Download - Media-Entertainment NSDC Report (2022)
Media & EntertainmentIndustry Sector (2022)
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Human Resource and Skill Requirements in the Media and Entertainment Industry
Study on mapping of human resource skill gaps in
India till 2022
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 2 of 40
Table of Contents
1. Environment Scanning and Competitiveness of Media and Entertainment Sector in India . 4
1.1. Overview ................................................................................................................................. 4
1.2. Overview of the Film Segment ............................................................................................... 6
1.3. Overview of the Television Segment ...................................................................................... 9
1.4. Overview of the Print Segment ............................................................................................. 11
1.5. Overview of the Gaming Segment ........................................................................................ 13
1.6. Overview of the Animation Segment .................................................................................... 16
1.7. Key players in the Media and Entertainment sector ............................................................. 16
2. Human Resource and Skill Requirements in the Media and Entertainment Industry ........ 18
2.1. Film and Television Segment ............................................................................................... 18
2.2. Animation Segment............................................................................................................... 26
2.3. Games Segment .................................................................................................................... 29
2.4. Radio Segment ...................................................................................................................... 30
2.5. Projected Industry Size and Human Resource Requirement ................................................ 33
2.6. Focus areas for Skill Building ............................................................................................... 35
List of Figures
Figure 1: Share of various segments in Media and Entertainment sector in 2009 (Estimates) ............... 5
Figure 2: Demand drivers of the domestic film segment ........................................................................ 7
Figure 3: Demand drivers of the overseas film segment ......................................................................... 8
Figure 4: Key Success and Risk Factors in the Film Segment ............................................................... 9
Figure 5: Demand drivers in Television ............................................................................................... 10
Figure 6: Key Success and Risk Factors in the Television segment ..................................................... 11
Figure 7: Demand drivers in the Print Industry .................................................................................... 12
Figure 8: Demand drivers of the Gaming Segment .............................................................................. 14
Figure 9: Profile of persons engaged in the production of a movie ...................................................... 18
Figure 10: Profile of Persons in the Production of Film and Television Segment ................................ 19
Figure 11: Profile of Persons in the Radio Segment ............................................................................. 30
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 3 of 40
List of Tables
Table 1: Size and growth of the Media and Entertainment Industry in India ......................................... 5
Table 2: Key players in the Media and Entertainment sector ............................................................... 16
Table 3: Skill Requirements and Skill Gaps Common to Film and Television segment ...................... 19
Table 4: Skill Requirements in other areas in the Film and Television Segment ................................. 25
Table 5: Application areas of Animation in the Media and Entertainment Industry ............................ 26
Table 6: Profile of persons employed in the Animation Segment ........................................................ 27
Table 7: Function-wise Distribution of Persons Employed in Animation Segment ............................. 27
Table 8: Skill Requirements and Skill Gaps in the Animation segment ............................................... 27
Table 9: Profile of People in Games Segment ...................................................................................... 29
Table 10: Skill Requirements and Skill Gaps Common to Games segment ......................................... 29
Table 11: Skill Requirements and Skill Gaps Common to Radio Segment .......................................... 31
Table 12: Skill Requirements in other areas in the Film and Television Segment ............................... 32
Table 13: Current employment in the Media and Entertainment Industry (in ‘000s) – direct
employment only .................................................................................................................................. 33
Table 14: Projected size of key segments in the Media and Entertainment Industry (Rs. billion) – 2008
and 2022 ................................................................................................................................................ 34
Table 15: Projected human resource requirement – 2008 to 2022 (in ‘000s) ....................................... 35
Table 16: Focus Areas for Skill Building in Media and Entertainment ................................................ 35
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 4 of 40
1. Environment Scanning and Competitiveness of Media and
Entertainment Sector in India
1.1. Overview
The Indian Media and Entertainment industry, with a size of Rs. 584 billion and a Compounded
Annual Growth Rate (CAGR) of 15% between 2005 and 20081, is one of the fastest growing sectors
in the country. The key drivers of the growth of Indian Media and Entertainment industry have been
the rising spend on entertainment by the growing Indian middle class, regulatory initiatives, increased
corporate investments and integration of existing players across the value chain. In addition to the
expected increase in spend of the Indian middle class towards entertainment, the rising global interest
in Indian content is also expected to fuel growth in this industry. Also, technological advances and
liberal government policies favoring foreign direct investment (FDI) continue to aid expansion.
1.1.1. Size and Growth of the Indian Media and Entertainment Industry
The Media and Entertainment industry comprises of the following segments:
Television
Films
Radio
Music
Animation
Gaming
Advertising – Internet and Outdoor.
