Media & entertainment performance not up to mark: Official

Stressing on a need to address the issues facing the media and entertainment sector, a senior government official today said its performance has not been up to the mark so far.
Listing out problems plaguing the sector, Sudhanshu Pandey, Joint Secretary in Ministry of Commerce and Industry, said, "First, market access will get better once our storytelling becomes more universal in appeal.
"Second, language barrier should be overcome by adopting best practises from the Chinese and Korean media and entertainment industries.
"Third, piracy needs to be eradicated as it devalues the actual worth of an IP (intellectual property) and lastly, syndication of content should be the new avenue to generate larger participation and interest from global players."

He, however, said that the sector is creating new avenues in areas of film and television production, technology and engineering.
"This sector's performance has not been up to the mark so far due to several factors. Addressing these issues will help increase access and widen the market base," Pandey said.
He was addressing a session on 'Building Partnerships in M&E' at the Global Exhibition on Services organised by the Ministry of Commerce & Industry in association with CII and Services Export Promotion Council (SEPC).
Information & Broadcasting Ministry Additional Secretary J S Mathur said that co-production treaties with countries like South Korea will provide excellent opportunities for exchange of knowledge in areas of capital access, technology and skills, which will further enable India in becoming the destination for imagination and creativity.