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from t he edito r

W

elcome to the latest edition of Pickle focusing on Indiajoy, which bears the testimony of India’s booming audiovisual and gaming industry.

Powered by TVAGA and supported by the Government of Telangana, IndiaJoy stands as a monumental force in the digital entertainment arena, drawing passionate participation from content creators, artists, VFX studios, gamers, animators, and professionals.

This issue delves into the transformative impact of IndiaJoy and the iconic Image Tower, shaping Hyderabad as a new emerging hub on the global AVGC landscape. It encapsulates the sentiments of industry experts, offering insights into the changing face of the AVGC sector and the proliferation of such hubs across India. As we navigate this dynamic landscape, it’s evident that in the coming years, more states will embrace infrastructural initiatives akin to Image Tower and IndiaJoy, solidifying their status as catalysts for growth in the digital entertainment space.

The Central Government’s AVGC policy, as outlined in the report submitted by the AVGC Task Force, is a testament to their commitment to foster growth in this sector. With co-production treaties established with 16 countries and incentive schemes encouraging international collaboration, India is poised to be a global hub for animation, VFX, and gaming.

animators, studios, and content creators. The focus on Intellectual Property (IP) underscores its pivotal role in driving innovation and growth within the industry.

India’s Media and Entertainment (M&E) industry is a thriving ecosystem, offering abundant growth opportunities for both global and domestic businesses.

The government’s initiatives are strategically designed to unlock the full potential of this sector, cementing India’s position as a global powerhouse in the realm of entertainment and gaming.

We hope you find this edition of Pickle IndiaJoy as enlightening and inspiring as we do. Happy reading!

Now is also the time to make plans to attend the 54th International Film Festival of India, Goa (November 20-28, 2023) and Film Bazaar (November 20-24, 2023). The Indian Locations and Services Guide and the Special Edition of IFFI Goa 2023 are the main topics of our upcoming issue.

Please email your views and suggestions. We will gladly address any inquiries you have about Indian media and entertainment companies.

As India forges ahead, the objective is clear: to champion the ‘Create in India for the World’ campaign. This involves nurturing international partnerships, showcasing India’s prowess in animation and VFX, and creating lucrative avenues for Indian

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With its thriving creative industry and commitment to nurturing talent, Hyderabad has become the hub for IndiaJoy to thrive. The platform serves as a vital catalyst for the growth and development of the Indian AVGC space, bringing together industry experts, innovators, and visionaries from around the world.

IndiaJoy provides a transformative platform that facilitates networking, exhibitions, new products, and B2B and B2C events. This convergence has opened up new avenues for investors, corporations, studios, content developers, delegates, consumers, hardware manufacturers, and students alike.

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 C enter of Excellence - dedicated office space for Animation VFX & Gaming Companies  P roject being developed on 10 Acres @Hyderabad Knowledge Corridor  P roject Cost : $ 1.2 Billions  T otal Built up space : 1.6 mil sft  P lug & Play office space  W arm Shell, MOCAP Studios, Green Mat Studios, Sounds and aquistic studios  C olour coding, DI Studios, Render farms & Data Center  H igh Definition Bandwidth  S hared software services

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Image Tower what you get

when you move in Image Policy - Incentives  Reimbursement of Stamp Duty, Transfer Duty and Registration Fee  Reimbursement of recruitment Assistance & Energy under Open Access System,  Industrial Power Category Conversion & Reimbursement of exhibition stall rentals  Reimbursement of quality certification expenditure & Capital inverstment subsidy,  Reimbursement of production cost for animation theatrical released film,  Reimbursement of production cost for animation cartoon series,  Game production cost, Reimbursement of VFX Production cost,  Reimbursement of lease rental & Entertainment tax exemption,  Reimbursement of internet bandwidth charges & Allotment of land

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Thought Leader

Pioneering the Future of AVGC CHANGING FACE OF HYDERABAD

In the vibrant landscape of digital entertainment technology, Telangana stands as a beacon of innovation and growth.

Since our state’s inception in 2014, we have witnessed unparalleled progress, outpacing several major cities in India. The Image Tower in Hyderabad is a testament to our visionary policies and dynamic infrastructure development to ensure the growth of AVGC sector in the state say K. T. Rama Rao, Hon’ble IT Minister, Telangana

T

elangana’s journey in the digital entertainment technology sector has been nothing short of spectacular. Since its formation in 2014, the state has witnessed unparalleled growth, surpassing several major cities in India. This remarkable ascent can be attributed to visionary policies and dynamic infrastructure followed by the state to stay ahead of the curve.

Central to our success story is the pioneering IMAGE Policy, introduced in 2015.

Unlike conventional approaches, this policy was meticulously designed to provide tangible support to the Animation, Visual Effects, Gaming, and Comics (AVGC) sector. It has not only attracted a multitude of new companies to our state but has also resulted in a surge of Intellectual Property creation and overall industry output.

The crowning jewel of our commitment to the AVGC sector is the upcoming Image Tower, slated to be the world’s largest facility dedicated to digital entertainment

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K.T.Rama Rao Hon’ble IT Minister, Telangana

technologies. This monumental 1.6 million square feet structure will be an iconic landmark of Hyderabad, our capital city. It will exclusively cater to companies in digital, animation, gaming, and multimedia

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IMAGE Tower embodies our vision of creating a thriving ecosystem for the AVGC industry - a one-stop-shop for companies, fostering collaboration, innovation, and growth

post-production, offering state-ofthe-art facilities for live action and motion capture. This tower embodies our vision of creating a thriving ecosystem for the AVGC industry - a one-stop-shop for companies, fostering collaboration, innovation, and growth.

Our foray into the global AVGC market has attracted a flurry of multinational corporations, solidifying our position as a preferred destination for industry leaders.

Moving Towards Excellence in AVGC • T elangana’s journey in the AVGC sector has been marked by unparalleled growth and visionary policies since its formation in 2014.

• The innovative IMAGE Policy has not only attracted a surge of companies but has also led to increased Intellectual Property creation.

• The upcoming IMAGE Tower, a monumental 1.6 million sq. ft. facility, will be a global icon for digital entertainment technologies.

• Telangana’s dynamic policies have attracted multinational corporations, solidifying its position as an industry leader.

• Our unwavering dedication to innovation is set to propel us to the forefront of the global AVGC landscape.

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INDIA JOY 2023 31 OCT - 4 NOV LARGEST CONGREGATION OF GAMING, ANIMATION, VFX AND FILMS

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Indiajoy stands as a testament to Telangana’s commitment to nurturing the burgeoning Animation, Visual Effects, Gaming, and Comics (AVGC) industry. This annual extravaganza serves as a convergence point for industry stalwarts, creative minds, and tech enthusiasts from around the world.

