Kochi | ‘The animation industry can flourish and sustain only if we tell stories using animation to our younger audience,” renowned animator Suresh Eriyat opined.
”We are a young country with almost 60 per cent of our population being under 35 years of age and if we make endearing films them, we are investing in creating a savvy audience for animation. Once we have our own population as our audience, we don’t need to look at import/export avenues as the only source of animation work for us,” he said while participating a meet-the-press programme, organized by the press club.
Mr Suresh was honored by the Press Club for winning the Prestigious Annecy Cristal Award in the Commissioned film category for the film he produced for Rotary International on Child Labour called ‘Fateline’. This is the first time that an Indian production has bagged this coveted award which is considered to be the highest honour for animated content in this category across the globe.
Pointing out that animation in Advertising industry was still a largely unexplored terrain, even though there had been many success stories in animation oriented campaigns, he said the taboo that animation was for kids was something that keep companies and agencies from exploring animation.
Another reason was the heavy cost behind the production, he said adding that animation had an industry had a long way to go.
Highlighting the challenged faced by the animation industry, Mr Suresh
said that ”if today sustainability is a big issue, then identity is a bigger issue
It is looked at as an outsourced model of revenue generation currently and not as a powerful, engaging and timeless medium of storytelling,”
Stating that lack of proper animation film making educational courses was a
big challenge as they could hardly train kids in serious animation, he said adding
the biggest hurdle in animation was to get good animation story writers and
even if we had many interesting stories to tell, they were not yet animatable
as they were not adapted to the animation medium.
‘Though things are improving and there is a market for Indian content
among kids, very few are venturing into creating films or series.
I think it takes just one animation film to change the perception of
animation in this country and hopefully we should have it very soon,”
Talking about the future of animation in Kerala, Mr Suresh Said,
‘Malayalis are in the foreground in almost all areas of film making
and visual media nationally and now internationally.
Kerala as a State has a huge potential to tap the animation industry
in a big way with the immense talent present in the State but it needs
to be nurtured and built in a focused manner.
Building intellectual property would be key to sustain and ensure more local content is developed with good story telling techniques.’ He said that winning the Annecy Cristal Award has definitely helped the animation industry particularly in the international market as this has shifted focus to India as not just as an outsourcing destination but also being looked as a place to see a lot of original stories in animation.