India: Government 'May Set Quota For Local Animation'

25 Jun 2010

The Indian government may ask broadcasters to reserve up to 30 percent of their animation air time for local programmes, the Indian Express reports.

Sources said the Information and Broadcasting Ministry was likely to take its cue from China, Australia, the UK, Canada and Germany, where between 30 and 60 percent of TV animation content is locally produced.

Local animation production houses recently asked the ministry for protection amid a flood of foreign animation programmes.

A senior executive from a leading media consultancy firm said children’s channels aired imported animation content, most of it five to 10 years old.

“It’s similar to dumping Chinese toys in Indian markets,” he said. “Outdated animation content is dumped on Indian networks, while home-grown content has few takers in the country. This is wrong.”

A senior official with the Federation of Indian Chambers of Commerce and Industry (FICCI) said the federation was confident the ministry would take corrective measures to protect animation companies.

FICCI recently sent the ministry a road map on helping the Indian animation, gaming and visual effects industry. It has an active animation division represented by all leading animation firms.

Source: ABU