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Terry
Thoren
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The
keynote address at NASSCOM given by the versatile and immensely
experienced CEO of Vibrant animation, Terry Thoren was power
packed in the real sense of the word.
In
a span of 20 minutes, Thoren gave in a nutshell a comprehensive
list of tips that if followed to the T, would definitely enable
a studio to go up the value chain and become truly world class.
Following
is a listing of the tips by Thoren, straight and to the point
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Develop Multiplatform Content
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Focus on what kind of business model you want to have a thrust
in
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Core focus of production (Outsourcing/ Original) or a combination
of the 2
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Identify
your Strengths; there are three kinds of studios, one's that
are specialists in Long format, those that excel in Games
and the ones that have proven feature capabilities. Very few
excel at all three
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Know the competition
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Invest in Development
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Foundation of success is built on strong ideas and development
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Characters have to stand the test of time
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Invest in Ideas, they needn't be your own.
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Need to attract talent and animators go where the great projects
are.
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Remember that you are building a brand and what you do brands
you
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Be Aware of your strengths and weaknesses
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Build a strong management team
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Be Passionate
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Set clearly defined goals
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Secure distribution
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Be Informed
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Embrace marketing & publicity
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Attend festivals and markets for positioning
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Pay attention to the audience
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Learn to think like a consumer (Go watch the latest animated
feature in a crowded theatre at prime time. Watch kids playing
video games, Go to the DVD stores and see what's selling.
Listen to what people say when they shop)
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There is big money in Licensing and Merchandising
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Strong Story writing
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Memorable characters
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Top Quality Voice
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Pre Pro plan
Even as the Indian animation industry is just beginning to
sense a whiff of prosperity, and things are looking set to
get brighter, Thoren cautioned the audience saying, "Prepare
for the famine while you are in the feast" this said
Thoren meant that one cannot lay on laurels and one has to
keep refreshing one's offering.
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