Word: padmalaya
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Dates: during 2004-2004
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...cartoon serials, computer games, direct-to-home DVDs and demonstration videos are pouring into India; at least nine cartoon serials aimed at the American and European markets are in production. "The amount of work coming into India is phenomenal," says Rajiv Sangari, director of the animation unit at Padmalaya Telefilms, which recently signed a $14 million deal with Mondo TV, an Italian company, to produce more than a hundred episodes of an animated TV series...
...industry makes only about $150 million in annual revenues. But executives expect sales to at least double this year and to keep growing exponentially. Animation studios are sprouting throughout India?there are at least 70 already in operation?and companies are on a hiring spree. Sangari, for example, says Padmalaya Telefilms currently has 160 animators but aims to increase staff to 400 within a month. Even that won't be enough, so he's planning to fly in 25 animators from the Philippines to help...
...offer computer animation courses. Another barrier facing the industry is cultural. "The Indian mentality is that if I have to put my child into a science or engineering school, I am happy. But we don't want our children to go into art or culture as a profession," says Padmalaya's Sangari. The shortage of talent has raised concern that some clients could grow disillusioned with the quality of work they receive from Indian animators. "Many in the industry do not know how they will execute all these orders," says Sangari...
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