Media & Entertainment Industry Sector (2022)

Disclaimer for the Skill Gap Report: NSDC engaged IMaCS (ICRA Management Consulting Services Limited) to prepare this report, which is based on independent research and analysis done by IMaCS. This report is not based or derived from any other report or research paper. Any similarity with any other paper may purely be a co-incidence. All rights reserved. All copyright in this report and related works is solely and exclusively owned by NSDC. The same may not be reproduced, wholly or in part in any material form (including photocopying or storing it in any medium by electronic means and whether or not transiently or incidentally to some other use of this presentation), modified or in any manner communicated to any third party except with the written approval of NSDC.
This report is for information purposes only. While due care has been taken during the compilation of this report to ensure that the information is accurate to the best of IMaCSs and NSDCs knowledge and belief, the content is not to be construed in any manner whatsoever as a substitute for professional advice. IMaCS and NSDC neither recommend nor endorse any specific products or services that may have been mentioned in this report and nor do they assume any liability or responsibility for the outcome of decisions taken as a result of any reliance placed in this report. Neither IMaCS nor NSDC shall be liable for any direct or indirect damages that may arise due to any act or omission on the part of the user due to any reliance placed or guidance taken from any portion of this report.

Human Resource and Skill Requirements in the Media and Entertainment Industry

Studyonmappingofhumanresourceskillgapsin Indiatill2022

Human Resource and Skill Requirements in the Media and Entertainment Industry

Table of Contents
1. Environment Scanning and Competitiveness of Media and Entertainment Sector in India . 4 1.1. 1.2. 1.3. 1.4. 1.5. 1.6. 1.7. 2. Overview ................................................................................................................................. 4 Overview of the Film Segment ............................................................................................... 6 Overview of the Television Segment ...................................................................................... 9 Overview of the Print Segment ............................................................................................. 11 Overview of the Gaming Segment ........................................................................................ 13 Overview of the Animation Segment.................................................................................... 16 Key players in the Media and Entertainment sector ............................................................. 16

Human Resource and Skill Requirements in the Media and Entertainment Industry ........ 18 2.1. 2.2. 2.3. 2.4. 2.5. 2.6. Film and Television Segment ............................................................................................... 18 Animation Segment............................................................................................................... 26 Games Segment .................................................................................................................... 29 Radio Segment ...................................................................................................................... 30 Projected Industry Size and Human Resource Requirement ................................................ 33 Focus areas for Skill Building ............................................................................................... 35

List of Figures
Figure 1: Share of various segments in Media and Entertainment sector in 2009 (Estimates) ............... 5 Figure 2: Demand drivers of the domestic film segment ........................................................................ 7 Figure 3: Demand drivers of the overseas film segment......................................................................... 8 Figure 4: Key Success and Risk Factors in the Film Segment ............................................................... 9 Figure 5: Demand drivers in Television ............................................................................................... 10 Figure 6: Key Success and Risk Factors in the Television segment ..................................................... 11 Figure 7: Demand drivers in the Print Industry .................................................................................... 12 Figure 8: Demand drivers of the Gaming Segment .............................................................................. 14 Figure 9: Profile of persons engaged in the production of a movie ...................................................... 18 Figure 10: Profile of Persons in the Production of Film and Television Segment................................ 19 Figure 11: Profile of Persons in the Radio Segment ............................................................................. 30

Page 2 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

List of Tables
Table 1: Size and growth of the Media and Entertainment Industry in India ......................................... 5 Table 2: Key players in the Media and Entertainment sector ............................................................... 16 Table 3: Skill Requirements and Skill Gaps Common to Film and Television segment ...................... 19 Table 4: Skill Requirements in other areas in the Film and Television Segment ................................. 25 Table 5: Application areas of Animation in the Media and Entertainment Industry ............................ 26 Table 6: Profile of persons employed in the Animation Segment ........................................................ 27 Table 7: Function-wise Distribution of Persons Employed in Animation Segment ............................. 27 Table 8: Skill Requirements and Skill Gaps in the Animation segment ............................................... 27 Table 9: Profile of People in Games Segment ...................................................................................... 29 Table 10: Skill Requirements and Skill Gaps Common to Games segment ......................................... 29 Table 11: Skill Requirements and Skill Gaps Common to Radio Segment .......................................... 31 Table 12: Skill Requirements in other areas in the Film and Television Segment ............................... 32 Table 13: Current employment in the Media and Entertainment Industry (in 000s) direct employment only .................................................................................................................................. 33 Table 14: Projected size of key segments in the Media and Entertainment Industry (Rs. billion) 2008 and 2022 ................................................................................................................................................ 34 Table 15: Projected human resource requirement 2008 to 2022 (in 000s) ....................................... 35 Table 16: Focus Areas for Skill Building in Media and Entertainment ................................................ 35

Page 3 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

1. Environment Scanning and Competitiveness of Media and Entertainment Sector in India

1.1. Overview
The Indian Media and Entertainment industry, with a size of Rs. 584 billion and a Compounded Annual Growth Rate (CAGR) of 15% between 2005 and 20081, is one of the fastest growing sectors in the country. The key drivers of the growth of Indian Media and Entertainment industry have been the rising spend on entertainment by the growing Indian middle class, regulatory initiatives, increased corporate investments and integration of existing players across the value chain. In addition to the expected increase in spend of the Indian middle class towards entertainment, the rising global interest in Indian content is also expected to fuel growth in this industry. Also, technological advances and liberal government policies favoring foreign direct investment (FDI) continue to aid expansion.

1.1.1. Size and Growth of the Indian Media and Entertainment Industry
The Media and Entertainment industry comprises of the following segments: Television Print Films Radio Music Animation Gaming Advertising Internet and Outdoor. The following table presents the size and growth recorded in this industry. It is estimated that the size of the industry in 2009 would amount to Rs. 628 billion.