By hosting Indiajoy, Telangana not only showcases its rich potential in the digital entertainment sector but also provides a platform for knowledge exchange and collaboration. The event, encompassing diverse components such as conferences, exhibitions, and gaming competitions, fosters an environment ripe for innovation. It acts as a catalyst for local talent to interact with global leaders, opening doors to new opportunities and partnerships.

For Telangana and India at large, Indiajoy emerges as a pivotal event with far-reaching implications. It positions Telangana as a global hub for the AVGC industry, attracting investments and collaborations on an international scale. By bringing together creative minds, entrepreneurs, and industry experts, Indiajoy propels the sector towards a future marked by cutting-edge technology and ground breaking content creation. Moreover, it bolsters India’s presence in the global AVGC landscape, showcasing our nation’s prowess in this dynamic field. Through Indiajoy, Telangana and India have the opportunity to leave an indelible mark on the world stage, driving innovation, economic growth, and cultural exchange in the digital entertainment realm.

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Thought Leader

Hyderabad

Redefining India’s AVGC Landscape MAKING POLICY INTO ACTION

Jayesh Ranjan

Principal Secretary - IT Government of Telangana

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Following back-to-back meetings with global production houses and entertainment technology companies at the recently concluded MIPCOM Cannes, Jayesh Ranjan, Principal Secretary, IT, Government of Telangana took a moment to speak with Pickle about the development of Image Tower in Hyderabad and the potential benefits for international audiovisual studios

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yderabad has two very significant legacies: it is a filmmaking center, and it has a solid technological foundation.

As part of Telangana’s long legacy of filmmaking, many Telugu productions can be found in the top 10 blockbusters of the recent decade, including Baahubali, Pushpa, and RRR. Indeed, RRR won the Oscar for Best Original Song last year. As part of its technological legacy, over a million people work in Hyderabad’s tech sector. More than 1,500 companies including who’s who of the world’s tech giants (Google, Facebook, Microsoft, Amazon, and Apple outside of the US) are housed in Hyderabad. These technological heavyweights do cutting edge product development and innovative solutions here.

It is, therefore, very natural that entrepreneurs will find it advantageous to work on the convergence of filmmaking and digital, which is collectively referred to as digital entertainment technologies, such as animation, VFX, game development, and multimedia. This has become a very important industry for us during the last ten years. When Telangana became a new state in 2014, we were determining which areas should

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HYDERABAD

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be given priority. We identified this AVGC sector and developed Telangana’s IMAGE Policy well before the National Policy.

Many industry experts have given us the feedback that this policy is very comprehensive, very progressive, and addresses some of the industry’s pain points. So, if you ask me, what is the State’s major accomplishment, what have we done? My response will be that we are primarily focused on three issues. The first is infrastructure; the second is training people; and the third is a commitment to innovation. So, in terms of infrastructure and human resources, these are the three investments we’ve made over the years.

The state has made the largest infrastructure investment of its type for the Image Tower.

Only audiovisual and digital entertainment companies and studios (AVGC sector) will be housed here. The three most important features to remember about Image Tower are that it is located in Hyderabad’s prime real estate district, that it will cost the state government more than $1.25 billion to build, and that it is being designed in such a way that the industry will consider it valuable.

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It is time for global studios to take advantage of the opportunity and establish their studio at Image Tower

The Image Tower include a wide range of common facilities. This 1.6 million square-foot building will include amenities like motion capture studios, renderfarms, and post-production capabilities. If you’re establishing an autonomous unit here, you won’t need to invest in many vital facilities because the plug-and-play incubation here will provide all the assistance you require. The AVGC Industry Center of Excellence will also be housed in the Image Tower. The government has made substantial investment in infrastructure development in this area.

We also have a strong focus on talent.

When we build such infrastructure and invite the entire world to set up their studios in Telangana, the world will naturally wonder if there is

When we build such infrastructure and invite the entire world to set up their studios in Telangana, the world will naturally wonder if there is any talent available in the state

In Hyderabad, there are now 150 training centers. And we are always receiving updates from the industry, such as what software is being deployed and what application is being used, and we work with these training institutions to ensure that they updated their curriculum so that they do not teach anything that is outdated

any talent available in the state. The common concern of global studios will be: What will I do if I can’t find people? As a result, we bear a significant amount of responsibility.

In Hyderabad, there are now 150 training centers. And we are always receiving updates from the industry, such as what software is being deployed and what application is being used, and we work with these training institutions to ensure that they updated their curriculum so that they do not teach anything that is outdated. In addition, we are in discussions with global institutions and academies about establishing training and skilling academies at these premises.

Another crucial point is that if you look at any sector around the globe now, a massive disruption is taking place, particularly post-pandemic.

AVGC is likewise an industry experiencing significant technological change. So, even before COVID, we had foresight. After COVID, everyone understands the need of innovation disruption. But, long before COVID, we recognized the need of innovation, and this is one industry that will gain greatly from it. So, in collaboration with the Telangana government and the Software Technology Park of India (STPI), we established a Center of Excellence on Image (CoE for Gaming, VFX, Computer Vision, and AI).

So, now that everything is in place, it is time for global studios to take advantage of the opportunity and establish their studio at Image Tower, forging a profitable collaboration with India to service the world entertainment business, since the next few decades belong to India.

(As told to Natarajan Vidyasagar)

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T FOR U O P

2024

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Young & Emerging in Indian Media and

NEWSPECIAL YEAR ISSUE NEW YEAR ISSUE

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CREATOR OF LITTLE BHEEM

We want IMAGE City to be a go-to place for

talent, echnology, and business in animation, gaming, and visual effects Rajiv Chilaka

FOUNDER-CEO - GREENGOLD ANIMATION Co-Founder, TVAGA & Indiajoy, President, TVAGA

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INDIA JOY 2023 31 OCT - 4 NOV LARGEST CONGREGATION OF GAMING, ANIMATION, VFX AND FILMS

HYDERABAD

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As the Founder and CEO of Green Gold Animation, Co-Founder of TVAGA and Indiajoy, and President of TVAGA, Rajiv Chilaka’s influence permeates both national and global spheres. Pickle catches up with Rajiv to dive into his experiences at Indiajoy, the collaborative spirit it fosters, the transformative role of TVAGA in shaping Telangana’s AVGC sector and Image Tower

What has been your experience attending Indiajoy over the years?

My experience attending Indiajoy over the years has been incredible. It’s been a journey filled with inspiration, collaboration, and personal growth.

It’s always inspiring for me to witness the AVGC industry come together on a global scale. It’s amazing how Indiajoy brings together creators, industry leaders, and young talent to share their ideas and insights.

I’ve had the chance to interact with all sorts of professionals, from studio bigwigs to content developers, and even students who are the future of our industry. This diversity is what makes Indiajoy so special.

But perhaps the most remarkable part is the collaborative spirit. It’s not just about networking; it’s also about connecting with people who share the same love for storytelling and creativity. We’ve explored potential collaborations, celebrated our successes, and learned from each other.

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And let’s not forget the media coverage. The attention Indiajoy brings to our industry is priceless.

It’s helped us to new heights and acts as a spotlight for our work.

How does Indiajoy help the AVGC industry come together and collaborate?

Indiajoy plays a crucial role in uniting the AVGC industry. It’s like a hub where all the professionals in the field can come together and collaborate. Indiajoy hosts a series of international events.

These events bring in investors, corporations, studios, content developers, delegates, and students.

It’s an amazing opportunity for networking, where we can connect, exchange ideas, and explore potential collaborations.

But it’s not just about industry professionals; It also encourages B2B and B2C interactions. This means that both industry experts and consumers can get involved. It’s a

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unique platform that brings creators and their audiences closer.

we’re building Telangana’s AVGC industry a better future.

In a nutshell, Indiajoy a global stage where the brightest minds in our industry can meet, share ideas, and set the stage for future collaborations and innovations.

You have been a torch-bearer for Indian IPs and have created Little Bheem from Hyderabad. What’s your passion for Hyderabad as a global city?

What has been the objective and vision of TVAGA and the facilitation and collaboration provided by the Government of India?

TVAGA has always had a very defined vision and goal. Our mission is to support Telangana’s AVGC sector and to foster and support the industry’s growth. Representing artists, technicians, educators, and studio executives, we serve as a link between the government and the AVGC industry. Our goal is to enhance the well-being and professional standards of everyone in the AVGC field.

The Government of Telangana has been a great partner. The government has introduced policies to support the AVCG industry, and we are proud to be part of the consultative group that helps put these policies into action.

The support goes beyond policies.

They offer spaces, office facilities, and subsidies for entrepreneurs and small to medium enterprises in the sector. This kind of support goes a long way in boosting tech exports and generating employment.

TVAGA aims to drive the industry’s growth, and we’re grateful for the government’s collaboration in making this vision a reality. Together,

Hyderabad holds a special place in my heart. It’s more of a vision than just a city. Its transformation into a tech hub is truly amazing.

The AVGC industry’s growth, as exemplified by projects like the Image Tower, showcases the city’s potential to become a global hub for entertainment and creativity.

What’s also remarkable is the welcoming and diverse community in Hyderabad. It’s an environment that promotes inclusivity and teamwork by bringing together many cultures and perspectives.

My passion for Hyderabad as a global city is all about the belief that it can be a powerhouse for Indian IPs and storytelling and in producing content that appeals to people all around the world. This is a very exciting trip to be a part of. Being a part of this journey is truly exciting.

Why do you think Image Tower is special and what will it bring to Hyderabad when it is opened next year? What is your vision for Image City globally?

I believe the Image Tower is special because it represents a significant leap forward for the AVGC industry in Hyderabad and India as a whole.

CREATED IN HYDERABAD The success of Mighty Little Bheem and other Indian IPs globally has proven the importance of region agnostic content and the caliber of home grown IPs. I believe this is the right time to move forward and take our rightful place in the global animation industry.

Rajiv Chilaka

Founder-Ceo - Greengold Animation

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It will bring immense value to Hyderabad and the AVGC sector.

The tower is designed to cater to the growing AVGC industry, accommodating up to 18,000 to 20,000 employees and providing an ideal environment for tech entrepreneurs and small to medium enterprises engaged in the sector. This will increase IT exports and also create employment opportunities.

Our goal for Image City worldwide is to become the center of innovation, creativity, and teamwork for the AVGC sector. We want Image City to be a goto place for talent, technology, and business in animation, gaming, and visual effects. We envision it as a hub for experts, studios, and worldwide content producers to collaborate on cutting-edge entertainment projects.

Our objective is to establish Image City as a prominent participant in the global AVGC ecosystem and to place India on the map for AVGC.

What is your view of the entertainment business today? What are some of the challenges and opportunities?

Right now, the entertainment industry is undergoing a significant transformation.

Technology is driving major changes, which means we have incredible opportunities to reach a global audience and let our creativity shine.

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The entertainment business today offers amazing opportunities but also comes with its fair share of challenges. There’s content saturation, which means it’s kind of challenging to grab and keep the audience’s attention because there’s so much out there.

There is intense competition for viewers between traditional studios, streaming giants, and independent creators. Additionally, we continue to fight the problem of piracy.

Also, we’re in the midst of a transition from traditional revenue models to digital and subscription-based ones.

So, while there are opportunities, it’s also a bit of a juggling act to make sure we stay profitable.

As for the opportunities, streaming platforms are a game-changer. They offer a direct path to a global audience and flexibility in content creation and delivery.

And demand for inclusive and diverse content is increasing, providing an opportunity to engage with a larger, more diverse audience. Our ability to expand globally and tell our stories to a global audience is made feasible by technology. Innovative technologies such as augmented and virtual reality enable us to craft immersive experiences.

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Thanks to data and analytics, we can better understand our audience and improve our content. So, there’s a world of opportunities out there for those ready to embrace them. It’s all about staying creative, adapting, and delivering captivating content to a global audience.

How do we find great IPs, and tell stories to consumers around the world? What’s the facilitation needed for the industry from the government?

Finding great IPs and sharing stories with a global audience is what we’re all about. To discover these exceptional IPs, we need to encourage a culture of creativity and innovation within our studios and with independent creators. Collaboration is key, and it leads to the production of fresh and exciting IPs. When it comes to reaching consumers worldwide, it’s all about adapting to different platforms and understanding the nuances of various cultures. Making tales engaging and relatable to audiences is the key to genuinely connecting with them; it goes beyond simply translating content.

Now, when we talk about the government’s role, it’s essential.

They can be our partners in growth by providing incentives, building

Making tales engaging and relatable to audiences is the key to genuinely connecting with them. Finding great IPs and sharing stories with a global audience is what we’re all about 27

infrastructure, and setting policies that promote investment and innovation.

Removing bureaucratic obstacles and offering financial support for emerging talent can make HYDERABAD Towering High in the Global Media Landscape a huge difference. Plus, supporting international collaborations and partnerships is vital for taking our stories to the global stage.

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In the end, it’s a joint effort between the industry and the government.

We’re creating an ecosystem that nurtures creativity, fosters IP development, and ensures that our stories find their way to audiences around the world.

What is your view of the children’s content biz and how do you identify shows that have the potential to become successful brands?

The children’s content business is all about capturing children’s imaginations and that’s a special responsibility. When it comes to picking shows with potential as successful brands, we’ve got to keep our finger on what kids are into these days. Their interests are constantly changing, so we have to keep up.

It’s also about the story and the characters. A good show must have a story and characters the kids can relate to and connect with. It’s about delivering a message in an interesting and engaging way.

We also consider the possibility that a show could exist off-screen. Some of the most popular kids’ shows go on to become brands with books, toys, games, and more. It’s like creating a whole universe around the show.

And, naturally, we aim for content that is timeless. We want our shows to keep attracting new generations of kids and become timeless brands. it all comes down to knowing what appeals to children, creating memorable narratives with likable characters, and creating brands that will last for many generations.

Creating great children’s brands is all about being creative, establishing a connection with our audience, and having a well-thought-out plan.

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VFX VETERAN

IndiaJoy 2023 Job Fair Adds to Celebration of Creative Community CREATING JOBS FOR THE SKILLED

Indiajoy, a dynamic digital entertainment extravaganza that annually brings together over 10,000 professionals from AVGC sectors, is playing the role of a catalyst for the growth of India’s animation, VFX, and gaming export businesses, says Madhav Reddy (Mike), the visionary Founder & CEO of ROTOMAKER and Co-Founder & Secretary of TVAGA &Indiajoy, in an interview with Pickle What has been your experience attending Indiajoy over the years?

Indiajoy is the country’s most prestigious digital entertainment event. Delegates for Indiajoy include over 10,000 people, the majority of whom are artists working in various AVGC verticals. In fact, Indiajoy is a celebration of the creative community.

This is a one-of-a-kind event taking place in Hyderabad for the sixth year.

As a co-founder of this massive digital entertainment event, Indiajoy has always been a fantastic experience for me. We have assisted firms, studios, and students in gathering at Indiajoy to grasp new technology, new practices in the industry, and to get expertise from those working on the ground through masterclasses and interactive workshops. This website allows young students and artists to interact with industry professionals. Additionally, it provides an opportunity for studios to engage with developing talent. The program also gives a reality check on where the industry is headed, trends impacting

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the sector, and cutting-edge tech and AI used by professionals on the job. This is also a great opportunity for vendors to meet potential clients for new businesses. This is the largest B2B market for media verticals in India.

How does Indiajoy help industry come together and collaborate?

All of our events have turned out great in terms of animation, VFX, and gaming.

We launched Cinematica Expo for the film business this year. This year has seen unprecedented growth in India’s film industry.

The film business is heavily involved. Exhibitors include camera makers, lighting businesses, and technology companies. You can come here to see camera and broadcast equipment as well as live demonstrations. That will be one of the most intriguing aspects of the Cinematica expo. This year, we debuted the VFX Summit Job Fair. And one of the things I’m looking forward to during Indiajoy is the Job Fair. It is an excellent opportunity to look into opportunities in

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the animation, VFX, and gaming industries.

It is an excellent opportunity for businesses to hire new employees. It is an excellent way for employers and potential employees to connect.

So this is a platform that Indiajoy is developing to assist industry and artists interact, network, and exchange ideas and knowledge. Without a doubt, Indiajoy is one of the largest digital entertainment events in India. Nowhere else can we get so many participants from diverse media verticals under one roof.

Indiajoy provides the best potential for the Telangana government and the government of India to expand animation, VFX, and gaming exports. Over 70% of the AVGC services sector relies on exports. Indian studios create backend images for worldwide firms, whether it’s animation, VFX, or gaming. Backroom boys for high-end production work are the youthful Indian talent. India has more entertainment firms and studios than the United States, Canada, and the United Kingdom combined. We have more media and entertainment companies and studios in India, just as India produces 2000 movies every year, far more than Hollywood and other European markets. We have no idea how to market ourselves. Indiajoystyle digital entertainment events create new prospects and business for Indian enterprises.

are already Cyber Towers. We are creating yet another landmark for our audio-visual sector and the city with Image Tower.

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In the next five years, Hyderabad will be the largest hub for the HYDERABAD Towering High in the animation, visual effects, and Global Media Landscape gaming industries. Image Tower will house many global and domestic firms and studios. Their vendors will all back them up. Film, television, and post-production facilities will be operational from here, assisting global studios. The Image Tower will eventually dwarf Dubai Media City in size.

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What is your view of the VFX business today? What are some of the challenges and opportunities?

Local VFX firms working on international projects face a significant challenge. The Hollywood strike has had an impact on the industry for the past year or so. Things should start working in the following three to four months. By next year, the cycle will have changed, and new projects for workflow will begin. I am upbeat and hopeful about business prospects in the coming months.

Image Tower has been built in Hyderabad, and you have seen and observed its development with your own eyes. What do you think makes it unique, and what will it bring to Hyderabad when it opens next year?

Image Tower is one of the city’s most recognizable structures. It is the brilliant idea of K. Taraka Rama Rao garu, the Hon’ble Information Technology Minister of Telangana. If you think back fifteen to twenty years, Hyderabad developed because it provided land and space for various enterprises such as Microsoft, Wipro, and many more.

This aided them in creating jobs and growing Telangana’s economy.

Similarly, the Telangana government is developing a platform for Image Tower to receive subsidies. There

Madhav Reddy (Mike) Founder and CEO ROTOMAKER

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GAMING WIZARD

IndiaJoy Unlocking

Massive AVGC Potential WORKSMART ENTREPRENEUR

Indiajoy has dual focus as a business-to-business (B2B) and business-to-consumer (B2C) event, attracting overseas delegates and facilitating critical connections within the AVGC industry, says Sridhar Muppidi, the Co-Founder of PurpleTalk, Inc, YesGnome, TVAGA, and Indiajoy in an insightful interview with Pickle What has your experience been like attending Indiajoy over the years?

How does Indiajoy facilitate industrial collaboration?

Hyderabad has long been a leader in the digital animation, visual effects, gaming, and comics (AVGC) business.

Indiajoy was founded six years ago with the help of the Telangana government through TVAGA, which brought together some excellent digital conferences in many fields under a single tent. During Indiajoy, there is a VFX Summit (which brings together VFX Studios, professionals, content providers, and filmmakers).

Another event, DesiToons, focuses on how to construct animation movies, how to do animation series, what new techniques are available, how AI affects animation, and an entire event dedicated to animation.

create business prospects. Audiovisual experts from all around India attend Indiajoy because it allows them to meet new people and generate business prospects. We are quickly becoming a fixture on the world calendar. We anticipate that it will become a significant global festival hub within the next three to five years.

What has been the objective and vision of TVAGA and Indiajoy regarding the facilitation and collaboration provided by the Government of Telangana?

The largest event of the Indiajoy festival is the Indian Game Developers Conference (IGDC), which attracts over 5000 members of the gaming sector. IGDC is a significant event in and of itself, attracting 150 speakers, hundreds of investors, and publishers.

It is a business-to-business and business-to-consumer (Dream Hack) event.

Indiajoy is a big festival that brings together hundreds of overseas delegates to

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Indiajoy is a joint venture between T VA G A and the

Sridhar Muppidi Co-Founder PurpleTalk Inc, YesGnome, TVAGA, and IndiaJoy

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The main goal of Indiajoy is to attract the world to Hyderabad and, in turn, to provide what India has to offer the globe

Telangana government.

TVAGA represents Telangana’s AVGC industry. The main goal of Indiajoy is to attract the world to Hyderabad and, in turn, to provide what India has to offer the globe. So, if we’re talking about Hyderabad particularly, we want people from all over India to come here and possibly stay. So, at the end of the day, we’ve all worked with two fundamental concepts. One is how we develop commercial prospects for our companies throughout India. And how can we attract new talent to our industry? Anyone would tell you that practically every industry is desperate for more talent. If I find 1000 people at the right price, I will hire 1000 additional people because that is how it really works. Conferences, events, and festivals like this one enable us to educate and develop possibilities in the sector, allowing more people to pursue this as a career.

Why do you think Image Tower is special and what will it bring to Hyderabad when it is opened next year?

To be honest, the Telangana government has always been ahead of the curve in terms of investing in emerging technology or infrastructural projects (Image Tower). So it’s not like they just decided to enter this market. They’ve been aggressively backing this industry for over eight to nine years. We are appreciative to K. Taraka Rama Rao, Hon’ble IT Minister (Telangana), and JayeshRanjan, Principal Secretary, IT, Government of Telangana for their imaginative approach in addressing business demands. They have

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always been willing to meet with us.

Telengana is welcoming an increasing number of AVGC firms to establish up offices/studios here. This industry need a space for incubation. That is why we are building this gigantic edifice (Image Tower). We are very thrilled about the Image Tower. We are also proud that Hyderabad will house this massive tower. We also have CoE with STPI for startups and incubation.

How do you see the gaming industry redirecting growth? What types of games are being created at Yesgnome?

Gaming is a nearly $200 billion industry, while Hollywood is only little less than $50 billion. We have fantastic prospects in India to create games for the rest of the globe. China and the United States currently control 70% of the global market. This is expected to alter in the future years. We need to disseminate the word that gaming is a lucrative career. To allow children to pursue gaming as an education and career, parents’ attitudes must shift.

More universities and colleges should provide innovative media-based education courses.

Yesgnome offers a wide range of mobile games. We’re quite thrilled about a new form of entertainment right now.

We are developing a platform that will provide a new form of entertainment and will pave the door for new ways of paying for certain types of content creators. So that was something we were looking forward to. We can’t say too much at this point. We are developing a large platform that will disrupt entertainment in India.

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Biren Ghose,

Country Head, Technicolor India Chairman, CII National AVGC Committee, Vice Chairman, CII National Media & Entertainment Committee

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O de to Indiajoy

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HYDERABAD

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In the heart of industry’s vibrant sprawl, Where inspiration’s flames begin to scrawl, Events that melt like a cauldron’s pot, Ideas emerge, like dreams, from this melting spot.

Animation and VFX, a visual dance, Require more than speeches, they yearn for a chance, Indiajoy, a spectacle, a multi-stage delight, Puts Hyderabad on the map, shining bright.

Telengana’s government, with a resolute will, Empowers the industry to flourish and fulfill, Academic institutions, with graduates profound, Carve a reputation, where excellence is found.

Masterclasses, keynotes, and spaces to connect, An exhibition of innovation, you can’t neglect, Curated with excellence, these events ignite, Turbocharging AVGC, taking its global flight.

So let’s gather and celebrate, with passion and zeal, For in these industry events, dreams become real, A leap forward, a larger slice of the global pie, In this melting pot of ideas, we aim to touch the sky.

Biren Ghose Country Head, Technicolor India Chairman, CII National AVGC Committee, Vice Chairman, CII National Media & Entertainment Committee

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INDUSTRY VETERAN

A Game-Changing Future for India’s AVGC-XR Industry

The IMAGE TOWER will soon become the poster image of Indian AVGC-XR DRIVING AVGC-XR EXCELLENCE

Ashish SK

Founder, Punnaryug Artvision and Screenyug Creation Chairman of FICCI AVGC-XR Forum

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Ashish SK, Founder of Punnaryug Artvision and Screenyug Creation, and Chairman of FICCI AVGC-XR Forum, shares his insights on the transformative potential of the Image Tower project in Hyderabad, Telangana in an interview with Pickle.

He highlights the collaborative spirit of IndiaJoy and sheds light on the evolving AVGC-XR policy landscape in India

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What’s your vision of Image Tower built by the Government of Telangana for the audio-visual industry?

When it opens, Image Tower will put India on the world map of the audiovisual & experiential entertainment business. It would elevate India’s Animation, Visual Effects, Gaming, and Comics (AVGC-XR) sector to new heights.

The Image Tower is iconic. My prediction is that it will quickly fill up with global and domestic audiovisual, post production, and virtual production studios. It will be the most prominent attraction for India’s AVGC-XR sector, very much in line with Digital Media City in Seoul, Manchester Media City, or Dubai Film City ideology.

In addition to where they operate, a huge number of audiovisual, experiential entertainment enterprises and studios will expand out to be a part of Image Tower. The Image Policy implemented by the Government of Telangana would not limit the phenomena to Image Tower as a building. It is one of the most progressive policies positioning the Indian AVGC-XR business.

How do you view the shaping of digital entertainment event Indiajoy? What’s attractive this year?

TVAGA’s Indiajoy, backed by the Telangana government, is one of India’s most distinctive digital entertainment events. It takes the most collaborative approach, bringing together numerous entertainment properties under one roof (VFX Summit, Indian Game Developer Conference (IGDC), DesiToons, Cinematica Expo, Asifa India). Indiajoy has become a onestop gathering place and celebration of the AVGC-XR industry, thanks to the imaginative & collaborative attitude of K. Taraka Rama Rao garu - Hon’ble IT Minister (Telangana) and Jayesh Ranjan, Principal Secretary, IT, Government of Telangana India. Indiajoy and Image Tower will become worldwide audio visual industrial magnets in the next few years. Telangana, India’s youngest state, has catapulted the

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country’s AVGC-XR sector to unprecedented heights.

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This year at Indiajoy, we will honor AnimationXpress’ AVGC-XR for 40 Under 40.

This is a project to recognize HYDERABAD Towering High in the and award 40 people under Global Media Landscape the age of 40 from the Indian AVGC-XR ecosystem.

Individuals in the AVGC-XR field (production, creatives, content creation, business development, HR, and marketing) receive very few awards. We received 200 entries, the juries chose the top 60, and another group of jurors reviewed and chose the deserving 40. They will be presented on the evening of October 31 at Indiajoy.

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At Indiajoy, we also have the United Kingdom as a country partner.

Companies from the UK Creative Industry Delegation represent industries such as Immersive technology, gaming, music technology (AI), film and television, intellectual property, visual effects (VFX), marketing and advertising, media, and publishing.

This delegation has been in the works for 45 days. Screenyug has agreements in place with two UK studios (one for feature film and one for animation TV Series).

Are we seeing a shift in India’s AVGC-XR policy and infrastructure ecosystem, both at the national and state levels?

The AVGC-XR Policy recommendations of the Government of India are in place and will be announced soon. AVGCXR policies are in effect in states such as Telangana, Maharashtra, Karnataka, West Bengal and Goa. States such as Tamil Nadu, Kerala, UP, MP, Odisha and Haryana have AVGC-XR policies in draft form, and many of them will be ready for announcement by January 2024. In the majority of the regions and States, we have formed AVGCXR associations. We are striving to prepare policies in Rajasthan, Gujarat, and the North Eastern states. Because, the common infrastructure will be present in the Center, each state will likewise have a Center of Excellence. This idea

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could also be included in the setting up of landmark parks. Indore is constructing two massive IT parks for the IT-ITES & AVGC-XR industry.

The talent pool and skilling here will be distinct, dependent on proximity, and people will be able to access infrastructure, renderfarms, motion capture, and talents from numerous hubs all at the same time. And these centers are linked to institutions that provide AVGC-XR education for jobs and skilling. This shift is apparent.

What is your view of the entertainment business today?

What are some of the challenges and opportunities? What factors are impacting global markets in the AVGC industry?

The biggest growth trends are eminently visible in global entertainment business include streaming, theatrical, and gaming, through acquisition and mergers.

The role of VFX in films and web series is also increasing (up to 20% to 30% of the budget getting allocated

A new type of consolidation is taking place between Indian and foreign studios.

Many countries, including the United Kingdom, Spain, Italy, Russia, Australia and Korea, have begun to recognize the value of collaborating with India and Indian studios

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for VFX is inspirational). It is there on streaming platforms for us to see. Some people are considering allocating up to 35% of the film’s budget to visual effects. So I see that as a really favourable indicator.

Regional cinema is no longer regional because films are released in four or five languages at the same time. Many startups are developing unique IPs in media and technology.

We need to encourage people to create Media and Entertainment technology in India so that IP can be licensed globally. We have certain issues in domestic animation because of studio mergers and over dependence on broadcasters.

However, I believe that streaming platforms are introducing new coproduction modules.

The animation studios are reconciling with these changing trends & re-calliberating the business plans to optimize the productive abilities. The Indian animation studios are frequenting several global markets in large numbers is a clear India action of changing business trends. I see many Indian animation, VFX & gaming companies go global in next 5 years.

A new type of consolidation is taking place between Indian and foreign studios. Many countries, including the United Kingdom, Spain, Italy, Russia, Australia and Korea, have begun to recognize the value of collaborating with India and Indian studios.

An important development in our market is that animation and visual effects companies now gradually understand that they have the ability to list themselves in the stock market under the MSME category.

Last year, we’ve seen roughly six to seven studios go public on the stock exchange. Going forward, this is the most optimistic sign. I also see this trend continuing and many funds who invested in Indian AVGC-XR ecosystem will find an exit through studios listing at BSE & NSE to start with. I clearly see the stock market will welcome a new category of companies listing from AVGC-XR sector and infuse investor confidence.

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The Image Tower is iconic.

My prediction is that it will quickly fill up with global and domestic audiovisual, post production, and virtual production studios. It will be the most prominent attraction for India’s AVGC-XR sector, very much in line with Digital Media City in Seoul, Manchester Media City, or Dubai Film City ideology 37

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Emergence of India as Centre of AVGC Innovation India’s dynamic audio-visual industry, bolstered by government initiatives and a diverse array of offerings, positions the nation as an enticing destination for global filmmakers and production houses. Engaging with India’s audiovisual landscape, particularly in the wake of the cinematic triumphs like RRR, offers an opportunity to tap into a rapidly expanding market

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T

he establishment of Images Towers in Hyderabad stands as a resounding testament to India’s burgeoning audio-visual ecosystem. This state-of-the-art complex encapsulates the nation’s unwavering commitment to providing world-class infrastructure for the film and media industry. Housing modern studios, cutting-edge postproduction facilities, and a wealth of technological resources, Images Towers ensures seamless workflows for filmmakers, both domestic and international.

Its presence in Hyderabad, a city rapidly gaining prominence as a major hub for the audio-visual industry, highlights

India’s strategic positioning on the global stage. The tower not only elevates the production capabilities within the region but also signifies a pivotal milestone in India’s journey towards becoming a foremost destination for filmmakers and production houses worldwide. With Images Towers at its helm, Hyderabad stands as a beacon of progress within India’s dynamic audio-visual landscape.

This facility not only underscores India’s potential but also extends an invitation to international collaborators to participate in this burgeoning industry. Here’s a comprehensive overview of why aligning with India in the audio-visual realm is a strategic decision.

Advantages of Partnering with India in AVGC: High Growth Potential

Abundant Talent Pool

India’s media and entertainment industry is poised to evolve into a content hub for the global audiovisual market. IndiaJoy serves as an ideal stage to showcase the diverse range of audiovisual and cinematic work produced in India, attracting international interest.

With a sprawling pool of skilled professionals in game development, animation, and visual effects, India stands at a competitive advantage. The availability of such specialized talent nurtures a thriving ecosystem for AVGC startups.

India’s AVGC sector is currently experiencing an exponential surge, offering a wealth of opportunities for startups and investors alike. The industry’s dynamic growth trajectory promises a fertile ground for innovation and expansion.

India’s demographic dividend, characterized by a young and tech-savvy population, is fueling the rapid rise of the AVGC sector.

The appetite for engaging content across various platforms has created an insatiable demand for skilled professionals, pushing the industry to unprecedented heights.

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The educational landscape in India has been quick to adapt, churning out graduates with a keen understanding of cutting-edge technologies in AVGC. Institutions like the National Institute of Design (NID), Industrial Design Centre (IDC), and numerous private academies are producing world-class talent.

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Images Towers in Hyderabad Hyderabad’s Images Towers exemplify India’s commitment to providing worldclass infrastructure for the film and media industry. This state-of-the-art complex houses modern studios, postproduction facilities, and technological resources, ensuring seamless workflows for filmmakers.

Robust Infrastructure for Production and Post-Production Work

Centres of Excellence in Bengaluru and Across India Bengaluru, often referred to as the Silicon Valley of India, hosts several Centers of Excellence dedicated to animation, visual effects, gaming, and comics (AVGC). These centers offer cutting-edge technology, training, and research facilities, providing a fertile ground for creative endeavors in the audiovisual sector.

India stands out as an attractive destination for overseas production houses and filmmakers due to its welldeveloped infrastructure dedicated to production and post-production activities.

