Television

Cosmos-Maya’s strategy for global animation

Co-production with European and Latin American companies has already commenced.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/09/10/ketan.jpg?itok=CVNYubFE

MUMBAI: Producing animation series isn’t a low-hanging fruit. Considering that a huge amount of money is spent on the production of animated shows than general entertainment channels (GECs) in the Indian television segment, it takes a big heart to risk Rs 20-60 lakh for an animated show’s 11-22 minute episode as against investing Rs 7-8 lakh to produce a daily soap.  But one man decided to don the hat of a filmmaker and launched an animation studio named Cosmos-Maya, realising the need to create more home-grown content rather than depending on overseas programmes on TV.  

Cosmos-Maya, founded by Ketan Mehta, commenced its journey 20 years ago when he faced certain issues during 1993 in infusing some visual effects for a scene in his movie Maya Memsaab.

Ketan said, “There was a shot required in the climax where we had to use special effects. Maya drinks a magic potion and disappears in the flame of light. I tried to shoot it in 10 different ways and it was still not satisfied because the technology was just not available in India at that point in time.” In search of the right equipment and expertise, he travelled to Hong Kong but to no avail.

“I felt that it was a shame that India, which claims to be the largest film industry in the world, didn’t have the basic technology that a filmmaker wants. But fortunately, around the same time, visual technology was taking off, so we decided to take a leap of faith and start a studio,” he added.

The journey was tough. Cosmos-Maya CEO Anish Mehta said that scaling up from 40 to 1200 employees was a major challenge. “It was a challenge in the beginning and it is a challenge now that it has been achieved. There have been a lot of ongoing hurdles. Ensuring that there is no repetition and bringing out this mirrored range of variety from a creative standpoint is also an ongoing challenge that is dealt with on a fairly regular basis.”

Now, the company is filled with 1000 techno artists, 20 full-time writers and many other freelance writers and the plan is to double the employee count. 

Albeit coming from a filmmaking background, his strong belief in launching a studio and training the employees in animation production resulted in a seamless production pipeline. “We produce 30 episodes per month and no other production house is able to produce the number of episodes that we make per month,” said Ketan. Filmmaking experience helped him create his own IPs.

Bullish about India’s animation scenario today, like every other player in the market, Ketan also feels that it is growing rapidly. According to him, the industry will grow at least 17-20 per cent y-o-y. He believes that so far the growth in the industry has been television driven, but gradually feature films will also come into play.

A major industry challenge was to evolve the IP rights system. Anish said, “The creation of successful IPs through partnerships is the way forward now because retention of IP has been a major focus area across all the key partners in the value chain. So we need to align with the partners who have a similar vision and share our philosophy. There has to be a complimenting set of goals that both teams are working towards and hence IP partnerships can work out.”

The animation industry also sees digital being a major future area. According to Ketan, in the next 5-10 years, TV and digital segments will be complementing each other. 

To take Cosmos-Maya global, the company is already working on developing a global idea. With the Emerald investment, co-production with European and Latin American companies has already commenced. “Now the growth strategy is, how to grow beyond the Indian domestic market,” Ketan added.

Over the past five years, the company has produced a record 1,400+ half-hours of animated content for major TV and digital platforms, including Viacom18, Disney, Turner, Sony Pictures, Discovery, Netflix, and ALT Balaji. In addition to its hit series Motu Patlu, Cosmos Maya has an impressive twelve titles on TV now, including Shiva, Eena Meena Deeka, Kisna, Vir - The Robot Boy, Guru Aur Bhole, Chacha Bhatija, Tik Tak Tail and Selfie with Bajrangi.

Pakistan is another major territory for Cosmos-Maya, as the Urdu version of the show Motu Patlu works well with the audience. The show is also dubbed for countries like Indonesia, Vietnam and Mauritius.

Ketan feels that the Indian share in the global market still remains at 1 per cent. He said, “It has phenomenal scope to grow as we have skilled manpower and there’s no reason that we can’t do better in the animation sector.”

With a bright future, Cosmos Maya is venturing into an unknown but hopeful future.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/10/nick10.jpg?itok=I_TcfJgy
Nickelodeon US launches a content accelerator programme to help up-and-coming, underrepresented creatives

US kids broadcaster Nickelodeon has announced that to ensure that a variety of voices are being heard, it has created the Nick Content Accelerator.

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/10/inderpal-singh-jaggi.jpg?itok=_sbEuIk4
Inderpal Singh Jaggi joins Shemaroo Entertainment as India's digital & international syndication lead

Inderpal Singh Jaggi is appointed as India's digital and international syndication lead of Shemaroo Entertainment.

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/10/35.jpg?itok=bGaYogQV
Anjana Om Kashyap to lead India Today Group’s new digital platform Aaj Tak 2

The India Today Group has launched Aaj Tak 2, a brand extension of its flagship Hindi news channel Aaj Tak.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/10/dangal_tv.jpg?itok=-fOXJMwE
Dangal TV emerges as leader across Hindi GEC's prime time slots

Mumbai: Among the top 10 Hindi GEC channels, Dangal TV emerged as the undisputed leader in the prime time slot (1900–2200 hours) with 233 million impressions and a relative share of 20 per cent in HSM. The most recent BARC data in week '22 shows that Dangal TV continues to dominate and holds the...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/10/32.jpg?itok=D31RzK-1
"Audiences engage with shows that have smart packaging and innovative content": News18 CEO – Hindi news cluster K A Singh

For two weeks straight, News18 India has garnered the highest market share in the Hindi-speaking market compared to its competitors based on a four-week average, according to Broadcast Audience Research Council (Barc) India data (HSM 15+, Week 26-29 & Week 27-30, All Days, 24 hours).

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/09/tv_today1.jpg?itok=Nq4sb4h1
TV Today Network reports a 7% revenue growth YoY to Rs 218.15 crore in Q1 FY23

TV Today Network has released its financial results for Q1. The results reveal that the network has reported a 7 per cent year-on-year growth in revenue from operations to Rs 218.15 crore in Q1 FY23 as against Rs 203.88 crore in the corresponding quarter of the previous fiscal.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/09/dd-free-dish.jpg?itok=zaGZNsuN
Prasar Bharati invites applications for 62 e-auctions of vacant MPEG-4 slots

The public broadcaster Prasar Bharati has invited applications for vacant MPEG-4 slots on the DD Free Dish DTH platform on a pro-rata basis for the period 24 August 2022 to 31 March 2023. The 62nd e-auction process will be tentatively held on 17 August and the last day to submit applications is 16...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/09/quint_0.jpg?itok=q1FHn_ep
Quint Digital Media Q1 consolidated revenue up 80%

Quint Digital Media has published first quarter results for the period ended 30 June 2022. Quintype maintains strong growth in revenues; on a full year basis, revenues are likely to double over FY22.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/09/rohit-gupta.jpg?itok=q3zndF4t
Rohit Gupta moves on from Sony Pictures Networks

Sony Pictures Networks (SPN) advisor Rohit Gupta has made the decision to leave the organisation entirely. Gupta has worked for SPN since 2002.

Television TV Channels People