Television

Animation industry gung-ho on proposed mandate on local content

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/19/Itv_5.jpg?itok=CP85d67p

MUMBAI: Some proposals in a draft Broadcast Bill 2006, prepared by the information and broadcasting ministry for the Union Cabinet's consideration, has evoked mixed reaction from the industry.

The Indian animation industry is excited that the government is mulling mandating a certain percentage of programming on TV channels to be sourced from India.

"We are absolutely delighted. The proposed bill is a surprise and will be a catalyst for growth. I would like to however add that Cartoon Network, Nick and Disney have anyways gotten interested in local content and this regulation is a bit late, "DQ Entertainment CEO & MD Tapas Chakravarti.

He went on to add that 15 per cent is too less and that China and Japan have close to 50 per cent of local programming share on TV channels.

Chakravarti also reveals that the development has inspired DQ to go ahead with its investment plans in Intellectual Property (IP) in India.

"At DQ, we have taken a decision internally almost six months back for creating Intellectual Property (IP) in India. We are planning $10 million investments on our part and our French and American partners will bring in similar numbers. The idea is to create products for global market but with Indian stories. This will be something similar to what Disney did with Jungle Book," he explained.

As per the draft bill, TV channels on a mandatory basis would have to have 15 per cent of their total weekly programming produced locally. It's also being proposed the share of public service/socially relevant programme content shall not be less than 10 per cent of the total programme content of a channel broadcast during every week.

This would mean that channels like Cartoon Network, Animax, Discovery, Animal Planet and Discovery Travel and Living would have to have a prescribed percentage of content generated from India, which has been a long-standing demand of Indian animators.

Concurring with Chakravarti is Phoebus Media CEO Rahul Bakshi. "15 per cent is too less, but is a good start and will have a multiplier effect. It gives companies like ours conviction and confidence that we are on the right track having already invested a lot in local content," he added.

The industry also feels that the move will give it shelter from the rain as well as boost the job scenario.

"Such a government move will help us get more conviction to stick to original content. Thousands of jobs will be created and more animators means more animation outsourcing also," says Green Gold Animation CEO Rajiv Chilakalapudi.

According to Graphiti Multimedia director Munjal Shroff, the proposed regulation could help content creators look at other markets to compliment the revenues.

"Usually there has always been a block because TV channels find it much more economical to buy animated content from markets like Mipcom at $500 to $1000 per episode rather than commissioning new shows in India. If the bill is passed and local content does become compulsory, then it will give local content creators a space to exist and once there is a minimum local market, then content creators can always look at other markets to compliment the revenues," says Shroff.

Color Chips CEO Sudhish Rhambotla felt that channels would either commission local content or also have the option of shifting production of some of their shows being produced elsewhere into the country, which again would be "good for the business."

On their part, the kids channels expressed their readiness to make changes in their programming structure if need be.

The Walt Disney Company India managing director Rajat Jain said, "Whatever changes have to be made, will be made in our programming according to the Broadcast Bill when it is passed. At the end of the day, one has to comply with the laws of the land."

When queried as to what percentage of programming on Disney Channel and Toon Disney were local presently, Jain said, "It is difficult to calculate at this point in time what the percentage of local content is."

Hungama TV COO Zarina Mehta says her channel already plays more than 15 per cent of local content.

"I don't know the exact percentage of local content that we have on the channel but currently it will definitely be more that 15 per cent. If fact, we will be the only kids channel that have that much of local content," she says.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/ipl.jpg?itok=G15HVAwJ
VIVO IPL: VIVO IPL on Star Sports register highest ever engagement

Revolutionizing the way, the world experiences VIVO IPL, Star India reimagined VIVO IPL in to a six-month fiesta instead of just a two-month tournament. Keeping fans at the heart of the experience, Star India used the confluence of technology, consumer insight, and experience in cricket coverage,...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/abhishek.jpg?itok=KDMML6C5
Abhishek Upadhyay joins &TV as marketing head

Abhishek Upadhyay, who headed marketing for OLX, has been appointed marketing head of &TV, the Hindi language GEC channel of Zee Entertainment Enterprise Limited (ZEEL).

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/saral.jpg?itok=k0DYsipd
Saral Jeevan adds three new programs to its prime time offering

Saral Jeevan, a Kannada infotainment channel, is launching three shows today. While one of them is season two of Jnanapada (based on folk songs), the other two programs are based on factual content. With a focus on non- fiction programming like history, mythology, travel and insights from Indian...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/discovery.jpg?itok=UmdA492J
Discovery joins hands with BYJU’S for quiz show

Discovery Communications India and BYJU’S, the Learning App, has joined hands to launch a school quiz show called the Discovery School Super League.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/john.jpg?itok=M2fDq-bg
Time Warner to be renamed Warner Media, Turner CEO exits

AT&T announced on Friday, its first full day of owning Time Warner, that the operating businesses in the $85 billion acquisition will be contained in an entity called WarnerMedia. The names of the operating units - HBO, CNN, Warner Bros., TNT, etc. - will stay the same.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/mallika.jpg?itok=Ld06iORE
This special musical video follows Bani J tirade against trolls as a part of ‘Trolled’ series on RISE by TLC

After a power packed punch by Bani J to the misogynistic trollers, comedy sensation Mallika Dua is all set to fire back with her quirks and wits and show the internet hate its place. This will be the second short format music video under the ‘TROLLED’ series and will premiere on Rise by TLC, a...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/partho.jpg?itok=P31SA2Dp
Sports dominated OOH viewership in April-May: BARC

Contributing more than half of the total TV viewership during the April-May period, the sports genre topped charts in Broadcast Audience Research Council (BARC) India's Out of Home (OOH) measurement report. Sports accounted for 70 per cent of viewership, while movies and music enjoyed 10 per cent...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/news18.jpg?itok=6c_jXK46
News18 Network launches multimedia campaign to strengthen its position

MUMBAI: News18 Network, has announced the launch of its mega campaign 18=1. The Network, which once comprised of channels such as CNN-IBN, ETV, IBN7 and IBN-Lokmat, recently consolidated all its general news channels under the News18 Brand. This has allowed the Network to develop one, seamless...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/brid.jpg?itok=KzqLd-H5
Guest column: TV Analytics on Colors Tamil

Viacom’s entry into a new regional market with channel Colors Tamil has made big news since its launch in February this year. With its sampling phase for content still running, the channel’s performance has a dynamic impact on the regional television landscape. We studied the key viewership...

Television TV Channels Regional

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories