Tuesday, November 13, 2007

Indian animation industry targets niche market

Bhavana Puljal - Televisionpoint.com | Mumbai
After creating an identity for itself in the global market, Indian animation industry is ready to up the ante further. The industry, which has capitalised on low-cost manpower, is exploring techniques like animation through sand, textile, oil on glass and clay.

Experts believe that by using these methods commercially, India can create a niche for itself in the world of animation. "The use of these techniques has been limited to college projects. But now students in various institutes like NID, IDC of IIT-Bombay are increasingly using them for short duration animation movies," says animator Nina Sabnani.

While the techniques are not exactly new, these are gaining popularity, in terms of experimentation and learning among the young animators. The cost of production depends on the method used but is definitely less than the computer generated animation. A short film may be made at a cost as low as Rs 30,000 and can go up to any amount. It is the amount of time involved that has been discouraging the use of these methods. A 30-second clay animation ad might take 7-10 days to complete.

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