Is there encouragement from the television industry?
Animation is not a very easy thing to do. It is very expensive. While everyone would love to make original content, the channels pay less money and they are not yet sure whether animation will work. But the animation situation is improving. Earlier it was MTV that used a lot of animation, and then it was [V] that used animation. Most of the music channels started using it because they are youth oriented. Now with the kids market being identified as the next big thing, they are resorting to animation. Even the advertising industry has upped its demands. If we create a better product then it is easier for other people to understand the value of a good product. I believe we are churning barely 10 per cent of what we are capable of. Indian animation as an industry is very young. Overseas, animation started before Disney. It has had 80 years of experience; we have a long way to go. But at least the opportunities to showcase talent are growing.
