Summer is generally a good time for the entertainment business. School and college vacations unleash millions of potential customers in to the market as annual holidays are planned to coincide with the break.
Traditionally, movie theatres and of late even TV have an increased viewership. It's also that time of the year when the various awards shows, film festivals and TV markets take place around the world. This summer again holds a lot of promise. Many new movies are lined up for release in the next couple of months including major ones from Guild members- there are several new TV shows being launched as well. As the mercury rises the spirits in the showbiz world are set to soar.
There is an unprecedented interest in Indian Entertainment worldwide. Perhaps it is time to look outwards with keen eyes. Exports of Indian entertainment, especially films, are on a roll. If we were to add all foreign exchange earnings i.e. films, music, TV shows, concerts and animation a ball park figure of Rs 1200 crore is a likely figure. Yet the potential is far, far greater. Much that many may find the term pejorative, ”BOLLYWOOD” is one of India 's strongest brands.
Bollywood like Hollywood today symbolizes a particular kind of entertainment. In the former's case it is song and dance, melodrama, romance and strong family-centric themes. Interestingly it is this unique genre, which has withstood Hollywood dominance for decades, for the first time posing a threat of reverse cultural imperialism.
That our films, music and TV shows are amongst the best ambassadors besides being one of the fastest growing industries is a well-accepted fact. This is acknowledged by various experts and Industry bodies like Federation of Indian Chambers of Commerce & Industry (FICCI) and Confederation of Indian Industry (CII) and even the Government. Recent reports by International consultants like KPMG, Pricewaterhouse Coopers and Ernst & Young are emphatic pointers that the Indian entertainment industry is set to grow up to 18% per annum.
It is Indian movies, which have held their popularity in Pakistan in spite of Indo-Pak relations being at their nadir and the Pakistan government's frustrated attempts at keeping Indian movies and music out of their country. Millions of Pakistanis religiously follow Bollywood's shenanigans and the goings-on in star bedrooms. Clandestine videos and CDs are sold in virtually every nook and corner of the country. The first question which Pakistanis ask on meeting an Indian anywhere is not about Kashmir but about Bollywood. Indian music too is immensely popular in Pakistan . Actually in over 100 countries around the world from Australia to Canada , Morocco to Peru , Russia to USA , from China to Egypt almost universally it is Indian films and music, which has become the single most identifiable symbol of India .
We must share some of the blame. For decades the Indian film industry has been inward looking. The large domestic market exports have by and large been looked upon as a bonus. Now with the efforts of Federation of Indian Chambers of Commerce Industry (FICCI) and CII and a few individuals things are beginning to change. The runaway success of films like HUM AAPKE HAIN KAUN, DILWALE DULHANIYA LE JAYENGE, KUCH KUCH KUCH HOTA HAI, TAAL, LAGAAN, DEVDAS, VEER ZAARA, SWADES and BLACK in the overseas market has opened up new vistas for film makers who are now beginning to appreciate the huge opportunity which exists outside India .
Yet, most are still content with addressing the South Asian diaspora through a marginal release. A few brave attempts largely by expat Indians like Mira Nair, Gurinder Chadha, Murli Nair and filmmakers like Shekhar Kapur, Ismail Merchant and Ashok Amritraj are pointers to the way ahead.
The Indian music industry too has by and large failed to capitalise on the huge potential. Although many music companies are a part of global majors not one of them has made any serious attempt at the famed crossover. They have failed to leverage the clout of their foreign parent/sibling to really market Indian music abroad. TV broadcasters are also content with reselling their channels to diasporic audiences abroad. Indian Film distribution overseas is most pathetic. Starting from mom and pop (actually cousin brothers!) operations many are in cahoots with pirates. Ill equipped to target non-traditional audiences they have been happy to scrounge around from ethnic communities or in some cases like the Middle-East lovers of Indian entertainment. If a concerted effort is made to make a go at the mainstream audience there is no reason why Indian entertainment will not find its rightful place in the global marketplace.
Marketing is the key. There has been some enthusiasm in the last few years, especially amongst the new corporates to do so. From attending film festivals and trade shows abroad to even having premieres in London and New York award shows like IAAFA, and ZEE and concerts by Indian artistes are slowly pulling non-South Asian audiences. From tokenism we must move to a pro-active push. Our TV channels are now part of major International bouquets. There's no reason why we can't touch the heights, which the more enterprising Indian IT industry has done. For this the Industry, the apex bodies like CII and FICCI and the Government especially the Information & Broadcasting Ministry and the External Affairs Ministry will have to take bold initiatives in tandem.
Haven't we all heard about stories of visiting Indians in remote countries being asked about Raj Kapoor, Amitabh Bachchan, and Shahrukh Khan? Haven't we seen, in war torn Afghanistan and more recently Iraq , the first sign of an Indian presence have been our films and music? And isn't going to the nearest movie hall the first thing in the minds of the people coming from Pakistan who have especially come to watch cricket matches?
From the Guild we will do our best.
- Amit Khanna
President, Film & Television Producers Guild of India
30th March 2005
