Bollywood needs to be more proactive in the digital realm: Seminar

MUMBAI: At the fifth International Conference on Communications Convergence that was organised by the Indian Merchants Chamber (IMC) one of the sessions looked at the globalisation of Indian content. The speakers were FX Factory CEO Ramesh Meer and PlanOne‘s Viraj Kalra.

Kalra spoke about the situation from the point of view of the new Indian film producer. The firm has released three films in Bengali last year and one film in Hindi. Both Bollywood producers and those who work in the technology realm need to be proactive as understanding the needs of an Indian consumer is tough. "Film producers talk of digital downloads not realising that there are sites where one can download films for free. From that point of view India is a difficult market."


Film‘s pie of Indian entertainment is expected to stay at 18 per cent.

However to maintain that Kalra says that film producers cannot only rely on the box office. They have to make sure that their content reaches multiple screens and that they get paid for it. The governance model has to be improved. He notes that video content is driving uptake of higher end mobile devices. He spoke about the need for a tapeless environment to be created.

Servers save infrastructure costs. At the same time the rioghts to films in a digital environment need to stay with the producers.

They can give out the rights to film songs to short code providers like Mauj. Film producers can even get their own short codes.


He says that it is important for there to be backward and forward integration in the film production model.
An example of backward integration is Mukta Arts setting the Whistling Woods training school. This means that talent is being nurtured that the company can tap into. Forward integration can be seen in terms of film studios setting up post production facilities.

This takes care of the entire process of making a film. Digital cinema he notes allows for a one time investment in a film print. However the quality of digital theatres in India is a generation behind what it is abroad.

In order for Indian film content to travel abroad a one stop shop is needed.

This means there is a business opportunity for a firm who can take xcare of dubbing, subtitles, marketing. Also a one stop technology marketing firm is needed which can repurpose the content for different platforms. He notes that abroad film companies are becoming adept at using the new media as a marketing tool. An example is Borat where the film distributors used the net effectively in the form of podcasts, downloads of promos. This created buzz around the film and saved the need for a lot of money to be spent on marketing campaigns.

He also says that Bollywood needs to also look at making better trailers like what Warner did for The 300. That trailer is aimed at getting people to see the film and he notes that often the cost of a Hollywood trailer is equal to the budget of some Hindi films.

Meer‘s firm makes visual effects for films. He gave the example of George Lucas using HD equipment for Star Wars Attack Of The clones which was made a few years back. Lucas has now decided to only work in digital. In the US some theatres added digital screens so that they could air that film. Steven Soderbergh is another filmmaker who works in the digital realm. He says that in India it is expected that there will be 700 digital screens by the end of this year. Let‘s Talk was shot digitally. Digital sets are becoming more common like what was used for The 300.


Latest Reads
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components
Pune Times joins hands with the Pune Police to launch the 'City Safe' app, as part of #MakeMyCitySafe initiative

Pune Times, city supplement of leading media house, The Times of India, has joined hands with Pune Police to support an initiative for women’s safety in the city. Pune Times has launched its campaign #MakeMyCitySafe as a big shout out to the youth of Pune to come together to make the city safer...

Technology Software Applications
HAL Robotics ropes in Navanit Samaiyar as board member and advisor

MUMBAI: HAL Robotics has roped in Navanit Samaiyar as its board member and advisor. Samaiyar has a record of setting up, scaling and transforming businesses across a very wide cross section of industries spanning from IT/ ITeS to steel, telecom, engineering goods, earthmoving machinery, logistics...

Technology Hardware Components
Republic TV launches Android app

MUMBAI: Republic TV is on a roll. From rocking the ratings chart in launch week itself to going international, the channel has added one more accomplishment to its kitty. The Republic TV Android app is now live.

Technology Software Applications
STB cos in India, China enhancing features, providing customised solutions, Technavio enlists top vendors

MUMBAI: The global STB market is characterised by intense competition as the market is saturated in developed countries. The market share of these players is declining because of the entry of new players. The STB companies are enhancing the features of STBs and providing customised solutions to...

Technology Hardware Set-top Boxes
India's PFT Clear Media ERP suite to help US' PBS content delivery

MUMBAI: Prime Focus Technologies (PFT), the technology arm of Prime Focus, announced that its CLEAR™ Media ERP Suite has been selected by Public Broadcasting Service (PBS) to enhance their Network Operations Center (NOC) ecosystem efficiencies and sustainability, with the objective of reducing...

Technology Software Applications
Broadcasters, OTTs to gain as Via adds xHE-AAC at special rate

MUMBAI: Via Licensing Corporation, a intellectual property solutions provider, has announced the upcoming availability of Extended High Efficiency AAC (xHE-AAC) as part of the Advanced Audio Coding (AAC) patent pool. The expanded patent pool licence will be available at no additional cost to...

Technology Software Applications
Tata Comm to deliver Motorsport videos on global devices

MUMBAI: Tata Communications will now deliver video content for viewers' all devices over its global network. The two have partnered to power the growth of the network’s internet television platforms.

Technology Software Applications

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories