Vijay Anand_India's film industry

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Beyond Copyright Industries: Publishing and Digital Futures Symposium, 21 September, QUT

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Vijay Anand_India's film industry

  1. 1. The formal-informal balance<br />India’s Film Industry<br />
  2. 2. Industry Statistics (2009-2010)<br />13 screens per million people<br />3 billion theatrical admissions annually<br />FICCI-KPMG Indian Media & Entertainment Industry Report (2011)<br />
  3. 3. India’s Linguistic Landscape<br />23 official languages and 1,652 dialects spoken<br />Regional industries as strong as Bollywood<br />Also a big market for English Language Films<br />
  4. 4. Core Creative Content<br />Film include music <br />Film DVD / Music CD <br />Outlets (Cinema / TV / Radio / Internet / Mobile)<br />Markets (Retail outlets / Informal markets / Online) <br />
  5. 5. Informal Economy<br />80–90%of Indian workforce informally employed #<br />“The ordinariness and ubiquity of piracy in the contemporary Indian media landscape have been vectors not only of “consumption” in a narrow sense but also of cultural participation, education, and innovation for a wide range of Indian publics.” (SSRC, 2011)<br /># National Commission for Enterprise in the Unorganized Sector – India (2009)<br />SSRC - Social Science Research Council (Report titled Media Piracy in Emerging Economies )<br />
  6. 6. Challenges<br />Physical Piracy (Informal markets)<br />Online Piracy (Peer-to-peer networks)<br />Local TV channels – suburbs (Licensing issues)<br />
  7. 7. Responses<br />Lowering of retail prices of CDs/DVDs<br />Online retail<br />Direct-to-home TV models<br />Price controls in cinema admissions<br />Stricter policing in the first weeks of release (markets)<br />Anti-piracy service providers (online)<br />
  8. 8. Co-evolution (Early 1990s)<br />Gulshan Kumar (Super Cassette Industries) <br />A nationwide distribution network operating in the informal economy where local wholesalers and pavement traders flooded the country with cheaply produced cassettes<br />Buyback schemes to reduce risks to its retailers, <br />Dropped the prices within the reach of the masses<br />Penetrated even the smallest towns<br />
  9. 9. Research Hypothesis<br />Will the booming middle classes act as catalysts for a prospective transformation of informal markets towards more formal ones? <br /> OR<br />Is this an opportunity for the formal market players to get down the value chain and compete for a big slice of the informal markets?<br />

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