Animation is a huge part of programming - and a primary focus for us, which is also obvious since Disney began over eight decades ago as an animation studio.

Walt Disney (India) Managing Director Mahesh Samat

Imagination and innovation have been a part of this company's DNA ever since. So, I am here to talk about a lot of Disney ideas, methodology and examples that might provide value to our animation industry here. This is, by no imagination an attempt to sell Disney and its products to you!

Also, at the outset, I must warn you that I am a huge animation buff and an Indian who believes in this format of story telling. And a lot of what I am speaking here today are ideas and thoughts that I believe in as a film-goer as well. Just to set a pace to this discussion today.

Today, I will concentrate on this uniqueness that defines and creates value across regions and platforms using animation.

Pixar has a unique style. Several others have their own. And in this region, one country has distinct style purely based on its art forms, culture and storytelling and that is the Japanese Anime.

"India's box office sales were more than Europe, the Middle East and Africa put together"

The India Opportunity

And herein lies a huge opportunity for India. We have an opportunity to create a distinct style and establish our own art forming this format. I am definitely not going to take a high- ground and suggest what that style should be. All, I am keen is that as an industry we realize this potential and carefully debate and develop or adapt what's uniquely Indian art and storytelling.

That is why I believe we need to start 'thinking inside the box' first. The technology and technique is out there for all to busy or borrow. Let's start thinking on what should go inside that entertainment box first-be it the film box, TV-the idiot box or computer or any other box for that matter.

We have yet to explore all the opportunity that's untapped and uniquely Indian that goes inside the box. Once we get that opportunity right, there's always time to 'think outside the box'.

Undoubtedly, many of you have read the great book about this phenomenon - "The world is flat," by Thomas Friedman. It paints the picture of a world where technology has leveled the playing field and anyone can compete, regardless of location and size.

Good content also addresses geographical differences. Great stories need to remain culture agnostic and in today's day and time platform agnostic as well. Programming should not be created for a specific but for audiences all over the world - the community of ONE.

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Indian Talent

Today, we are actively identifying and setting up creative centers - especially with animators, illustrator, developers, writers and producers - around the world, and work with them to tell imaginative stories for kids and families with characters they can relate to and themes that are relevant to everyone. Local idioms have the potential to take you global if you talk to this community change the market place.

There is a lot of benefit for brands like Disney and all vendors involved in that process. I am sure everyone in this room has seen or tasted that dollar. Today however, I am interested in the other end of the spectrum - to create local Indian content that builds a brand of animation for all of us here.

In coming to our country, The Walt Disney Company was well aware that India is already an entertainment powerhouse - by far the largest film producer in the world, making about 1,000 movies a year. To put that in some perspective, Disney makes less than 20 films annually.

Last year, India had over 3.6 billion theatre admissions, while the US had much less than half of that. India's box office sales were more than Europe, the Middle East and Africa put together. And our film industry's compound annual growth rate is at a fantastic 18%

But, there is only one significant metric by which the American entertainment compares favorably: they tend to export very well, while our content is primarily a domestic consumer business.

I would not presume to suggest how this can be improved. But in sharing with you this methodology that led to a great deal of Disney's success in its film and other business - I am hoping there's an approach.

"As an industry, we need to look at aggressively growing the animation education space as well"

The Global Script

This is where the first change needs to come our process of filmmaking in our industry here- The script. It becomes even more crucial when you are trying to collaborate in this format and use animation to succeed. Simply put-if you can visualize it, script it, you can produce it in animation. Use the format. Use that imagination to go back to the box.

So let's begin by asking ourselves… in a flat world, what is our global brand of entertainment or storytelling? There was a time when global distribution, recognition and awareness were mistaken for a global brand. Not anymore.

A quote from a book called The Mirage of Global Markets says it perfectly, "The fact that a well-traveled consumer can find the same hamburger or brand of shampoo in many different countries does not constitute market globalization - it merely points to increased international distribution of those brands."

The real definition of a global acceptance is more than distribution and recognition… it needs to create that emotional connect with the community and the individual. Look at the opportunity we have within India. Not many Hindi film-stars manage to create communities in the southern market for instance and vice verse. Animation bridges that gap for storytellers.

Education Space

As an industry, we need to look at aggressively growing the animation education space as well. There is opportunity both at industry level and in the learning market to create value for all involved.

In today's flatter world, the instantaneous sharing of information has changed the whole concept of local markets to a market of one. I would have loved to show you some exclusive clips from our movie in the making… Roadside Romeo, but I am assured that it would be everywhere before we leave this room! So we will have to wait for the release in October this year.

We found that, from southern China to southern California, families used the exact same words to describe their unique Disney experience - 'magical,' 'dreams,' 'wonder,' and 'imagination.'

This was as true among people who had consumed our entertainment for years, as it was with individuals who had never walked through our gates. It represents an escape into a magical world, where Disney wonder, stories and characters come to life before your very eyes…a place where dreams really do come true.

And it goes back to how some of our best entertainment has come to life. By keeping the family in the center of everything this brand does.

"From cinema to TV, from consumer products to Disneyland and from broadband to broadway - you can experience our stories everywhere now"

The India Difference

Our stories and characters are platform agnostic. From cinema to TV, from consumer products to Disneyland and from broadband to broadway - you can experience our stories everywhere now.

For the Indian style of entertainment, I would urge us to look at the India Difference. Once we reach there. We can go into the 'out of box' mode.

I had the luxury of using Disney examples because of the access. So, I did!

I am happy to leave the dais with some thoughts that may - start a dialogue, a debate and finally a roadmap to work as an industry to find our own India brand of aniMATA.

So if I had to sum it up in one sentence, I would say this.

As its core, creating and managing a global brand of entertainment in a flat world is about leveraging universal aspirations - and tapping into a uniquely personal desire in each of us, to belong to a community that shares our values. And we are in the right place and time to act on it.

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