
By Prashant Sethi from Ficci-Frames 2006 in Mumbai:
Kiran Karnik (left in the pic), President, NASSCOM
The new emerging revenue options that are coming up for the Indian entertainment Industry have made us think of restructuring our business models. The benefits of these new revenue options go to the producers, as they will have a direct linkage with the consumers. It also on the other hand helps to curb piracy.
There are about 4 million mobiles added every month and the possibility to use these mobiles as a platform creates an emerging prospect of using them to distribute games, news and other content. This movement is similar to the introduction of cable TV that changed the television business model.
Technology has moved forward and is now impacting the way we produce content; the technology has become complex but also user friendly. Lots of young people are creating start-ups and they are also creating new and better content like the multiplex movies for a limited audience which also has a very low budget. Entertainment with mobility is the key for emerging revenue options in the entertainment industry.
Kamalahaasan (right in the pic), Tamil film superstar
We have critically analysed our mistakes of the past, argued about them, discussed over and again and are still there. Though we have to be proud that we have taken some steps forward. Mainly there has been a change in the mindset of people.
The U.S. has about 36 thousand screens whereas India has only 11,000. The second most popular country has less than 25% capacity to realise it’s potential. This fact is also important as we have the largest captive audiance. I am often called a pioneer in this field but i am just someone who is willing to admit his mistakes and not wait but do something about it.
In the entertainment industry it is not about the camera or anything else but what counts is the knowhow that comes with experience. I am a student of cinema and whatever medium it jumps to, i jump with it. Technicological advantage should not happen for a few only, the masses should also be able to benefit from it.
The major problem that we face is that this technological advancement is not accepted…..technology should not be fought with but accecpted openly as a way of life and we should move ahead with it. We all have to get together and move forward. There is no dreaming now and there is no wishing, technology is here and it is here to stay.
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