Federation of Indian Chambers of Commerce and Industry (FICCI) Frames 2009 Report Page 4 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Table 1: Size and growth of the Media and Entertainment Industry in India Sector (Rs. billion) Television Print Film Radio Music Animation Gaming Internet Advertising Outdoor Total 10.0 384.7 11.7 445.3 14.0 519.7 16.1 584.3 17.7 628.0 15.3% 13.0% 163.3 117.1 66.9 4.9 8.3 10.0 2.2 2.0 182.5 138.6 81.7 6.0 7.8 12.0 3.0 2.0 211.3 160.4 96.4 7.4 7.4 14.5 4.4 3.9 240.5 172.6 109.3 8.4 7.3 17.4 6.5 6.2 262.7 183.9 109.2 9.2 7.5 20.0 9.4 8.4 2005 2006 2007 2008 2009(E) CAGR 2005-09

12.6% 11.9% 13.0% 17.1% -2.5% 18.9% 43.8% 43.2%

Source: FICCI Frames 2009

Though the Television, Print, and Film segments dominate the Media & Entertainment space in India, new segments such as gaming, animation, outdoor (Out of Home OOH) and internet advertising are gaining importance. The share of various segments in the Media and Entertainment sector are shown below.

Figure 1: Share of various segments in Media and Entertainment sector in 2009 (Estimates)
Page 5 of 40

Human R Resource and Skill Requirem ments in the M Media and Ent tertainment In ndustry

Print 29.5%

Film F 18 8.7% Other 10.6%

Music M Radio 1% 1% OOH 3%

ming Gam 1% %

Television T 41.2%

Intern net advertis sing 1% Animation A 3%

Source: FICC Frames 200 IMaCS analysis CI 09,

In the fo following sec ction, we sh review th demand drivers in se hall he d elect segmen in the Media and nts M Entertain nment indust try.

1.2. Overview of the F w Film Segm ment

Indian fi industry is one of the largest in th world in terms of num film e he t mber of films over 1,000 movies 0 are relea ased yearly in India. n Indian fi segment is driven by the growth in multiplex movie se through, sale of conte rights film t y xes, ell ent and mov merchan vie ndising. The size of the film segmen was estim nt mated at abou Rs. 117 billion in ut b 2009(E) and the CAGR between 2005 and 20 ) n 009(E) was about 15%2. With a huge spread of th Indian a e he diaspora and the growth of Bran India, it h also mad inroads in the internati a nd has de ional market. . The key revenue str y reams in the films indust are the bo try ox-office collections (i.e collections through e. s multiple exes, collecti ions through single scree cinemas and overseas movie colle h en a s ections), hom video me entertain nment (i.e. m movie rentals sell-throug market an movies-on-demand), movie conte rights s, gh nd ent (i.e. mo ovie content rights and movie rem make rights) and ancillar revenues (through in ry n-cinema advertisi merchan ing, ndising, music rights, inte ernet rights etc). e Institutio onal and inte ernational fu unding has b been made av vailable to th film segm he ment only sin 2000 nce after it h been acc has corded indust status. Th try here has bee an audienc shift from the single screen to en ce m the mult tiplexes. Wit the numbe of multiple screens on the rise (in th er ex n ncreased from 520 in 200 to 747 m 07 in 2008 and is expec cted to go up to 1,405 in 20133), multiplexes are expected to contribute further to p n o f
2 3

FICCI F Frames 2009, IMaCS analy ysis IMaCS analysis Page 6 of 40 e

Human Resource and Skill Requirements in the Media and Entertainment Industry

the share in revenue However, piracy is an important risk factor which can threaten the growth of this industry. The last four to five years have been characterised by several changes in the Indian film segment, such as reduction in the contribution of domestic theatrical from about 78% in 2005 to about 72% in 2008, over 100% increase in the number of multiplex screens, availability of organized funding.

1.2.1. Demand Drivers of the Film Segment

The demand drivers for the Film Segment may be categorised into demand drivers for domestic sales and demand drivers for overseas sales. One of the key reasons for the rapid growth of the film segment in the domestic and overseas markets has been the strong influence of several favourable drivers of demand. Demand drivers in Domestic Film Segment Figure 2: Demand drivers of the domestic film segment No. of screens Multiplex & single screen

Average ticket prices

Increasing disposable incomes

Key demand drivers of the domestic film segment market

Number of movies released

Increasing disposable incomes: Disposable incomes have been rising at a CAGR (FY 20002007) of 10.3%. The share of recreation in disposable income is expected to increase at the rate of 8% annually. Hence, the spend on recreational activities such as film viewing has increased.

No. of screens Multiplex & single screen: The southern states of Tamil Nadu, Karnataka, Kerala and Andhra Pradesh account for 59% of the number of theatres of India, while servicing only 22% of the population. Across India, the number of multiplex screens is expected to increase from 1,350 in 2007 to around 5,000 by 2012. The number of single screens in the same time is expected to reduce from 8,841 to 7,500.

Page 7 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Average ticket prices: Average ticket price in single screens is around Rs 13 while Rs 110 in multiplexes. Most of the new multiplexes are planned in Tier II cities (with lower ticket prices). Hence, multiplex ticket prices are expected to reduce from Rs 110 in 2007 to Rs 80 in 2012. Increase in the number of multiplexes is positively influencing the average ticket prices with the overall average ticket prices expected to rise from Rs 22 in 2007 to over Rs 35 in 2012.

Number of movies released: In 2007 alone 1,146 different films were released and this trend is increasing at around 8-10% YoY. The number of films has reached a stable state in terms of numbers and is expected to grow only at around 5% YoY. Also, the Indian film segment is no longer dominated only by Hindi movies. In 2007, 241 Telugu films and 76 Bhojpuri films were released.

