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India Emerges As The Hub For 3D Animation
Source : Business Traveller
With more and more US companies now considering India as one of its
destinations to outsource animation work, 3D (three-dimensional) animation
studios here are upbeat with optimism. Earlier, US-based production houses
outsourced most of their animation works to South Asian countries like Taiwan,
Korea and the Philippines. The global animation industry was estimated to be
worth around $16 billion. The size of the Indian animation industry, though not
determined, is approximately in the range of $3-4 million, according to
experts.
The strong English skills of Indian developers is considered a major reason for
the inflow of projects from the USA. To capture the essence of humour and the
entire set of emotions through animation, one requires a grasp of the language.
Indian animation studios which were earlier focusing on minor projects like
multimedia presentations, CD-ROM applications, Computer-Based Training (CBT)
modules, etc, have now started eyeing larger and more lucrative projects such
as television mini-series’ and movies. These 3D studios create computer
generated (CG) animation using 3D applications like 3D Studio, 3D Max, Maya,
Alias, etc, which render high quality, life-like animation.
Small dreams to big screen
Colour Chips (India) Limited, a Hyderabad-based 2D/3D animation studio and
content syndication house, has moved into the television segment. The company
recently entered into a tie-up with Sanjay Khan’s Numero Uno International
Limited to provide content for the latter’s animated television
mini-series-Twinkle Magic. Sudhish Rambhotla, chairman and managing director of
Colour Chips said the company would provide animated content to the
mini-series.
With technical aspects becoming an important part of film making, Indian film
producers are also spending huge amounts just to get a few minutes of animated
special effects in their films. The recent bout of films with special effects
proves the scope for the Indian 3D animation industry. Raju Chacha, Ajay
Devgan’s latest movie, featured animation work worth around Rs 30 - 40 lakh.
Ceeyes Software technologies, also based in Hyderabad, recently completed a
project for a Telugu film. Ravi S Chaganty, chief operating officer, Ceeyes,
says the animation industry was poised to grow exponentially.
Ravi expects the Indian market to grow to around USD 1 billion within the next
five to six years, with the global market is expected to touch a whopping USD
50 billion in the same period. However, he mentioned that payment problems--the
bane of the Indian film industry--was a major headache. To grab a share of the
pie, even major software service companies such as DSQ Software have set up
digital studios.
2D in the doldrums
The same excitement does not seem to prevail in the 2D (two-dimensional)
animation industry. Venkat Akkineni, Managing Director, Heart Animation
Academy, says, “The 2D animation industry is still very nascent and does not
have the capacity to produce the volumes and quality of work required to cater
to the needs of US-based production houses.” He added that this was the case
even though there was no shortage of capable artists for animation companies in
India. Akkineni had set up the Heart Animation Academy in 1997 with the aim of
training artists to draw for animated films.
The same excitement does not seem to prevail in the 2D (two-dimensional)
animation industry. Venkat Akkineni, Managing Director, Heart Animation
Academy, says, “The 2D animation industry is still very nascent and does not
have the capacity to produce the volumes and quality of work required to cater
to the needs of US-based production houses.” He added that this was the case
even though there was no shortage of capable artists for animation companies in
India. Akkineni had set up the Heart Animation Academy in 1997 with the aim of
training artists to draw for animated films.
A major part of 2D animation is done manually by artists using the conventional
‘drawing on paper’ route. Computers are used only for the easy parts—colouring,
composition and post production work. 2D animation requires skilled artists and
the Korean studios have been in the global market for over 15 years with a
capacity to churn out around 3,000 minutes of animation per year. The Heart
animation studio presently has the capacity to produce around 500 minutes of
animation per year. It has released animated shows of around 150 minutes until
date. Akkineni felt that this had been possible only because of the concerted
efforts of his team for around two and a half years.
Most animation work is time bound and rushed as clients have release deadlines.
US production houses do not take the chance of outsourcing from a studio with
less than a 500 minute per year capacity. Having lower capacities, most Indian
2D animation studios are not equipped to work on such projects. Cost is also a
big deterrent and most 3D Indian studios are talking of combining forces to
develop animated content. Venkat insists that this is not possible in 2D, as
the work involves close interaction between the studio and the production
house. Even if part of the work is outsourced, quality will differ from part to
part and the result will be a disaster. Heart Animation too will be
diversifying into 3D animation by the end of the year. Good 2D animation skills
are a prerequisite for 3D and this makes Venkat confident that in his company
will do well. The global animation industry was estimated to be worth around
$16 billion. The size of the Indian animation industry, though not determined,
is approximately in the range of $3-4 million, according to experts.
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