The keynote address at NASSCOM given by the versatile and immensely experienced CEO of Vibrant animation, Terry Thoren was power packed in the real sense of the word.
In a span of 20 minutes, Thoren gave in a nutshell a comprehensive list of tips that if followed to the T, would definitely enable a studio to go up the value chain and become truly world class.
Following is a listing of the tips by Thoren, straight and to the point
– Develop Multiplatform Content
– Focus on what kind of business model you want to have a thrust in
– Core focus of production (Outsourcing/ Original) or a combination of the 2
– Identify your Strengths; there are three kinds of studios, one’s that are specialists in Long format, those that excel in Games and the ones that have proven feature capabilities. Very few excel at all three.
– Know the competition
– Invest in Development
– Foundation of success is built on strong ideas and development
– Characters have to stand the test of time
– Invest in Ideas, they needn’t be your own.
– Need to attract talent and animators go where the great projects are.
– Remember that you are building a brand and what you do brands you
– Be Aware of your strengths and weaknesses
– Build a strong management team
– Be Passionate
– Set clearly defined goals
– Secure distribution
– Be Informed
– Embrace marketing & publicity
– Attend festivals and markets for positioning
– Pay attention to the audience
– Learn to think like a consumer (Go watch the latest animated feature in a crowded theatre at prime time. Watch kids playing video games, Go to the DVD stores and see what’s selling. Listen to what people say when they shop)
– There is big money in Licensing and Merchandising
– Strong Story writing
– Memorable characters
– Top Quality Voice
– Pre Pro plan
Even as the Indian animation industry is just beginning to sense a whiff of prosperity, and things are looking set to get brighter, Thoren cautioned the audience saying, “Prepare for the famine while you are in the feast” this said Thoren meant that one cannot lay on laurels and one has to keep refreshing one’s offering.