Demand drivers of the overseas film segment Figure 3: Demand drivers of the overseas film segment Increased selling & marketing focus in the overseas market and more organised distribution plans

Growing popularity of India films overseas

Key demand drivers of the overseas film segment market

Increased selling and marketing focus in the overseas market and more organised distribution plans: Players such as Yash Raj Films, Adlabs and UTV have entered the overseas distribution business. Given their strong distribution as also ability to invest heavily in marketing of movies in the international market, Indian movies are witnessing higher overseas collections.

Growing popularity of Indian films overseas: Hindi movies are also finding increasing favour in non-US and non-UK markets. These markets, earlier accounting for 10% of the overseas revenues, now contribute 25-30% of a films total overseas revenues.

Page 8 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

1.3.1. Demand Drivers of the Television Segment

Figure 5: Demand drivers in Television Increasing disposable incomes Increase in number of television channels and niche segments Key demand drivers of the television segment Emergence of digital mediums of distribution

Increase in number of television channels and niche segments: The number of television channels in India has been on the rise. There were about 120 channels available in 2003, which has now grown to over 450. Increasing number of channels increases the demand for content. Niche segments such as news channels, lifestyle, kids, reality shows, and spiritual shows are on the rise. Thus, the viewer now has greater choice in mass entertainment and niche segments.

Increasing disposable incomes: Disposable incomes have been rising at a CAGR (FY 20002007) of 10.3%. Hence the ability to spend on electronic goods such as televisions have increased for example, TV sales in India are growing at 12% annually by volume. The growth is as high as 25% in the rural India. The demand for TVs with flat panel display (FPD) terminals, such as LCD and Plasma, is expected to cross three million units by 2010-11. During fiscal 2007-08, it registered a growth of over 100 %. The number of households with TV are expected to rise from 11.9 crore in 2007 to 13.2 crore in 2012.

Emergence of digital mediums of distribution: There are currently three modes of television distribution, namely, DTH, Digital cable and IPTV. Digitization allows better picture and sound quality and thus commands greater viewership. Corporaterisation of the DTH sector is happening in India, leading to high growth of the sector the pay DTH market is now expected to have over 10 million subscribers. Digitization has been further enabled by the implementation of CAS in some metros. Penetration of IPTV, though in its nascent stages in India, is expected to increase.

Page 10 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

segment. The most widely read vernacular newspapers are Dainik Jagaran, Dainik Bhaskar, Hindustan, Amar Ujala and Daily Thanthi and the most widely read English newspapers are Times of India, The Hindu, Hindustan Times, Deccan Chronicle and The Telegraph. Major players have launched tabloids and magazines to flank their market share and develop niche growth markets. Example: HTML Mint (Business daily), Metro Now (Tabloid), Nandan, Kadambini (Magazines). As regards magazines, the segment is dominated by General Interest and Women magazines. B2B magazines account for 3% to 4% of the market while B2C magazines account for 96%-97%. Key magazines in India include Saras Salil (Hindi), Kungumam (Tamil), Vanitha (Malayalam), India Today (English ), Grihashobha (Hindi), Kumudam (Tamil), India Today (Hindi), Malayala Manorama (Malayalam), Ananda Vikatan (Tamil) and Meri Saheli (Hindi).

1.4.1. Demand Drivers of the Print Segment

Figure 7: Demand drivers in the Print Industry

Increase in ad spends Rising literacy rates Increase in penetration

Key demand drivers of the Print segment

Rising literacy rates: There exists a strong correlation between literacy rates and circulation. For example, literacy rates increased from 65% to 70% between 2001 and 2006. This has also driven up circulation of dailies to 88 million, a CAGR of about 8% during the same period.

Increase in ad spends: Indias ad spend as a % of GDP is only 0.34%, compared to the global average of 0.98%. This is set to increase - Indias ad spend market is expected to increase from Rs. 16,300 crore in 2006 to Rs. 32,000 crore in 2011, a CAGR of about 14% to 15%. Retail accounts for 48% of ad spend and if retailers spend 5% of their revenues in advertising, the portion from retail itself can touch Rs 7,200 crore.

Increase in penetration: The Print media has an 85% reach in the urban markets (SEC A and SEC B) and a low 33% reach in rural markets (SEC C, SEC D and SEC E). There is thus
Page 12 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

further potential for demand in the rural sector. Also, the readership base of the print market in India is 250 million while the Indian population crosses over 1150 million, of which about 750 million are literate. There is thus a large population yet to be targeted.

1.5. Overview of the Gaming Segment

The gaming segment in India is still at a very nascent stage but is poised for growth in the future. The segment is currently a small contributor to the size of the Indian Media and Entertainment sector and currently accounts for only about 1% of the size of the sector. The size of the gaming segment was estimated at about Rs. 7 billion in 2009 and the CAGR between 2005 and 2009(E) is estimated at about 33%7. The gaming industry can be classified into one of the following key types of gaming: Online / computer gaming, Mobile gaming and Console gaming. Amongst all forms of gaming, the highest contribution is that of Mobile gaming but the highest growth potential lies in Online gaming format. The growth in the Mobile gaming market has been enabled by widespread availability of high end mobile handsets (especially GPRS/Java/Brew) and removal of subscription charges on GPRS access on mobile phones by telecom operators. India has around 4 million broadband subscribers and this is expected to increase to around 18 million by 2012. Around 50 million people are already using internet in India and the number of internet users in India are expected to increase to over 100 million by 2012. The console games are primarily imported in India which attracts a duty of 54% and retail at prices of Rs 1,500 or above. The console makers drive to indigenise the gaming content would lead to the growth in console gaming industry in India. The key players in the gaming industry are Indiagames, Zapak, Games2win, Kreeda, Sify, Dhruva Interactive, Paradox Studios, Level Up!, etc.

