"We
are absolutely delighted. The proposed bill is a surprise and will be a catalyst
for growth. I would like to however add that Cartoon Network, Nick and Disney
have anyways gotten interested in local content and this regulation is a bit late,
"DQ Entertainment CEO & MD Tapas Chakravarti.
He
went on to add that 15 per cent is too less and that China and Japan have close
to 50 per cent of local programming share on TV channels.
Chakravarti
also reveals that the development has inspired DQ to go ahead with its investment
plans in Intellectual Property (IP) in India.
"At
DQ, we have taken a decision internally almost six months back for creating Intellectual
Property (IP) in India. We are planning $10 million investments on our part and
our French and American partners will bring in similar numbers. The idea is to
create products for global market but with Indian stories. This will be something
similar to what Disney did with Jungle Book," he explained.
As
per the draft bill, TV channels on a mandatory basis would have to have 15 per
cent of their total weekly programming produced locally. It's also being proposed
the share of public service/socially relevant programme content shall not be less
than 10 per cent of the total programme content of a channel broadcast during
every week.
This
would mean that channels like Cartoon Network, Animax, Discovery, Animal Planet
and Discovery Travel and Living would have to have a prescribed percentage of
content generated from India, which has been a long-standing demand of Indian
animators.
Concurring
with Chakravarti is Phoebus Media CEO Rahul Bakshi. "15 per cent is too less,
but is a good start and will have a multiplier effect. It gives companies like
ours conviction and confidence that we are on the right track having already invested
a lot in local content," he added.
The
industry also feels that the move will give it shelter from the rain as well as
boost the job scenario.
"Such
a government move will help us get more conviction to stick to original content.
Thousands of jobs will be created and more animators means more animation outsourcing
also," says Green Gold Animation CEO Rajiv Chilakalapudi.
According
to Graphiti Multimedia director Munjal Shroff, the proposed regulation could help
content creators look at other markets to compliment the revenues.
"Usually
there has always been a block because TV channels find it much more economical
to buy animated content from markets like Mipcom at $500 to $1000 per episode
rather than commissioning new shows in India. If the bill is passed and local
content does become compulsory, then it will give local content creators a space
to exist and once there is a minimum local market, then content creators can always
look at other markets to compliment the revenues," says Shroff.
Color
Chips CEO Sudhish Rhambotla felt that channels would either commission local content
or also have the option of shifting production of some of their shows being produced
elsewhere into the country, which again would be "good for the business."
On
their part, the kids channels expressed their readiness to make changes in their
programming structure if need be.
The
Walt Disney Company India managing director Rajat Jain said, "Whatever changes
have to be made, will be made in our programming according to the Broadcast Bill
when it is passed. At the end of the day, one has to comply with the laws of the
land."
When
queried as to what percentage of programming on Disney Channel and Toon Disney
were local presently, Jain said, "It is difficult to calculate at this point
in time what the percentage of local content is."
Hungama
TV COO Zarina Mehta says her channel already plays more than 15 per cent of local
content.
"I
don't know the exact percentage of local content that we have on the channel but
currently it will definitely be more that 15 per cent. If fact, we will be the
only kids channel that have that much of local content," she says.
Also
Read:
Broadcast bill
draft ready for Cabinet
