FICCI FRAMES 2011: Industry to face digital reality!

The not so subtle undercurrent of FICCI FRAMES 2011 was the immediate need for the industry to digitize in terms of infrastructure and other aspects. This three day global convention is the much required wake up call for the country to face digital reality. Although this is the 12th edition of Asia's largest convention, many of the issues discussed on this platform have been the echo of the past years. However there has been a definite growth in the industry which is remarkable despite the many existing problems.

The objective of this convention is to bring together members of the entertainment business on a single platform, to articulate and discuss and hopefully solve the existing dilemmas and issues that the industry faces today.

James Murdoch, Chairman and Chief Executive of News Corporation (Europe and Asia) encouraged the Indian media sector to be one that would be the envy of the world. He stressed in his inaugural address that by digitization, Indian creators will be brought to the world conversations. He further said, "A vast country like India cannot have a single channel offering everything to everyone. The challenges that India faces today are scarcity of infrastructure and meeting the needs of fragmenting audience."

The first day of FICCI FRAMES saw various panel discussions chalking out and deliberating upon topics like regulatory hurdles, film marketing, creating animated content and distribution, future of the Indian Box Office and how VFX industry is changing the way films are made today. The final session for the day was a bridge building session between China and India on connecting their respective creative industries.

Most of the panelists voiced the frustrations that have been prevalent within the industry against the Government. Not receiving adequate support and funding from the Government for this colossal business of entertainment is a definite disappointment that was voiced out, whether it was in the relatively nascent industry of animation or facing regulatory hurdles in a highly developed segment like television.

The first day also saw keynote addresses from eminent personalities like Kamal Haasan, Chairman, FICCI Media & Entertainment Business Conclave, Uday Shanar, CEO -Star India, Aroon Purie, Chairman & Editor-in-Chief of India today Group, Punit Goenka, MD & CEO ' ZEEL, Raghav Bahl, Founder, Editor & MD-Network 18 Group amongst others.

Unlike most conclaves, where issues are first discussed and then forgotten till the next convention, one hopes that FICCI FRAMES 2011 will offer opportunities for effective solutions beyond expectations for the relevant issues that cloud the industry.

Watch this space for Day 2 and Day 3 of FICCI FRAMES 2011. | By Janees Antoo [janees(at)adgully.com]

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