FICCI Frames 2009, IMaCS analysis Page 13 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

1.5.1. Demand Drivers of the Gaming Segment

Figure 8: Demand drivers of the Gaming Segment
Increase in the mobile subscriber base and highend cell phones

Affordable pricing of mobile games

Demographic profile of internet users

Marketing efforts of console makers and publishers

Growth of enablers like internet penetration

Key demand drivers of the gaming segment (online, mobile, co nsole)

Reduction in console prices

Rise of enablers like internet penetration: A greater number of people in India are expected to have access to the internet (broadband at home / usage in cyber cafes), thus in turn giving impetus to the online gaming sub-segment. India has around 40 lakh broadband subscribers and these are expected to increase to around 180 lakh by 2012. Around 5 crore people are already using internet in India - SEC A and B account for 77% of the internet users in India. The number of internet users in India is expected to increase to over 10 crore by 2012. Also the potential target segment8 for online gaming accessing the internet from cyber-caf is expected to grow at 20% CAGR till 2012.

Demographic profile of internet users: Gaming as a recreational occupation9 is more likely to attract the younger population. Currently around 2/3rd of the internet users in India are less than 35 years age and the demographic distribution has been stable over last couple of years.

Increase in the mobile subscriber base and high-end cell phones: Mobile gaming is through the usage of mobile phones. The mobile subscriber base has grown at a CAGR of 39% from 2005 to 2008 from 7.5 crore subscribers to 26.1 crore subscribers. The GSM subscribers base

Typically school kids, college students, young men [<35 years age, working / non-working] and non-working women, residing in top 8 metros, small metros and non-metros and who belong to SEC A and SEC B 9 Only 3% of the gamers in India are serious gamers with the remaining 97% being casual gamers. Page 14 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

has reached 19.27 crore while the CDMA subscribers base has reached 6.837 crore in 2008. The rise in the mobile subscriber base which is primarily due to drop in call charges, cheaper handsets, wider range of handsets available, in turn supports the mobile gaming industry. Affordable pricing of mobile games: The effective end-user price of mobile games per game download is Rs. 35-40 for GSM networks and about Rs. 15 for CDMA networks (except Reliance BREW). The industry average price per download is around Rs. 30; around 50% of the game download occurs in the Rs. 30 Rs. 50 price range and around 30% of the game downloads happen in the Rs. 5 Rs. 10 price range. Marketing efforts of console makers and publishers: The console gaming has graduated from a cult group to a lifestyle product. The console makers are promoting games with indigenous appeal. For example, Cricket with Yuvraj Singh International Cricket 2007 by Xbox and subsidised by Microsoft. The trend is towards development of games that would involve all the members of the family Reduction in console prices: Currently, the consoles in India are imported and attract a steep duty of 35% which increases their retail price. Also, they do not come with preloaded games games are primarily imported and retailed in the range of Rs.1,500 - Rs.3,000 including the duty of 54% on imported games. Console makers are now aiming to reduce the recurring high costs of the games. For example, Sony Computer Entertainment is negotiating with game engine developers to reduce license fee for game developers which would reduce the price of the final game.

Page 15 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

1.6. Overview of the Animation Segment

The animation segment in India is in its early growth stage and is poised for growth in the future. The segment is currently a small contributor to the size of the Indian M&E sector and currently accounts for only about 3% of the size of the sector. Animation is used in television, films and on-screen visual effects. The most popularly used animation technologies are 2D animation, clay animation and 3D animation. Although most of the animation in India is 2D, 3D animation space is expected to become popular in the future. The quality of visual effects done in the Indian market is still very low as compared to the West. Although there are over 200 animation companies and about 40 specialised VFX companies in India, there are only a handful which do quality work. The key players in this industry are Crest Animation Studios, Prime Focus, Maya Entertainment Ltd., Toonz Animation India Pvt. Ltd., Pixion-Century Communications Ltd. and Paprikaas animation studios. The key revenue streams in the animation segment are entertainment (through television, fully animated movies, visual effects VFX and home entertainment direct to DVD), e-education and web designing. The entertainment animation section contributes to around 70% to the total animation industry. TV animation, the largest user of animation in India, is considered to be the most basic form of animation from which most of the companies start and evolve to other forms like VFX and fully animated movies. Growth in the usage of animation in movies is expected to fuel the visual effects usage in future. Apart from Crest Animation Studios, no other Indian player has capabilities to develop high-end 3D fully animated movies. Though India has the cost advantage, significant shortage of talent is hampering the growth of the industry.

1.7. Key players in the Media and Entertainment sector

The Media and Entertainment sector has seen a number of media conglomerates who are active across various media categories from films, print to radio. The Indian players in segments like animation and internet are very small as the segment is still in its nascent stage in India. A large portfolio has offered these conglomerates considerable advantage in gaining customers and advertisement revenues. Table 2: Key players in the Media and Entertainment sector Segment Key Players Dish TV, Wire&Wireless, In Cable Net, Tata Sky, Hathway Zee Entertainment Start Network, Sun TV Network, NDTV, Sahara One Media; and Doordarshan Product of service offering TV Distribution networks TV Broadcasting

Television

Page 16 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Segment

Key Players Balaji Telefilms, BAG films, Cinevistas K Sera Sera Productions Times of India, The Hindu, Deccan Chronicle

Product of service offering Content Producers English Newspapers Vernacular Newspapers Magazines Multiplexes Films production Home Video segment FM radio stations Music production and distribution Game developers and distributors Gaming Portals Console gaming Animation studios OOH advertising OOH entertainment Internet Advertising Advertising portals

Print

Dainik Jagran, Dainik Bhaskar, Hindustan India Today, Outlook, Femina, Business world Pyramid Saimira, Adlabs, Inox, PVR

Films

UTV Motion Pictures, Sahara One Media, Mukta Arts, K Sera Sera productions Saregama, Tips Industries, Moser Baer, T-series, Ultra

Radio Music

Radio Mirchi, Banyan Tree Communications, FM 97.1; and All India Radio Saregama India, Tips Industries, Times Music Indiagames Ltd., FXLabs Studio Zapak Digital Entertainment Ltd., Games2win

Animation Sony Playstations, Nitendo, Microsoft Xbox Crest Animations, Prime Focus, Famous Studios, Maya Entertainment Laqshya, OOH Media, V-Jive, Big Street OOH 360o Experience, Teamwork Film Pvt. Ltd., Unsual Entertainment Sify, Connect Turf, Tribal DDB Internet Yahoo, MSN, Rediff
Source: Various secondary sources

Having reviewed the current structure of the Media and Entertainment sector, we shall now proceed to understand the human resource and skill requirements in the industry.