The following table presents the size and growth recorded in this industry. It is estimated that the size
of the industry in 2009 would amount to Rs. 628 billion.
1 Federation of Indian Chambers of Commerce and Industry (FICCI) – Frames 2009 Report
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 5 of 40
Table 1: Size and growth of the Media and Entertainment Industry in India
Sector
(Rs. billion)
2005 2006 2007 2008 2009(E) CAGR
2005-09
Television 163.3 182.5 211.3 240.5 262.7 12.6%
Print 117.1 138.6 160.4 172.6 183.9 11.9%
Film 66.9 81.7 96.4 109.3 109.2 13.0%
Radio 4.9 6.0 7.4 8.4 9.2 17.1%
Music 8.3 7.8 7.4 7.3 7.5 -2.5%
Animation 10.0 12.0 14.5 17.4 20.0 18.9%
Gaming 2.2 3.0 4.4 6.5 9.4 43.8%
Internet
Advertising
2.0 2.0 3.9 6.2 8.4 43.2%
Outdoor 10.0 11.7 14.0 16.1 17.7 15.3%
Total 384.7 445.3 519.7 584.3 628.0 13.0%
Source: FICCI Frames 2009
Though the Television, Print, and Film segments dominate the Media & Entertainment space in India,
new segments such as gaming, animation, outdoor (Out of Home – OOH) and internet advertising are
gaining importance. The share of various segments in the Media and Entertainment sector are shown
below.
Figure 1: Share of various segments in Media and Entertainment sector in 2009 (Estimates)
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Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 7 of 40
the share in revenue However, ‘piracy’ is an important risk factor which can threaten the growth of
this industry.
The last four to five years have been characterised by several changes in the Indian film segment,
such as reduction in the contribution of domestic theatrical from about 78% in 2005 to about 72% in
2008, over 100% increase in the number of multiplex screens, availability of organized funding.
1.2.1. Demand Drivers of the Film Segment
The demand drivers for the Film Segment may be categorised into demand drivers for domestic sales
and demand drivers for overseas sales. One of the key reasons for the rapid growth of the film
segment in the domestic and overseas markets has been the strong influence of several favourable
drivers of demand.
Demand drivers in Domestic Film Segment
Figure 2: Demand drivers of the domestic film segment
• Increasing disposable incomes: Disposable incomes have been rising at a CAGR (FY 2000-
2007) of 10.3%. The share of recreation in disposable income is expected to increase at the
rate of 8% annually. Hence, the spend on recreational activities such as film viewing has
increased.
• No. of screens – Multiplex & single screen: The southern states of Tamil Nadu, Karnataka,
Kerala and Andhra Pradesh account for 59% of the number of theatres of India, while
servicing only 22% of the population. Across India, the number of multiplex screens is
expected to increase from 1,350 in 2007 to around 5,000 by 2012. The number of single
screens in the same time is expected to reduce from 8,841 to 7,500.
Key demand drivers of the domestic film
segment market
Increasing disposable incomes
No. of screens –Multiplex & single screen
Average ticket prices
Number of movies released
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 8 of 40
• Average ticket prices: Average ticket price in single screens is around Rs 13 while Rs 110 in
multiplexes. Most of the new multiplexes are planned in Tier II cities (with lower ticket
prices). Hence, multiplex ticket prices are expected to reduce from Rs 110 in 2007 to Rs 80 in
2012. Increase in the number of multiplexes is positively influencing the average ticket prices
with the overall average ticket prices expected to rise from Rs 22 in 2007 to over Rs 35 in
2012.
• Number of movies released: In 2007 alone 1,146 different films were released and this trend
is increasing at around 8-10% YoY. The number of films has reached a stable state in terms
of numbers and is expected to grow only at around 5% YoY. Also, the Indian film segment is
no longer dominated only by Hindi movies. In 2007, 241 Telugu films and 76 Bhojpuri films
were released.
Demand drivers of the overseas film segment
Figure 3: Demand drivers of the overseas film segment
• Increased selling and marketing focus in the overseas market and more organised
distribution plans: Players such as Yash Raj Films, Adlabs and UTV have entered the
overseas distribution business. Given their strong distribution as also ability to invest heavily
in marketing of movies in the international market, Indian movies are witnessing higher
overseas collections.
• Growing popularity of Indian films overseas: Hindi movies are also finding increasing
favour in non-US and non-UK markets. These markets, earlier accounting for 10% of the
overseas revenues, now contribute 25-30% of a film’s total overseas revenues.
