Given the exisiting market conditions and lack of government or industry support, developing original Indian animated IP and a business model around it is an uphill task and requires a fair amount of guts, foresight and conviction.
Hyderabad based Greengold animation has been constantly developing its own IP since the past 2 years, and has managed to get its shows on air like Bongo (DD), and Vikram Betaal (Cartoon Network), besides being in advanced telecasting negotiations for Chota Bhim and a few other IPs which are under development at the studio currently.
Though the monies realised from Indian broadcasters do not even cover a small cost of the total animation production, the number of animated hours in Greengold’s library is increasing and it is interesting to watch how the studio will now tap revenue streams in the Indian market and abroad.
In what is a recent development, Mumbai based Excel has got into an agreement with Green Gold and is all set to debut Vikram Betaal on home video next month.
Speaking to Animation ‘xpress, Excel Home Videos Managing Director M N Kapasi commented,”Being the market leader in home videos for animation movies in India, it was more of a logical step to initiate the first indigenous feature length animation product of our country. The tie-up with Green Gold also highlights our endeavor to promote Indian based content. Vikram Betaal is a stepping stone to this direction, especially since quality Indian based animation content is rare to come by. Moreover, the recent success of Animation titles on DVD charts showcases the increasing appetite for animation content of the market”
Vikram Betaal will be launched in 3 SKUS, Hindi VCD, English VCD (both priced at Rs 199/-) and DVD with 4 languages Hindi, English, Telugu, Tamil combined (priced at Rs 499/-). The initial consignment will be 25,000 units across all SKUs. The DVD is packed with add-ons like a short film named ‘Mike and his dream’. It also includes a 12- minute capsule of ‘Behind the Scene’ footage, in addition to an Art gallery that showcases the story board, background, characters, poses etc. The highlight of the bonus features is an innovative quizzing game to enrich the DVD experience.
Greengold Animation Studios director Rajiv Chilakalapudi told Animation ‘xpress, “We are ecstatic and thrilled to have tied up with Excel Home Video on Vikram Betal. They have done a lot of value addition to our movie, and we anticipate a fruitful relationship with them over the next decade”
Excel and Green Gold have entered into a minimum guarantee + royalties agreement for this deal. “As of now we have signed an 8 year contract for India, srilanka, Bangladesh, and Nepal only. We are pitching to sell world Home Video rights of Vikram Betal at MIPCOM in Cannes this October” informed Rajiv.
Come October and it would be interesting to track the initial response to the home video launch of this animated IP.