| With the Indian entertainment exports set to cross the Rs 1,500-crore mark this year and Indian films becoming popular in the international markets like north Europe, Germany, France and Japan, film Industry representatives said that producers should formulate a plan for distribution of their films in these markets.
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| Speaking to Business Standard, Amit Khanna, chairman of the Reliance Entertainment Ltd, said that Indian films were now finding viewers beyond West Asian countries, United Kingdom and North America.
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| “In the past three years, markets in Germany, France and Japan have opened up, which is indeed a good news for us,” he added.
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| The most encouraging aspect of all these developments has been the acceptance of Indian alternative cinema in foreign countries, according to Khanna.
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| “In China too, there is a huge untapped film market and the talks are underway with that country to allow more Indian films.”
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| Recently, the mainstream cable companies in the United States started a ‘Video on Demand’ for the Indian films, a step that would greatly boost the market for these films, as it would check piracy, he observed.
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| Latin America too is turning out to be a promising market for Indian films and the industry has a plan to dub its films in Spanish to cater to the needs of viewers there, he said.
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| Renowned film producer Bobby Bedi, however, stated that India still has just half per cent of the global film market share, a huge gap to be filled.
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| “Urgent strategies are needed for this purpose,” said Bedi, who is the chairman of the Confederation of Indian Industry’s (CII) National Entertainment Committee.
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| Bedi said that producers should not sell the total rights of their films to a single distributor. |
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