The Hindu Business Line : Chennai tops in audio post-production job

Growth forecast
Entertainment industry is estimated to grow to $23 billion in 2010.
Music industry to experience single-digit growth to about $17 million by 2010.

Chennai , March 30

Chennai has emerged as a global centre for audio post-production, according to Mr H. Sridhar of Media Artists, one of the leading audio studios in India.

Mr Sridhar was speaking at an UK-India seminar on creative and music industry organised by the British Deputy High Commission. He said Chennai has a large number of post-production audio centres, which have world-class production facilities and are catering to international requirements. Indian studios are also involved in a lot of restoration work.

Besides quality, post-production work in India has the advantage of cheaper man-hours. An hour's slot in India would cost about £30 while in the UK, the cost would range from £100-150, he said. In addition to this, working hours are flexible and there are no breaks on weekends.

Home studios

The fairly new phenomenon in audio post is the setting up of home studios by musicians and music directors. The home studios have eaten into the business of large studios. The innovations in technology have facilitated this trend, which originated in the West, with bands and musicians recorded in their homes and bathrooms, he said.

There is a sudden demand for analog equipment in Britain and the place to source this would be from the old studios in Chennai, which have a large collection of analog equipment, Mr Sridhar said.

Mr Mohan Krishnan of Prasad Studios said India is likely to lose the cost advantage to the East European countries soon. Indian post-production companies should concentrate on quality and creativity.

According to a study done by PricewaterhouseCoopers, the size of the entertainment industry is currently $9 billion and is estimated to grow to $23 billion in 2010, Mr Jayraj Rau, Vice-President, JWT, said.

Industry growth

The entertainment industry includes feature pictures, performing arts, telecasting, broadcasting and gaming. While music is an essential part of all these segments, the industry is expected to experience single-digit growth and would be about $17 million by 2010. The reasons for these are piracy and free downloads, Mr Rau said.

The communication industry stood at $3 billion and this would go up to $7 billion in 2010. A major shift has taken place with advertising giving way to communication, Mr Rau said.

Many of the British companies are on the lookout for partnership with Indian labels and distributors, booking agents and concert promoters. The UK-India Co-Production Treaty is expected to help the Indian and the UK film industries take advantage of new opportunities of the digital age.

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