The Hindu Business Line : Autodesk Media unveils new range of products

Autodesk Media and Entertainment, the technology provider for animation and digital content industry, has unveiled a new family of products that enhance productivity and broaden the range of design capabilities through virtualisation.

The Regional Manager, Animation and Desktop Video, South East Asia and India, Autodesk, Mr Raman Madan, told Business Line that South India accounts for 40 per cent of the Indian animation and digital entertainment content market. This momentum continues with potential for more outsourcing from cities such as Hyderabad, Bangalore and Chennai.

During a visit to Hyderabad, Mr Madan said apart from the entertainment segment, the construction is using Autodesk virtualisation capabilities. With the help of software and design tools, it is possible to virtualise the design structures.

Citing the recent effort to beautify India Gate, Mr Madan said even in such scenarios, through virtualisation, developers can precisely estimate the inputs required.

"The entertainment industry is faced with new challenges. Apart from stringent quality standards, the time to market is shrinking. Autodesk has brought about convergence within its family of products.

This helps developers to work across product lines as if they were one product that helps exchange various 3D assets in a work environment," he said.

The animation industry is making significant strides. But most of the work is for companies based overseas. Due to concerns about piracy in the domestic sector, the development work for local market is yet to take off. This is also one of the key factors that have kept away large gaming providers such as Electronic Arts from making in roads into the Indian market.

Though on a smaller base, the year-on-year growth of the animation sector is about 40 to 50 per cent, but the paucity of talent is a matter of concern that the industry is seeking to address lately. "We also need Government funding and support that would ensure that more people get trained and enter this growing area," he said.

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