Page 17 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

2. Human Resource and Skill Requirements in the Media and Entertainment Industry
The skill requirements and gaps in the Media andEntertainment Industry are elaborated for the following segments: Films and Television Animation Gaming Radio. These select segments account for about 70% of the industry revenues.

2.1. Film and Television Segment

2.1.1. Profiles of persons employed
About 100 to 120 persons are required to produce a movie. The profile of persons engaged in this activity is indicated in the following figure10. Figure 9: Profile of persons engaged in the production of a movie
Director Crew, 7% Camera Crew, 4% Makeupman, 4% Mess, 9% Art Crew, 3% Editing Crew, 3% Production Crew, 12% Other, 12% Music Crew, 18% Dance Master, 3% Costume designers, 3% Dialogue writers, 2% Still Photographers, 2% Stunt Coordinator, 1%

Misc, 27%

Source: Stakeholder interactions and IMaCS analysis

10

This does not include Distribution and Exhibition activities and is limited to Film Production alone Page 18 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

The following is the profile of persons employed by various production houses engaged in TV and Film production. Figure 10: Profile of Persons in the Production of Film and Television Segment

With more than 5-8 years of experience

With more than 1-2 years of experience

High School or below, with 0-1 year of experience Cameraman

Stunt Coordinators Directors Dance Master Artist Editor Makeupman Producer Art Director Music Director Production Manager Costume Designers Set Designer Music Team Production boys

Source: Primary Research and IMaCS analysis

2.1.2. Skill Requirements and Skill Gaps in Film and Television Segment
The following table presents the skill requirements and gaps across various functions in Film segment and is largely applicable to the Television segment as well in terms of technical aspects. Table 3: Skill Requirements and Skill Gaps Common to Film and Television segment Function Development Level Producer Skills required Finalising and hiring of the crew including Directors, Cameramen, Artists, etc. Through understanding of the industry and various activities involved in film Skill gaps Insufficient organising skills Inadequate negotiation skills Lack of production designing skill. For

Page 19 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Function

Level

Skills required making. Ability to plan and perform filming activities in an organised / systematic manner Ability to take right decision at right time Negotiation skills Budgeting skills Marketing and distribution skills Knowledge on the evolving trends in society, fashion, etc.

Skill gaps example, in India a film is produced in 60 days (approx) which can be reduced to 15 days by having Unit Director Concept.

Writer

Ability to write an original story Creative skills Story telling skills Ability to undertake research Ability to include contemporary thoughts

Lack of adequate originality in work

Script writer

Ability to convert an idea into a film Ability to visualise the film. Ability to bring the story line alive Creativity Ability to use story board software

Inadequate creativity Inadequate ability to use software

Concept Artist

Fine-art skills Ability to interpret ideas in a creative manner Ability to work within

Inadequate ability to make self-explanatory sketches keeping story line in mind

Page 20 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Function

Level

Skills required deadlines Ability to make sketches Ability to use software such as Photoshop, Corel Painter, and other graphics software

Skill gaps

Pre Production / Production

Production Manager

Assisting in hiring of crew including Directors, Cameramen, Artists, etc. Production budgeting skills Ability to prepare and manage production schedule Negotiation skills to negotiate with different persons for equipments, location, setting properties, hiring artist, hiring technicians, etc. Ability to coordinate with film financiers and the directors Obtaining permission from concerned authorities for shooting whenever required. Procuring, assembling and managing the required infrastructure for the set.

Inadequate production and budgeting skills Inadequate planning and execution skills

Director

Ability to visualise the script Ability to make a movie People management skills Ability to guide the technical team in terms of

Insufficient creative skills Inadequate ability to guide the technical team Inadequate ability to understand cinema and

Page 21 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Function

Level

Skills required camera angle, lighting, set design, etc Creative skills Ability to decide the look and of the film Ability to work with editor during post-production to ensure the mix of emotions with story line and the shots taken.

Skill gaps TV trends Lack of application knowledge of graphics and special effects, thereby increasing the production cost.

Assistant Director

Ability to manage shooting schedules Ability to manage the logistics of shooting Ability to execute work as assigned by the director

The following skills are inadequate: Planning skills Time Management skills Scheduling skills People management skills Insufficient knowledge on graphic works and its impact on art

Art Directors

Ensure smooth functioning of the department. Knowledge on set designing, graphic works, craft works Ability to oversee the aesthetic characters and textural details of the set Ability to manage the various functions including set, costumes, makeup, hairstyle etc.

Cinematographer

Photography skills Directing lighting and camera personnel Deciding on film guage selection

Insufficient skill on camera angle, focus etc.

Page 22 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Function

Level

Skills required Ability to oversee lab work Ability to select lens, to decide the exposure level and focus. Ability to enhance the mood and look of the film Ability to use filters People management skills

Skill gaps

Post Production and Distribution

Editor

Ability to decide the take which goes into the final film along with the director Ability to keep the story line alive Familiarity with editing tools Sound editor prepares the dialogues, background sounds etc for the movie Proper synchronisation of sound track with the edited video and effects to make the final movie.

