The big­ger pic­ture is be­ing built

The National - News - Business - - Subcontinent -

Prashant Rao, the manag­ing di­rec­tor of D-Ammo Imag­i­neer­ing, a Mum­bai-based vis­ual ef­fects and an­i­ma­tion start up, talks about the sec­tor. q What are the main chal­lenges for vis­ual ef­fects and an­i­ma­tion com­pa­nies in In­dia? a The ma­jor chal­lenge for com­pa­nies is hir­ing of tal­ent which turns out to be ex­pen­sive in tier one cities com­pared to tier two and tier three towns. The num­ber of ser­vice providers have in­creased in the last five years, lead­ing to tough com­pe­ti­tion. The so­lu­tion to sur­vival is be­ing present in more than one city. How do the prices of vis­ual ef­fects ser­vices in In­dia com­pare to the US? How much cheaper are they? The sup­ply of vis­ual ef­fects ser­vice providers is enor­mous. With many tak­ing up free­lanc­ing along with their reg­u­lar vis­ual ef­fects jobs at var­i­ous pro­duc­tion houses, the prices keep fluc­tu­at­ing. Un­like pro­duc­tion houses that have in­fra­struc­ture over­heads to op­er­ate with, they work from an apart­ment and could be very eco­nom­i­cal. Over­all, prices of qual­ity and ex­pe­ri­enced pro­duc­tion houses in In­dia as com­pared to US are ap­prox­i­mately 30 per cent lower. What other fac­tors are af­fect­ing the sec­tor? De­mand for ex­pen­sive ac­tion con­tent by some Hol­ly­wood pro­duc­ers nar­row down [In­dian com­pa­nies] to a lim­ited num­ber of big play­ers. Hav­ing said that, the vol­ume of work gen­er­ated by the In­dian film in­dus­try and the vo­ra­cious ap­petite of the In­dian masses for con­tent, com­pels pro­duc­ers in In­dia to cre­ate fresh and young con­tent de­ploy­ing the lat­est tech­nol­ogy. There are a num­ber of chan­nels, medi­ums and a plethora of op­tions now avail­able to view con­tent, thanks to Ama­zon, Net­flix and YouTube. Apart from Hol­ly­wood, In­dia’s con­tri­bu­tion to the Asian film in­dus­try is see­ing tremen­dous growth.

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