MUMBAI: The 14th edition of FICCI (Federation of Indian Chambers of Commerce and Industry) Frames, which is the annual conclave of the media and entertainment industry opened in Mumbai, Tuesday.

Bollywood beauty Kareena Kapoor and filmmaker Karan Johar graced the conference with their presence. The aim of this conference is to deliberate on the growth of the Indian film Industry and find ways to maximize its creative and economic potential.

Kareena Kapoor dressed like the summer sun, looked radiant in an orange saree with a yellow, black and gold border. She lit the lamp during the inaugural session.

The inaugural session saw the presence of I&B Secretary – Uday Kumar Varma, Chairman of FICCI’s Media & Entertainment committee – Uday Shankar, Chairman of Walt Disney International – Andy Bird and Deputy Minister of culture, sports and tourism of South Korea – Dr. Soon Tae Park.

The topics covered include digitization, censorship, marketing, exhibition and distribution. The second phase of TV digitization will discuss the dynamics of digital content and the future road map for television.

There also will be a debate about the perception and portrayal of women in TV and cinema apart from discussing how to reinvent regional content in the digital era, which is more important now than ever.

As 2013 is the centenary year for Indian cinema, Frames is launching a film tourism initiative called ‘Shoot at Site’: to enable tips on location scouting, production facilities and navigating through state-specific production benefits across India.