MUMBAI: Film markets, particularly the international ones, have started attracting Indian content creators for the past couple of years. With Indian content now a prominent piece of the global entertainment mix this crossover was but expected.
Indian entertainment is riding the crest of a gigantic wave these days. Companies are also embarking on new adventures in the digirati (digital glitterati) space.
The members of The Film & Television Producers Guild of India are the harbinger of most of these initiatives. It is into this milieu that the Guild has decided to participate at the AFM (American Film Market) under the National Umbrella Program with its American associate USIBA (US India Business Alliance).
Guild president Ronnie Screwvala said, “The importance and potential of AFM was perhaps not being properly tapped by Indian content providers. Guild’s initiative in collaboration with USIBA for this year’s AFM will surely be an eye opener for good things ahead.”
USIBA and the Guild have an MoU in place based on certain mutually beneficial arrangements all created with a focus on helping the entertainment sectors of the two countries to imbibe each other’s inherent strengths and establish long term relationships. Drawing its strength from the Indian American community which has been a strong catalyst for the growth of small and medium sized businesses in the US, USIBA is today recognized as one of the most influential trade bodies in the US working for strong US and India trade relations.
Guild secretary general Supran Sen added, “Guild has always been at the forefront of innovative measures for its members at various festivals and markets. Our presence at AFM this year under the National Umbrella program in association with USIBA is one more such initiative.”
The American Film Market is a major fulcrum of the entertainment business for independent motion picture production and distribution. The Guild feels that it will be productive for its members to be associated with this conclave. Accordingly, the Guild has sought USIBA’s help and acquired exhibition space at the market wherein its members can demonstrate their profiles and display their creative oeuvre to the global cognoscenti. The Guild is also granting a special concession for those members interested in exhibiting their content but unable to make the cut this year due to unavoidable circumstances. The Guild Secretariat will display the members’ catalogues/promotion material/brochures at the exhibition space and solicit enquiries pertaining to their content.
USIBA director of entertainment industry Dolly Kapoor explains, “We are glad to note the proactive efforts of the Indian film industry to participate in this largest market for films. It is our endeavor to ensure a successful and productive experience so that Indian film industry attracts more business not only in the US, but also globally.”
Many of the leading companies have expressed their willingness to be a part of this effort. Although names will be intimated shortly, amongst those which have already confirmed their presence include names like UTV, Percept, Mukta, Ultra, Kaleidoscope, Time Broadband, Nirvana Motion Pictures amongst others.
USIBA co-founder and director Robinder Sachdev added, “The media and entertainment sector is important in more ways than one â€“ since growth of the industry means not only more business, but also the export of cultural products helps to grow India’s soft power on the world stage. This is why we feel the Guild’s presence at the AFM to be most useful.”