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State-of-the-Art Studios and Facilities

Advanced PostProduction Studios

Post-production is a critical phase in filmmaking, and India offers an array of advanced post-production studios. These facilities are equipped with the latest editing, sound design, visual effects, and color grading tools, ensuring high-quality output for both domestic and international productions.

Digital Intermediate (DI) Facilities

India’s DI facilities are on par with global standards. These specialized studios play a pivotal role in enhancing the visual quality of films through processes like color correction, digital mastering, and visual effects integration.

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India boasts a network of state-ofthe-art studios equipped with the latest technology for film and audio production. These facilities are spread across major cities, offering a diverse range of settings and resources to cater to various genres and requirements.

Specialized Sound Studios India hosts specialized sound studios with state-of-the-art equipment and experienced technicians. These studios cater to every aspect of sound design, including dialogue recording, Foley, sound effects, and mixing, ensuring immersive and highquality audio experiences in films.

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Cost-Effectiveness India’s cost of production is notably lower compared to many other nations. This cost-effectiveness is a magnet for AVGC companies looking to maximize efficiency without compromising on quality.

The favorable exchange rate, coupled with lower operational costs, positions India as an attractive destination for companies seeking to stretch their production budgets.

This advantage translates into high-quality output at a fraction of the cost incurred in other countries.

Cultural Diversity as a Creative Reservoir India’s rich cultural tapestry and diverse traditions serve as an unparalleled resource for creative inspiration. This vibrant heritage lends itself to compelling storytelling and the creation of immersive gaming experiences.

From the vivid festivals of Holi and Diwali to the age-old tales of the Mahabharata and Ramayana, India’s cultural wealth provides an endless wellspring of narratives. This cultural richness permeates through AVGC creations, adding depth, authenticity, and resonance to the content produced.

Localization Expertise India’s multilingual and multicultural population grants a unique understanding of local player preferences. This expertise ensures that games and visual content are tailored to cater to diverse target markets effectively.

The ability to seamlessly adapt content for various linguistic and cultural nuances sets India apart in the global market. This localized approach enhances user engagement, ensuring that products resonate with audiences worldwide.

Global Reach through Digital Platforms Digitization and expanded internet access in India have lowered barriers to entry for smaller businesses offering specialized skills and services in content creation. This creates a fertile ground for collaboration and innovation.

The ubiquity of digital platforms and the global popularity of gaming open up immense opportunities for Indian AVGC companies to connect with a worldwide audience. With the proliferation of smartphones and easy access to high-speed internet, Indian AVGC products have the potential to reach billions of users globally.

Platforms like YouTube, Netflix, and various gaming networks provide a vast canvas for Indian creators to showcase their talent.

Governmental Backing and Initiatives The Indian audio-visual industry is a champion sector supported by the Government of India, experiencing rapid growth. This backing ensures a conducive environment for filmmakers and production houses.

The Indian government has recognized the potential of the AVGC sector and actively supports its growth. Initiatives like the National Centre of Excellence in Animation, Gaming, and Visual Effects, along with various incentives and grants, underscore the government’s commitment.

Through policies like the National Digital Communications Policy and the National Education Policy, the government is laying a robust foundation for the AVGC sector to thrive. Financial incentives, tax benefits, and infrastructure support are being extended to both startups and established players.

India currently has 16 collaboration agreements, signalling a commitment to international partnerships. The recently announced incentive policy for Indian co-productions and productions further enhances the attractiveness of filming in India. The incentives are set to be revised further by the government to offer more avenues to build global partnerships.

Leveraging Intellectual Property and Co-Production Treaties The focus on forging new ties, leveraging intellectual property, and utilizing co-production treaties and free trade agreements will enable India to access markets in ASEAN, Australia, and the UAE. This approach aims to increase India’s market share in the global audiovisual industry.

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leveraging india’s softpower

“IndiaCast’s Drive for Global Content Dominance” IndiaCast’s Govind Shahi Executive Vice President IB&S UK emphasizes on his mission to introduce distinctive Indian content to a worldwide audience, and to showcase highquality content across diverse genres and forge prosperous partnerships. A chat with Pickle How do you see the global media landscape changing and what opportunities do you see for IndiaCast?

Broadcast TV remains a dominant force in the media landscape. According to BARB data as of August 2023, the average consumer dedicates 143 minutes of their daily viewing time to Broadcast TV out of a total of 238 minutes.

The media landscape is experiencing rapid transformations, including network consolidations, changing viewership patterns favoring streaming platforms, and the widespread adoption of dynamic, programmatic ad delivery. At IndiaCast, we are strategically adapting to these changes while maintaining our commitment to linear television.

Recognizing the evolving global media landscape, IndiaCast is pro actively exploring opportunities in the FAST (Free Ad-Supported Television) category. We have recently launched our inaugural FAST channel, Desi Play TV, offering a carefully curated selection of premium content from our extensive library. This represents the beginning of an exciting journey

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Govind Shahi Executive Vice President • IB&S - UK IndiaCast Media Distribution Pvt. Ltd. (A TV18 & Viacom18 Venture)

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into the FAST arena, with several more initiatives in the pipeline. The initial response to our FAST channel has been exceptionally positive.

India’s engagement globally is rapidly changing. Oscar wins, India’s presidency at G20 has brought in a new soft power wave.. Is it reflecting on ground in content spread? What attracts Indian content as a genre in the world today?

Indeed, the demand for content has experienced an unprecedented surge. When 1.4 billion individuals collectively strive for excellence in all their endeavours, it inevitably garners attention. In the realm of content, India stands out with its colossal movie production capabilities, a diverse array of daily soaps spanning numerous regional entertainment genres, distinctive storytelling, and world-class action sequences.

Furthermore, this surge benefits the economy and generates thousands of employment opportunities, leaving a profound impact across the globe.

Bringing India to the World is the tagline of IndiaCast? What’s India’s global footprint in content spread... IndiaCast is a major force in making that happen... your views? Has the demand for content from India increasing...Do you see a rise in export of Indian content as a in genre global markets?

Just as our name implies, our mission is to offer the world a gateway to explore the rich tapestry of Indian content. The business of content monetization has been an expanding frontier for us, and we anticipate even greater growth in the years ahead. Our primary focus has been

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to transform the industry by crafting compelling content that resonates with audiences not only within the Indian market but also on a global scale. Indian content has long been lauded for its extensive coverage of diverse subjects and captivating performances, and this upward trajectory is set to continue. We’ve ventured into selling formats and engaging in co-productions, which has further fuelled the export of our content.

Recently IndiaCast has launched on UK’s SkyGlass... How do you see these changes...

We regard these transformations with great optimism. As we shift away from traditional satellite dishes atop houses, the entry barriers to the market diminish. This paves the way for networks like ours to introduce a wider array of language content in this diverse landscape. It also opens up avenues to explore the creation of dubbed channels, further expanding our reach and offerings.