Key demand drivers of the overseas film
segment market
Increased selling & marketing focus in the overseas market and
more organised distribution plans
Growing popularity of India films overseas
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 10 of 40
1.3.1. Demand Drivers of the Television Segment
Figure 5: Demand drivers in Television
• Increase in number of television channels and niche segments: The number of television
channels in India has been on the rise. There were about 120 channels available in 2003,
which has now grown to over 450. Increasing number of channels increases the demand for
content. Niche segments such as news channels, lifestyle, kids, reality shows, and spiritual
shows are on the rise. Thus, the viewer now has greater choice in mass entertainment and
niche segments.
• Increasing disposable incomes: Disposable incomes have been rising at a CAGR (FY 2000-
2007) of 10.3%. Hence the ability to spend on electronic goods such as televisions have
increased – for example, TV sales in India are growing at 12% annually by volume. The
growth is as high as 25% in the rural India. The demand for TVs with flat panel display (FPD)
terminals, such as LCD and Plasma, is expected to cross three million units by 2010-11.
During fiscal 2007-08, it registered a growth of over 100 %. The number of households with
TV are expected to rise from 11.9 crore in 2007 to 13.2 crore in 2012.
• Emergence of digital mediums of distribution: There are currently three modes of television
distribution, namely, DTH, Digital cable and IPTV. Digitization allows better picture and
sound quality and thus commands greater viewership. ‘Corporaterisation’ of the DTH sector
is happening in India, leading to high growth of the sector – the pay DTH market is now
expected to have over 10 million subscribers. Digitization has been further enabled by the
implementation of CAS in some metros. Penetration of IPTV, though in its nascent stages in
India, is expected to increase.
Key demand drivers of the
television segment
Increase in number of television
channels and niche segments
Increasing disposable incomes
Emergence of digital mediums of distribution
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 12 of 40
segment. The most widely read vernacular newspapers are Dainik Jagaran, Dainik Bhaskar,
Hindustan, Amar Ujala and Daily Thanthi and the most widely read English newspapers are Times of
India, The Hindu, Hindustan Times, Deccan Chronicle and The Telegraph. Major players have
launched tabloids and magazines to flank their market share and develop niche growth markets.
Example: HTML – Mint (Business daily), Metro Now (Tabloid), Nandan, Kadambini (Magazines).
As regards magazines, the segment is dominated by General Interest and Women magazines. B2B
magazines account for 3% to 4% of the market while B2C magazines account for 96%-97%. Key
magazines in India include Saras Salil (Hindi), Kungumam (Tamil), Vanitha (Malayalam), India
Today (English ), Grihashobha (Hindi), Kumudam (Tamil), India Today (Hindi), Malayala Manorama
(Malayalam), Ananda Vikatan (Tamil) and Meri Saheli (Hindi).
1.4.1. Demand Drivers of the Print Segment
Figure 7: Demand drivers in the Print Industry
• Rising literacy rates: There exists a strong correlation between literacy rates and circulation.
For example, literacy rates increased from 65% to 70% between 2001 and 2006. This has also
driven up circulation of dailies to 88 million, a CAGR of about 8% during the same period.
• Increase in ad spends: India’s ad spend as a % of GDP is only 0.34%, compared to the global
average of 0.98%. This is set to increase - India’s ad spend market is expected to increase
from Rs. 16,300 crore in 2006 to Rs. 32,000 crore in 2011, a CAGR of about 14% to 15%.
Retail accounts for 48% of ad spend and if retailers spend 5% of their revenues in advertising,
the portion from retail itself can touch Rs 7,200 crore.
• Increase in penetration: The Print media has an 85% reach in the urban markets (SEC A and
SEC B) and a low 33% reach in rural markets (SEC C, SEC D and SEC E). There is thus
Key demand drivers of the
Print segment
Rising literacy rates
Increase in ad spends
Increase in penetration
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 13 of 40
further potential for demand in the rural sector. Also, the readership base of the print market
in India is 250 million while the Indian population crosses over 1150 million, of which about
750 million are literate. There is thus a large population yet to be targeted.
1.5. Overview of the Gaming Segment
The gaming segment in India is still at a very nascent stage but is poised for growth in the future. The
segment is currently a small contributor to the size of the Indian Media and Entertainment sector and
currently accounts for only about 1% of the size of the sector. The size of the gaming segment was
estimated at about Rs. 7 billion in 2009 and the CAGR between 2005 and 2009(E) is estimated at
about 33%7.
The gaming industry can be classified into one of the following key types of gaming: Online /
computer gaming, Mobile gaming and Console gaming. Amongst all forms of gaming, the highest
contribution is that of Mobile gaming but the highest growth potential lies in Online gaming format.
