Ficci gears up for Frames convention


MUMBAI: Frames, the convention for the business of Indian entertainment organised by Ficci, will take place from 26 - 28 March in Mumbai.

Business delegation from over 20 countries is expected for the event which is in its eight year. This year Italy is a partner country.

The television track kicks off with a plenary session - Regulatory Framework for Entertainment Industry on the opening day.

There has been a regular debate among various stakeholders on regulation. How much of regulation should be there? Should the content regulation be consistent across all delivery mediums such as TV, radio, films and print? Should there be a price regulation? Or the industry should be left to market forces to evolve on its own?

With the boom of news channels, there will be a session on Changing face of News. In order to survive, news channels along with newsworthiness should have something different. Along with managing editorial content, the gatekeepers are also acting as brand managers.

Viewers wanting a global perspective of television can attend Fresh TV around the World. This special session, now a regular item at the television trade events in Cannes, France Mip TV and Mipcom, presents the world's freshest and most popular TV shows of the season, specially edited for Frames participants.

This includes clips from the world's most successful, innovative and most talked about TV shows. Based on the monthly The Wit Fresh TV Report which spots new shows launched in more than 30 markets worldwide, the presentation also covers the most creative trends in different programming genres.

With Cas and DTH already introduced, Frames will have a Plenary Session on The Last Mile: Battle of reaching consumers. The challenge of retaining existing consumers is going to be tough. Are existing distributors well equipped to take up this challenge?

Another plenary session examines the importance of content. Innovative marketing and promotional campaigns can be of little hope unless it is fuelled with winning content. Irrespective of platform, the key to success is high quality content. Can anybody afford to disagree?

There will also be a focus on the Asian TV Market in a session. Asia has common cultural values thereby having huge potential of sharing content with countries like Sri Lanka, Pakistan, Nepal, and Singapore. How the trade of content can be further strengthened among these countries?

The Film Track kicks off with the crucial topic of marketing and distribution. This has always been an integral part of the business plan for film producers. The success of a film no longer depends on just the content, storyline and the starcast, but also on how well the film is marketed. The successes of Krissh, Don and Dhoom 2 in India scenario are prime example.

The session will discuss the new methods employed to get to the target audience especially in international markets. Another session looks at digital cinema. From Celluloid to digital …Indian multiplexes and stand alone theatres are adopting the digital technology. Earlier business models were driving the technological applications. The scenario is just the opposite now, it's the technology driving the business of Indian Cinema. The digital technology is changing the way the movies are being watched…. What lies in the future?

Another session examines whether remakes and sequels revisits the past or is it the result of intellectual bankruptcy. Indian films now have a lot of sequels and remixes. Sequels of Munnabhai, Krissh, Hera Pheri, Dhoom and remakes like Don and Umrao Jaan and their success has added a new dimension to the Indian film industry. Some see it as a case of intellectual bankruptcy. In the era of commercialisation does storytelling hold a chance?

What makes popular cinema tick? Is there a magic formula for success at box office? Increasingly the taste and sensibilities of the Indian audiences are changing. This is reflected in the different genres of movies making box office history this year. Films like Dhoom 2, Krishh, Rang De Basanti and Munnabhai have generated mass hysteria. There is a radical change in the scripts, treatment and presentation. The changing trends of Hindi films will be looked at in a session.

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