Indian stories are resonating with a worldwide audience, particularly now that language barriers have been shattered

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 Indian content has found its way into homes where it might not have been accessible otherwise... Every story has a market, and advancements in content delivery, dubbing, and social engagement are reinforcing this notion 45

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IndiaCast distributes its channels in more than 75 countries across the globe.

Additionally, with a rich and extensive product catalogue of over 40,000 hours, IndiaCast syndicates content in 35+ languages across 135 countries 47

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The burgeoning FAST (Free Ad-Supported Television) trend is undeniably fascinating. While platforms like Pluto and others are delivering promising results, content owners are grappling with content discovery challenges in a fiercely competitive landscape

for our network to adapt in sync with market conditions. While our primary goal remains delivering exceptional content, we are exploring cost-effective approaches to achieve this. We are committed to maximizing the reach of our content, especially to untapped audiences, by leveraging new platforms, partnering with the right talent, optimizing our team structures, and streamlining our processes.

The market landscape has shifted towards advertising models, with most pay SVOD services incorporating ad-based models. As part of this shift, we’ve launched Desi Play, our first FAST channel, and we are actively working to capitalize on this trend. To stay on course, we will uphold our core principles of providing top-quality entertainment to our audiences while exploring innovative strategies for monetization and cost reduction. This approach will position us well to navigate the evolving landscape successfully.

India aims to be a $100 bn M&E sector by 2030. Global markets and content distribution/Syndication are key to Has syndication biz impacted by global ruling of streaming platforms? How do achieve this. Your views? you see this as a thought leader?

With the world’s attention on India, the global M&E market has never been more thrilling for us. Indian stories are resonating with a worldwide audience, particularly now that language barriers have been shattered. Recent successes like “RRR,” “The Elephant Whisperers,” and our own series such as “Naagin” and “Balika Vadhu” exemplify this trend. There’s a growing demand for dubbed content in local markets, and streaming platforms have demonstrated that language is no longer a hindrance. Every story has a market, and advancements in content delivery, dubbing, and social engagement are reinforcing this notion.

Content is now accessible through connected platforms, and discussions around monetization have adapted accordingly. Additionally, our expanding international South Asian community plays a vital role as advocates for Indian content. The release of content in various languages further broadens the market for Indian content. These factors collectively indicate that more platforms and opportunities will emerge for Indian content on a global scale.

We are in challenging times... As International head of global biz for IndiaCast how are you managing challenges in these uncertain times?

In today’s fast-paced world of constantly changing content consumption habits, it’s essential

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The popularity of content streaming is on the rise and has become the preferred way to consume content for many, although not necessarily for all demographic groups. Interestingly, broadcast TV continues to maintain its dominant position.

According to BARB data as of August 2023, the average consumer spends 143 minutes per day watching Broadcast TV out of a total viewing time of 238 minutes per day.

We view streaming platform as an additional avenue for content monetization, one that significantly enhances our capabilities . It enables us to offer content in various regions and languages to potentially new and diverse audience groups every day. Given the global appeal of our storylines, we are motivated to syndicate our content across as many platforms as possible. Streaming platforms have introduced an entirely new model for syndication. Rather than being adversely affected, Indian content has found its way into homes where it might not have been accessible otherwise. This has, in turn, generated demand for our content from previously untapped regions.

How do you feel when you get Indian content expand to new emerging markets? Share an example from your experience.

Indian content has consistently enjoyed signifi-

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Q What are the new emerging markets for Indian content? Tell us some of the content from your catalogue trending across global markets?

We have significantly expanded our presence in various international markets, including Southeast Asia, the Middle East, Africa, and Eastern Europe.

Our drama series have not only gained immense popularity in Asian countries but have also found success in Japan, Africa, the Middle East, and Central and Eastern Europe (CEE). Additionally, we are experiencing a growing interest from emerging markets such as Russia, smaller African nations, European countries, Portugal, Brazil, Japan, the Caribbean, and Korea. These regions represent new and emerging territories for us, with a rising demand for our content.

Understanding trends can be challenging, as different regions have varying preferences. In the Asia-Pacific (APAC) region, our long-running mythology, historical, and romantic thrillers have been well-received. On the other hand, in CEE, CIS, and Africa, the focus is more on social and family-oriented dramas, as well as romantic thrillers.

It’s worth noting that our standout shows, “Balika Vadhu,”, “Naagin S6”, “Barrister Babu”, “Choti Sarrdaarni”, “Ram Siya Ke Luv Kush, Silsila”, “Udaariyaan” and “Parineetii” continue to enjoy global popularity and high demand.

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cant popularity in emerging markets, such as Indonesia, where there’s a strong demand, often leading to pre-purchase agreements. Similarly, in countries like South Africa, Nigeria, Malaysia, and Eastern Europe, our content gains substantial viewership after being localized.

For instance, Naagin 5’s remarkable success includes winning the title of “Most Popular TV Series” at the 9th Blue Star Awards in Vietnam, with the lead actors also securing “Best Actor” and “Best Actress” accolades. These achievements serve as a testament to our enduring and profound connection with our audiences.

What’s your take on FAST Channels... does it contribute as third or fourth window for content catalogues?

The burgeoning FAST (Free Ad-Supported Television) trend is undeniably fascinating. While platforms like Pluto and others are delivering promising results, content owners are grappling with content discovery challenges in a fiercely competitive landscape.

We view streaming platform as an additional avenue for content monetization, one that significantly enhances our capabilities . It enables us to offer content in various regions and languages to potentially new and diverse audience groups every day

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It’s crucial to scrutinize how much content owners are truly benefiting from this trend, as every viewer’s attention is being monetized. This space is poised for its own cycle of evolution.

From our network’s perspective, FAST channels like Desi Play TV offer an excellent avenue to monetize our extensive content library.

The surge in viewership has provided valuable insights into our content’s potential, enabling us to craft tailored programs for our audience. FAST is also instrumental in our efforts to combat piracy and penetrate markets with high entry costs. Moreover, it’s becoming a viable medium not only to reach second and third-generation South Asians but also the broader market. While we’re currently utilizing library content, we have plans to introduce original content in the near future.

The successful business models data/ analytics driven for decision making?

How much of analytics and AI is deployed for business results at IndiaCast?

Our decision-making process is underpinned by a robust research and monitoring framework, with key choices informed by the insights derived from these analytical endeavors.

Presently, we are in the initial stages of delving into AI, with its application primarily concentrated on marketing and content customization initiatives.

Finally, what are the three things as biz leader you want to achieve?

Advocate vigorously for Indian content on the global stage. Gain insights into global syndication trends and partner expectations, particularly with our expanding roster of tech companies.

Seeking opportunities to collaborate with industry leaders and engage with old acquaintances for valuable idea exchange.

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