Inadequate ability to maintain the flow in the movie Inadequate knowledge of mixing, editing and animation techniques

Sound Editor

Ability to locate the correct audio for the take Ability to remove unwanted noise in the background from the selected sound tracks Ability to create sound effects in the film Ability to use sound editing software

Inadequate ability to use advance sound editing software to create rich sound effects

Distributors

Marketing skills Knowledge technologies on used latest in

Inadequate marketing skills Inadequate ability to coordinate with a large

distribution such as satellite

Page 23 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Function

Level

Skills required distribution

Skill gaps number of cinema owners Inadequate ability to fix revenue sharing terms

Cinema Manager

Ability to spot upcoming trends industry management Strong leadership and in entertainment and provide to

Inadequate industry knowledge Inadequate problem solving skills Inadequate managerial skills to manage the operations of the theatre technical, maintenance, supervisory

recommendations

motivational skills Troubleshooting skills Carry out product launches with the help of manager and other associates Knowledge of organisation policy and ensuring and communication

adherence by the employees Supervising entire

operations of the centre Exhibition Cinema Programmer Ability to spot customer preferences and design movie schedules to achieve maximum occupancy Negotiation skills to interact with distributor and obtain content, which requires good understanding of cinema Lack cinema which scheduling of sufficient

number of good quality programmers requires both skills

(analytical ability) and marketing skills (ability to promote movie and

Page 24 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Function

Level

Skills required industry Marketing undertake skills promotion to of

Skill gaps understand trends) customer

upcoming movies
Source: Stakeholder interactions and IMaCS analysis

In addition to the above, the following are skills required in other related areas: Table 4: Skill Requirements in other areas in the Film and Television Segment Level Music Director and Assistants Skills required Ability to intensify the emotional content in the film Creativity Ability to use virtual instruments Set Builder Ability to build the set as per the requirement On-time completion work without delaying the shooting schedule Creativity Adequate knowledge of construction Knowledge of Plastic casting, Electronic works, etc. Cameraman Knowledge on techniques to set camera angle, lighting, etc Videography skills Visual Communication Video editing and photography skills

Costume Designers

Ability to understand the characters, their role, scene in the film Creativity skills Ability to use fashion designing software Knowledge on pattern development, fashion, textile, drafting the model etc. Ability to develop costumes to enhance the character personality, changing trends, etc.

Page 25 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Level

Skills required Ability to design costumes in such a way that the characters can move freely without damaging the garments (especially during stunts).

Makeup man

Ability to improve the look/appearance of the artist Knowledge on advanced makeup techniques Time management

Choreographer

Ability to compose dance movements in relation to music Creativity Ability to teach dance movements Ability bring expressions out while dancing

Stunt Coordinator

Highly trained and professional stunt skills Creativity Knowledge to ensure safety of performers

Source: Stakeholder interactions and IMaCS analysis

2.2. Animation Segment

Animation is fairly recent concept in Indian cinema. Some of the Indian animated movie makers have collaborated with Dreamworks, Walt Disney, and Pixar Animation. Apart from pure 2D or 3D animated movies, application of animation in Films is also increasing. Table 5: Application areas of Animation in the Media and Entertainment Industry Area TV Film (Animated movies + Others) Theatre Direct to DVD
Source: Primary Research and IMaCS analysis

Percentage of application into respective areas 50%

10%-25% 10%-30%

Page 26 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Table 6: Profile of persons employed in the Animation Segment Educational Level Fine-Arts with computer knowledge Technicians with computer knowledge Professionally qualified
Source: Primary Research and IMaCS analysis

Percentage share 50% 40%-45% 5%-10%

Table 7: Function-wise Distribution of Persons Employed in Animation Segment Functions Pre-Production Production Post Production
Source: Primary Research and IMaCS analysis

Percentage of People 5% - 10% 80% - 90% 5% - 10%

2.2.1. Skill Requirements and Skill Gaps in Animation Segment

Table 8: Skill Requirements and Skill Gaps in the Animation segment Function Pre-production Level Script writer Skills required Ability to undertake research Creative skills Narrative skills Story boarder Ability to conceptualise the idea Ability to develop a story concept Drawing skills Design skills Inadequate drawing and design skills Inadequate ability to bring out emotion in the characters Lack of deep Skill gaps Inadequate ability to write script keeping target segment in mind

Page 27 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Function

Level

Skills required Narrative skills Ability to imagine the interaction of the images with voice, music etc Deep understanding of scripts

Skill gaps understanding of scripts

Production

Modeller

Creative skills Ability to convert a simple object (primitives) into a refined and detailed output. An understanding of lighting and colour on the object Cinematography skills Ability to use the 3D modelling software such as 3DS Max, Maya, etc Drawing and Designing skills

Inadequate cinematography skills Insufficient knowledge on the usage of 3D software.

Rigger

Develop tools for facial animation production process Ability to create and maintain animator friendly rigs Ability to work in software such as Maya, 3DS MAX Problem solving skills Ability to work with Mel/Python scripts

Inadequate problem solving ability Inability to create friendly rigs Insufficient knowledge to understand and work with Mel scripts

Animators

Ability to manoeuvre a 3D object Lighting skills Cinematography skills

Insufficient Cinematography skills.

Page 28 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Function

Level

Skills required Knowledge of camera angles and techniques Familiarity with related software.

Skill gaps

Postproduction

Compositor

Ability to blend the computer generated footage with live footage Ability to provide special effects during various situations such as explosions, etc.

Inadequate knowledge on application of special effects.

Source: Stakeholder interactions and IMaCS analysis

2.3. Games Segment

The following is the profile of persons employed in the Gaming industry. Table 9: Profile of People in Games Segment Educational Level Fine-Arts with computer knowledge Technicians with computer knowledge Professionally qualified
Source: Primary Research and IMaCS analysis

Percentage share 50% 30% - 40% 10% - 20%

2.3.1. Skill Requirements and Skill Gaps in Game Designing and Development Segment
The skill sets required for Game Designing and Development are the quite similar to that of Animation. In addition, the following skills are required: Table 10: Skill Requirements and Skill Gaps Common to Games segment Function Game designing Level Designer Skills required Ability to conceptualise characters and design the Skill gaps Inadequate knowledge of acting/cinematic

Page 29 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Function Game development

Level

Skills required game Ability to incorporate the required expressions during the design of the character Knowledge on Art and design history

Skill gaps requirements during designing Insufficient knowledge on Art and design history Inadequate knowledge of gaming and graphics programming Inadequate aesthetic sense.