The growth in the Mobile gaming market has been enabled by widespread availability of high end
mobile handsets (especially GPRS/Java/Brew) and removal of subscription charges on GPRS access
on mobile phones by telecom operators. India has around 4 million broadband subscribers and this is
expected to increase to around 18 million by 2012. Around 50 million people are already using
internet in India and the number of internet users in India are expected to increase to over 100 million
by 2012. The console games are primarily imported in India which attracts a duty of 54% and retail at
prices of Rs 1,500 or above. The console makers drive to indigenise the gaming content would lead to
the growth in console gaming industry in India.
The key players in the gaming industry are Indiagames, Zapak, Games2win, Kreeda, Sify, Dhruva
Interactive, Paradox Studios, Level Up!, etc.
7 FICCI Frames 2009, IMaCS analysis
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 14 of 40
1.5.1. Demand Drivers of the Gaming Segment
Figure 8: Demand drivers of the Gaming Segment
• Rise of enablers like internet penetration: A greater number of people in India are expected
to have access to the internet (broadband at home / usage in cyber cafes), thus in turn giving
impetus to the online gaming sub-segment. India has around 40 lakh broadband subscribers
and these are expected to increase to around 180 lakh by 2012. Around 5 crore people are
already using internet in India - SEC A and B account for 77% of the internet users in India.
The number of internet users in India is expected to increase to over 10 crore by 2012. Also
the potential target segment8 for online gaming accessing the internet from cyber-café is
expected to grow at 20% CAGR till 2012.
• Demographic profile of internet users: Gaming as a recreational occupation9 is more likely
to attract the younger population. Currently around 2/3rd of the internet users in India are less
than 35 years age and the demographic distribution has been stable over last couple of years.
• Increase in the mobile subscriber base and high-end cell phones: Mobile gaming is through
the usage of mobile phones. The mobile subscriber base has grown at a CAGR of 39% from
2005 to 2008 from 7.5 crore subscribers to 26.1 crore subscribers. The GSM subscribers base
8 Typically school kids, college students, young men [<35 years age, working / non-working] and non-working women, residing in top 8 metros, small metros and non-metros and who belong to SEC A and SEC B 9 Only 3% of the gamers in India are serious gamers with the remaining 97% being casual gamers.
Key demand drivers of the
gaming segment (online, mobile, co
nsole)
Growth of enablers like
internet penetration
Demographic profile of internet
users
Increase in the mobile subscriber
base and high-end cell phones
Affordable pricing of mobile
games
Marketing efforts of console makers and publishers
Reduction in console prices
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 15 of 40
has reached 19.27 crore while the CDMA subscribers base has reached 6.837 crore in 2008.
The rise in the mobile subscriber base which is primarily due to drop in call charges, cheaper
handsets, wider range of handsets available, in turn supports the mobile gaming industry.
• Affordable pricing of mobile games: The effective end-user price of mobile games per game
download is Rs. 35-40 for GSM networks and about Rs. 15 for CDMA networks (except
Reliance BREW). The industry average price per download is around Rs. 30; around 50% of
the game download occurs in the Rs. 30 – Rs. 50 price range and around 30% of the game
downloads happen in the Rs. 5 – Rs. 10 price range.
• Marketing efforts of console makers and publishers: The console gaming has graduated
from a cult group to a lifestyle product. The console makers are promoting games with
indigenous appeal. For example, Cricket – with Yuvraj Singh International Cricket 2007 by
Xbox and subsidised by Microsoft. The trend is towards development of games that would
involve all the members of the family
• Reduction in console prices: Currently, the consoles in India are imported and attract a steep
duty of 35% which increases their retail price. Also, they do not come with preloaded games -
games are primarily imported and retailed in the range of Rs.1,500 - Rs.3,000 including the
duty of 54% on imported games. Console makers are now aiming to reduce the recurring high
costs of the games. For example, Sony Computer Entertainment is negotiating with game
engine developers to reduce license fee for game developers which would reduce the price of
the final game.
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 16 of 40
1.6. Overview of the Animation Segment
The animation segment in India is in its early growth stage and is poised for growth in the future. The
segment is currently a small contributor to the size of the Indian M&E sector and currently accounts
for only about 3% of the size of the sector.
