India's animation sector moves up value chain

INDIA--The animated films market is growing at a fast rate in India, where in the last one year alone, nearly 85 such shows were announced.

2008 saw the box office release of several animated movies in the country, such as Roadside Romeo, Ghatothkach, Dashavatar and My Friend Ganesha 2.

Sangeeta Gupta, vice president, Nasscom, told ZDNetAsia in a phone interview: "In the last two years, the domestic market for animation has grown significantly. And so has the quality of production."

The mainstream film industry too is increasingly using animation and special effects. In the last 18 months, Bollywood has released several Hindi movies with special effects and animation, such as Drona, Taare Zameen Par, Jodha Akbar and Love Story 2050.

According to Nasscom, a total of 85 domestic animation movies have been announced over the last year and 28 are in different stages of production.

Gupta said: "Animation companies have also started focusing on building original IP (intellectual property), which they can leverage in terms of merchandising and TV broadcast revenues."

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