Programmer

Software engineering skills Behavioural modelling Graphics programming Network programming I/O programming.

Source: Stakeholder interactions and IMaCS analysis

2.4. Radio Segment

The profile of persons engaged in Radio content production is detailed in the following figure. Figure 11: Profile of Persons in the Radio Segment

Graduate / Post Graduate/ Professional qualification with over 10 years of experience Graduate/ Post Graduate, with over 3-5 years of experience Graduate / Post Graduate with 0-3 years of experience Producer

Head

News Editor News Reporter News Reader

Sales Manager Sales Exective

Radio Jockey

Copy writers

Source: Primary Research and IMaCS analysis

Page 30 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

2.4.1. Skill Requirements and Skill Gaps in Radio Segment

Table 11: Skill Requirements and Skill Gaps Common to Radio Segment Function Programming Level Radio Jockeys Skills required Adequate large audience Creative within content Ability to remain enthusiastic and cheerful Producers Need to be responsible for a given show, knowledge of technical and cultural aspects of radio Ability to understand customer trends and design programmes pertaining to them Innovation and out of the box thinking Team-work skills ability to liaise with marketing and copy writer Copywriters Strong grasp of language of broadcasting(Hindi/vernacular) Ability to translate the ideas in the show into dialogues Team-work skills interact
Page 31 of 40

Skill gaps Insufficient soft skills Inadequate creativity

communication

skills ability to address a

with a

language given

should be able to innovate broad framework of show style and

Inadequate understanding customer requirements and trends Inadequate ability to coordinate with technical and marketing team

Inadequate knowledge of current language trends

Human Resource and Skill Requirements in the Media and Entertainment Industry

Function

Level with

Skills required producer and Radio

Skill gaps

Jockey
Source: Stakeholder interactions and IMaCS analysis

In addition to the above, the following are skills required in the News section: Table 12: Skill Requirements in other areas in the Film and Television Segment Level News Editor Skills required Strong writing and editing skills A clear understanding of news and its emotive impact Ability to spot a story and make it a readable into an interesting piece. New Reporters Ability to collects news Ability to interact with people Ability to spot events that can be converted into news that which is news-worthy Ability to maintain a strong information network. News Readers Correct pronunciation Accent and modulation Proficiency in the language and in translation Knowledge of current affairs, both Indian and international Acquaintance with names of notable personalities both in Indian and abroad
Source: Stakeholder interactions and IMaCS analysis

Note: The above tables are illustrative and not exhaustive.

Page 32 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

2.5. Projected Industry Size and Human Resource Requirement

2.5.1. Current Employment Pattern
We shall first review the current employment pattern before analysing the future human resource requirement. We will restrict our analysis to the following segments which comprise a combination of traditional growth areas as well as new/sunrise sectors in the Media and Entertainment space: Television Film Print Radio Animation Gaming. Collectively, these sectors account for about 95% of the size of the industry. Our analysis of current and future human requirement would be limited to these segments. The current employment across these segments is estimated to be over 1 million persons (in terms of direct employment only). Table 13: Current employment in the Media and Entertainment Industry (in 000s) direct employment only Segment Television and Film
12 11

Current direct employment (in 000s) 975 300

Proportion to total (%) 93% 29%

Production (comprising of directors, cameramen, actors, make-up men, technicians, lightmen) Distribution of TV content (cable operators) Distribution of Film content (multiplexes and single screen theatres) Print13

510 165

48% 16%

14-15

1%-2%

11 12

Compiled from data from Film Associations, discussions, CMIE, and IMaCS analysis Including Doordarshan and private TV channels and those engaged in Film production 13 Print: Limited to those employed in newspaper publication and excludes distribution and newspaper delivery men Page 33 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Segment Animation14 Gaming15 Radio Total

Source: IMaCS analysis
16

Current direct employment (in 000s) 10 4-5 43 1,000-1,100

Proportion to total (%) 1% 0.4%-0.5% 4%-5% 100%

2.5.2. Projected Industry Size

The Private Final Consumption Expenditure (PFCE) on Entertainment17 has grown at a Compounded Annual Growth Rate (CAGR) of 12.5% between 2000 and 2008. It is expected that the PFCE on Entertainment would grow at a CAGR of 13% to 14% between 2008 and 202218. Accordingly, it is expected that the industry would continue to record growth rates between 13% and 14% till 2013. Furthermore, on a long term basis, we expect that the Media and Entertainment industry to grow at a CAGR of about 12% to 13% between 2008 and 2022. The projected industry size and growth rates for key sectors are detailed below. Table 14: Projected size of key segments in the Media and Entertainment Industry (Rs. billion) 2008 and 2022 Television and Films 372 550 1,197 1,972 12.7% Print 173 239 422 610 9.4% Radio 8 14 30 50 13.6% Animation 17 33 88 168 17.6% Gaming 7 23 53 89 20.6% Total 577 859 1,790 2,889 12.2%

2008 2012 2018 2022 CAGR

Source: FICCI Frames 2009, Primary Research, and IMaCS analysis based on long term projection of PFCE

2.5.3. Projected Human Resource Requirements

Keeping in mind the current employment, and the expected growth in different segments in the industry, we project that the total employment in the Media and Entertainment industry would

