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Indian animation is finally making progress on all fronts.
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Puli
Raja
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In
what is a strategic move, Chennai based animation studio Mayabimbham
Media shall showcase its Tamil 3D animated short film Puli Raja
on an Independence Day half hour slot (8.30am) that it has purchased
on Jaya TV.
Interestingly Mayabimbham has not sold any of the 5 minutes of commercial
Time that it got with the slot and will instead use that time to
promote its own upcoming Tamil 3D animated feature Iyers the
great.
Speaking to Animation 'xpress, Mayabimbham Media MD
Venky Baboo shared, "We are very delighted that our show is
going on air. Usually TV channels are cautious of taking risks with
new kind of programming and especially on festival days. Fortunately
Jaya TV was convinced that a Tamil language 3D animated short would
be a good way of expanding the scope of the original programming
it offers"
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Jaya TV VP- Marketing Bala Swaminathan commented, "The thing
is that good value based programming is not nessecarily always succesful
and vice versa. We have some great original value based shows like
kids quizzes, ventriquilism, story telling and Bharatnatyam contests
but advertisers are not backing such shows. Nonetheless we produce
these shows ourselves even if we barely manage to cover the costs
as they are part of our social commitment and help enhance our penetration
and profile. Similarly we would love to produce animated content but
the costs are not viable"
"Which is why we have sold an Independence Day slot to Mayabimbham
Media as we strongly believe that 3D animated cartoons especially
vernacular should be encouraged"
Mayabimbham has invested in a slot and it hasn't even sold the airtime.
So how does the studio stand to benefit from this whole excercise?
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Venky
Baboo explained,"We have been working on Iyers The Great,
our 3D animated feature for quite some while now, and as we go into
the next level of production, the airing of our 3D animated Tamil
short Puli Raja shall serve as a test of the market, also the audiences
will get a sampling of a 3D animated show which represents their culture
and language"
"Also this activity shall help a lot in enhancing our profile
and public recall, besides serving as a relationship building excercise
with the broadcaster"
"In the future we plan to sell the airtime, but this time around
we have retained it to promote our own upcoming feature" concluded
Venky.
Puli Raja was produced around a year ago at Mayabimbham in
a span of 2 and half months by a team of just 5 people. The studio
which is currently around 20 people strong is in talks with other
Southern channels for similar activities.
Way to go! |
