Interview with Rajiv Sangari – Director, Animation Division, Padmalaya (India)
Skwigly
It is relatively a younger studio in the international animation arena but Padmalaya Telefilms Limited already seems to be gunning for rich laurels.
Padmalaya’s recent spate of deals has definitely placed it on the global map. The new projects include a US$14 million production and distribution agreement with Italy’s Mondo TV, and a co-production deal with Mallard Media and Ealing Animation among others. Plus Padmalaya’s parent company Zee Telefilms is also planning a joint venture kids channel with Mondo TV later this year.
Rajiv Sangari, director – animation division, Padmalaya feels the studio is currently going through an exciting as well as a challenging phase. Post mega deals, the studio is working out expansion of its production team as well as the infrastructure.
Sangari spoke in detail about studio’s strength and core competencies, new projects and expansion plans to Skwigly.
Excerpts from the interview:
What was the key (such elaborate production and distribution agreement) in signing deals with Mondo TV? How do you think these deals are different from what other Indian studios have done in the past?
First of all, this deal is strategically very aptly done. It lasted over a period of almost eight months of business dating. Also, because not only in this deal we, as an Indian studio, are the back-end partners but also play a front-end role, in which there is a dual responsibility for both partners in this deal.
There are two major ingredients to this whole deal. One is of co production, wherein, as any Indian studio, we are doing the back-end work, i.e. of production, from key animation to dip (digital ink and paint), where as Mondo TV will do the pre and post-production work. As a co-producer we also have our share of South Asian countries rights as well as percentage of worldwide rights. Second is the product sale of Mondo TV, which we
Clootie and Dumpling, Padmalaya’s project with with Mallard Media and Ealing Animation will be doing in the SAARC countries, which will enhance our strength in terms of distribution and reach.
Since our company already has a distinctive advantage over others in terms of a vertical integrated entertainment major, right from broadcasting, cable, exhibition, distribution as well as production, this deal helps us better to penetrate with a good product range of Mondo TV.
Hence, to say the key to this deal is that probably it’s the first time in the history of animation country that we shall be playing a very active role in both the ends.
What do you think are the major challenges for Padmalaya considering the fact the studio hasn’t worked on such projects?
Padmalaya has done some projects for international studios before and we have done quite a few internal projects. Nevertheless, looking into the demanding supply schedule, we at Padmalaya are romping up our infrastructure as well as work force capacity. Our target is to jack up our seatcapacity from 140 to about 400 plus in the next two months. Getting projects in animation is one thing and implementing projects in animation is a another thing. We are in the second phase of the game now.
We are already on with a project and from June onwards, especially from July, the supply demand will go up. Therefore, we are enhancing our capacity. We are in the process of completely restructuring our workers and project management team. We are also working to bring in some Canadians and Filipino for the key positions i.e. of an animation director and production controller. The search is on.
Over and above that, our partners do realise that the kind of project Padmalaya has is a daunting task for any of the Indian studios as per the current scenario, consequently they are also going to support us in finding the right talent from their experience in those markets. I am sure within two-three months we will be adequately placed to execute and support the agreed projects.
When are the projects with Cybergraphix, Mallard and Ealing and Mondo TV expected to commence and end?
Well, the project for Cybergraphix (a 2d show Guardians of Luna for 7-12 age-group) is slotted to start somewhere end of June, Mallard & Ealing is going to start somewhere in July, and Mondo TV will start only by about September, since its going to take the pre-production work to start coming in, which is about to commence there. As far as the Mondo TV work ending, as you know its a four-year project and is ongoing.
What was the role of Animation Bridge in signing a deal with Cybergraphix?
Animation Bridge is one of the co-producers along with Cybergraphix in this deal. Padmalaya, since have co-funded the development, it also has the stake in the project and hence is a co-producer too. Guardians of Luna is going to be a property worth waiting to watch, the development is coming on great and the property looks just fabulous.
What kind of business model does Padmalaya follows? Why is there a recent spate of co-production deals?
We at Padmalaya have realised that looking at the current scenario of slashing of the production prices, being offered to the studios in the country by European and US, it is high time, that we have a mix model, i.e. of job work, as well as joint owners of the property, while it is in the production stage itself. Since the developmental work is in line and in association with you right from the beginning, the bargaining power also goes up for us as Indian companies.
That’s why, we feel that doing both – job work as well as co-production is the right choice. I personally feel, specially, when studios capacity is not full explored, there is no harm taking the job work and executing. However, all of us realise that there is not enough money left out in job works, but at the same time, when we get into co-production, the opportunity of bargaining goes up, you being in the same platform as that of your partners.