14 15

Comprises of developers/programmers Comprises of developers/programmers 16 Including All India Radio and other Private Channels 17 Excluding the spend on Education from the category Recreation, Education, and Cultural Services 18 IMaCS analysis Page 34 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

increase from about 1 to 1.1 million persons in 2008 to about 4 to 4.1 million persons in 2022, an incremental human resource requirement of about 3 million persons. The details of the total and incremental human resource requirements between 2008 and 2022 are shown in the following table. Table 15: Projected human resource requirement 2008 to 2022 (in 000s) Television and Films 974 1,311 2,473 3,705 2,731 Print 14 18 28 36 22 Radio 43 65 123 185 141 Animation Gaming 11 19 43 74 64 4 13 26 39 35 Total 1,046 1,425 2,692 4,040 2,994

2008 2012 2018 2022 Incremental (between 2008 and 2022, in 000s)
Source: IMaCS analysis

2.6. Focus areas for Skill Building

Based on the current profile of persons employed, stakeholder interactions indicating demand for skilled human resource, and the projected size of the industry and human resource requirements thereof, it is expected that the following are the potential areas for skill building in the Media and Entertainment sector. These skill building/training initiatives can be undertaken with duration of 3 months to 1 year. Table 16: Focus Areas for Skill Building in Media and Entertainment Segment Film and TV Key skilled personnel in Broad areas for skill building demand/key function Directors Technical skills Knowledge of all aspects of filming pre-production to post-production Visual story-telling strategies Grammar and language of motion picture and television Characterisation Screenwriting Shot breakdown and storyboarding techniques

Page 35 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Segment

Key skilled personnel in Broad areas for skill building demand/key function Editing styles Use of sound and music Directing actors to achieve natural and specific performances Cinematography Casting Soft skills Time management People management Communication skill Leadership qualities Cinematographer Technical skill Directing the team - camera operator, camera assistants, lighting technicians, electricians Usage of latest technology in cameras Visual effects techniques Camera and lighting techniques Soft skills Time management Communication skills Editing Usage of editing software Mixing techniques Editing techniques Script writer Story telling skills Narrative styles Creative skills Usage of related software Artist Basic acting techniques Developing characters Dance, fighting and stunt skills
Page 36 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Segment

Key skilled personnel in Broad areas for skill building demand/key function Acting and presentation Producer Searching for scripts Developing original ideas Arranging finance Budgeting skills Marketing and distribution skills Market analysis Understanding the taste of viewers Tracking developments in the field Understanding legal/censor aspects Sound designer/editor Synchronisation of sound and motion Microphone techniques Digital sound recording Foley Sound editing Audio sweetening Familiarity software Sound recording and production with sound recording

Animation

Pre-Production

Technical skills Concept development Script writing Story boarding Artistic skills Art and design history Print and advertising graphics 2D graphics and animation Virtual set design (3DS MAX) 3D graphics and animation (MAYA) Compositing and Special effects Internet and web design

Animator

Technical skills

Page 37 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Segment

Key skilled personnel in Broad areas for skill building demand/key function Observation skills TV graphics and animation Visualisisation Direction Cinematography Creativity Familiarity with 3D Software Print and advertising graphics 2D graphics and animation Virtual set design (3DS MAX) 3D graphics and animation (MAYA) Compositing and Special effects Soft skills Communication skills Professional skills Time management

Game

Design

and Game Design

Research towards character/concept development Modelling skills Story boarding concept Concept art

Development

Game Developer

Technical skills Programming skills Aesthetic sense Hardware skills Soft skills Communication skill Professional skill Time management

Radio

Radio Jockey

Creativity Communication skill

Page 38 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

Segment

Key skilled personnel in Broad areas for skill building demand/key function Presence of mind Ability to speak multiple languages Diction and pronunciation Knowledge of current affairs and trends in relevant topic area.

Source: Stakeholder interactions and IMaCS analysis

The following areas also hold potential for skill development: Digital Camera Photography Videography Mass Communication. In conclusion, the above mentioned areas would cover a large portion of the need for skilled human resource in the Media and Entertainment sector and are possible areas for skill building initiatives to drive focus.

Page 39 of 40

Human Resource and Skill Requirements in the Media and Entertainment Industry

This report has been prepared by ICRA Management Consulting Services Limited (IMaCS). IMaCS is a multi-line management and development consulting firm headquartered in India. It has an established track record of over 15 years in consulting across various sectors and countries. IMaCS has completed over 950 consulting assignments and has worked in over 30 countries across the globe. Through the process of carrying out several assignments over the last decade and half, IMaCS has accumulated considerable analytical and consulting expertise, backed by the following capabilities: Deep understanding of policy formulation. Extensive and organised database on several sectors. Knowledge of key factors of success in different projects and programmes. Ability to research emerging trends in the economy, as well as in specific sectors. Insight into different programmes and organisational processes. Ability to carry out economic analysis, build quantitative and financial models to project future performance and identify imperatives. Ability to identify the various types of risks and suggest appropriate strategies to mitigate the same.

The Education and Skills practice at IMaCS focusses on identifying skill gaps, mapping future skill requirements, and formulating strategies to address them. Our service offerings encompass diagnosis, design and implementation of education and skill development interventions for government and private sector.

R. Raghuttama Rao Managing Director IMaCS 4th floor, Electric Mansion Appasaheb Marathe Marg, Prabhadevi Mumbai 400 025 Tel: 91 22 3047 0047, Fax: 91 22 3047 0081 Email: raghuttama.rao@imacs.in

M. Sairam Head Process Consulting IMaCS 5th floor, Karumuttu Centre 634, Anna Salai, Nandanam, Chennai 600 035 Tel: 91 44 2434 0043, Fax: 91 44 2434 3663 Email: sairam.m@imacs.in

Page 40 of 40

National Skill Development Corporation D-4, Clarion Collection, (Qutab Hotel) Shaheed Jeet Singh Marg New Delhi 11 0 016 Tel : 011 46 56 0414 Fax : 011 4656 0417 Email : nsdc@nsdcindia.org

www.nsdcindia.org