The Hindu Business Line : Autodesk M&E consolidates, opens up new user segments

Riding on the booming demand for 3D animation applications in new segments, Autodesk Media and Entertainment has expanded its portfolio of offering in video animation, games and visualisation markets.

The Regional Sales Manager, Animation and Desktop Video, South East Asia & India, Autodesk M&E, Mr Raman Madan, said while this sector is witness to huge demand supply mismatch in terms of manpower, newer application areas have opened up.

Newer applications of 3D are building services, architectural detailing, drafting and modelling projects, civil CAD (computer aided design) drafting and detailing, 3D visualisation for 3D walkthroughs and flyovers and 3D still computer generated images, industrial designing, light simulations and product designing.

Animation is often seen as pure-play animated cartoon series or films.

It has wide range of uses such as design visualisation.

There is tremendous use for 3D and animation tools in medical and aeronautical simulations, gaming (mobile, console and PC) as well as industrial design, he explained.

According to Nasscom, the Indian animation industry is projected to touch $950 million by 2009 and this will be complemented by the gaming industry expected to reach $300 million by 2009.

There are only 3,000 skilled personnel against a demand for 10,000.

Lack of skilled personnel and specialised training institutes is a major factor hampering the growth of the domestic animation industry.

The international animation market is an extremely sophisticated and 3Ds Max has seen tremendous acceptance and popularity globally and has been used in films such as Charlie and the Chocolate Factory, Bewitched, Fantastic Four, Mr & Mrs Smith and King Kong.

India too is a fast growing market for Autodesk M&E, said Mr Madan.

"A majority of the animation houses here use our 3Ds Max software," he added.

Several Indian post-production houses such as Prime Focus and Pixion as well as animation houses such as UTV Toons, Maya Entertainment and Crest Communications are among Autodesk's list of customers.

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