevant to the global audience, Co-production challenges within Asia Pacific as well as with global partners and what the global distributors expect from the content creators of the APAC regions.It is an unfortunate scenario that India lacks the existence of any co production treaties to help co-produce properties with other countries as well as tax benefits which other countries like France, Canada, Malaysia etc get by co-producing. This was rightfully mentioned by Munjal Shroff in the discussion, “When France and Canada co-produce, 60% of funding is recouped among their countries and then they go global”.Taking this point further Ashish Kulkarni mentioned, “Asia itself has too much potential that Asian countries should think of co-producing among them as well. Asian countries relationship has evolved over the past years. We believe in the model of co-production within Asia. Two or three countries should come together and collaborate so we have a strong appetite for our property”.Mark Eyers pointed out that co-producing among Asian countries is a good thing and it will become better by bringing in a broadcaster as a partner at an early stage. N R Panicker did not affirm with this idea and said that he prefers International partner outside Asia. Agnes Li putting forward China‘s perspective said, “This idea will not be very successful as the content will have more resonance with Asian culture and life and may affect its global appeal”.Frank Foster asserts, “Film making is a collaborative medium, No matter what country you are in IP is a luxury. We have to sustain our business with various verticals”.While global acceptance is the main problem to enable any content internationally successful, the issue of making profit also got a special mention in the discussion. When Mark Eyer was asked that will having an American writer help in making your content global he wittingly replied, “It helps! Agnes Li was quick to mention that now they look at global acceptance while they are still in their pre-production stage.According to N R Panicker Indian Animation Industry is struggling to survive. He is quick to add, “All APAC countries have different problems and limitations but India has its own unique problem. We are making all kinds of animation properties but the main question is to be able to make profits. Even if we sell it to a distributor what are we getting? We need to produce an International product and have a strategic marketing to promote it”.Agnes Li pointed out that China government provides 100% funding to the local developers thus promoting their Animation Industry.Mark emphasized that one needs to keep developing and developing and have more ideas than money. Turner has been one of the first supporters of IP development and working with various partners in Asia to co-create the properties for the world wide audience. Audience is King, then Story is God, he added.The discussion brings forth the reasons and means to influence and grow the co-productions between nations and thus help foster the Animation Industry. While story, funding, script and broadcasters remained the focus points of the discussion and how one influences the other was explored the discussion even pointed out the benefits of co-producing among Asian regions.connect@animationxpress.com