Animation is used in television, films and on-screen visual effects. The most popularly used
animation technologies are 2D animation, clay animation and 3D animation. Although most of the
animation in India is 2D, 3D animation space is expected to become popular in the future. The quality
of visual effects done in the Indian market is still very low as compared to the West. Although there
are over 200 animation companies and about 40 specialised VFX companies in India, there are only a
handful which do quality work. The key players in this industry are Crest Animation Studios, Prime
Focus, Maya Entertainment Ltd., Toonz Animation India Pvt. Ltd., Pixion-Century Communications
Ltd. and Paprikaas animation studios.
The key revenue streams in the animation segment are entertainment (through television, fully
animated movies, visual effects – VFX and home entertainment – direct to DVD), e-education and
web designing. The entertainment animation section contributes to around 70% to the total animation
industry. TV animation, the largest user of animation in India, is considered to be the most basic form
of animation from which most of the companies start and evolve to other forms like VFX and fully
animated movies. Growth in the usage of animation in movies is expected to fuel the visual effects
usage in future. Apart from Crest Animation Studios, no other Indian player has capabilities to
develop high-end 3D fully animated movies. Though India has the cost advantage, significant
shortage of talent is hampering the growth of the industry.
1.7. Key players in the Media and Entertainment sector
The Media and Entertainment sector has seen a number of media conglomerates who are active across
various media categories from films, print to radio. The Indian players in segments like animation and
internet are very small as the segment is still in its nascent stage in India. A large portfolio has offered
these conglomerates considerable advantage in gaining customers and advertisement revenues.
Table 2: Key players in the Media and Entertainment sector
Segment Key Players Product of service offering
Television
Dish TV, Wire&Wireless, In Cable Net, Tata Sky, Hathway TV Distribution networks
Zee Entertainment Start Network, Sun TV Network, NDTV, Sahara One Media; and Doordarshan TV Broadcasting
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 17 of 40
Segment Key Players Product of service offering
Balaji Telefilms, BAG films, Cinevistas K Sera Sera Productions Content Producers
Times of India, The Hindu, Deccan Chronicle English Newspapers
Dainik Jagran, Dainik Bhaskar, Hindustan Vernacular Newspapers
India Today, Outlook, Femina, Business world Magazines
Films
Pyramid Saimira, Adlabs, Inox, PVR Multiplexes
UTV Motion Pictures, Sahara One Media, Mukta Arts, K Sera Sera productions Films production
Saregama, Tips Industries, Moser Baer, T-series, Ultra Home Video segment
Radio Radio Mirchi, Banyan Tree Communications, FM 97.1; and All India Radio FM radio stations
Music Saregama India, Tips Industries, Times Music Music production and distribution
Animation
Indiagames Ltd., FXLabs Studio Game developers and distributors
Zapak Digital Entertainment Ltd., Games2win Gaming Portals
Sony Playstations, Nitendo, Microsoft Xbox Console gaming
Crest Animations, Prime Focus, Famous Studios, Maya Entertainment Animation studios
OOH Laqshya, OOH Media, V-Jive, Big Street OOH advertising
360o Experience, Teamwork Film Pvt. Ltd., Unsual Entertainment OOH entertainment
Internet Sify, Connect Turf, Tribal DDB Internet Advertising
Yahoo, MSN, Rediff Advertising portals
Source: Various secondary sources
Having reviewed the current structure of the Media and Entertainment sector, we shall now
proceed to understand the human resource and skill requirements in the industry.
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 18 of 40
2. Human Resource and Skill Requirements in the Media and
Entertainment Industry
The skill requirements and gaps in the Media andEntertainment Industry are elaborated for the
following segments:
Films and Television
Animation
Gaming
Radio.
These select segments account for about 70% of the industry revenues.
2.1. Film and Television Segment
2.1.1. Profiles of persons employed
About 100 to 120 persons are required to produce a movie. The profile of persons engaged in this
activity is indicated in the following figure10.
Figure 9: Profile of persons engaged in the production of a movie
Source: Stakeholder interactions and IMaCS analysis
10 This does not include Distribution and Exhibition activities and is limited to Film Production alone
Misc, 27%
Music Crew, 18%
Production Crew, 12%
Mess, 9%
Director Crew, 7% Camera Crew, 4%
Makeupman, 4%
Art Crew, 3%
Editing Crew, 3%
Dance Master, 3%
Costume designers, 3%
Dialogue writers, 2%Still
Photographers, 2%Stunt
Coordinator, 1%
Other, 12%
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 19 of 40
The following is the profile of persons employed by various production houses engaged in TV and
Film production.
Figure 10: Profile of Persons in the Production of Film and Television Segment
Source: Primary Research and IMaCS analysis
2.1.2. Skill Requirements and Skill Gaps in Film and Television Segment
The following table presents the skill requirements and gaps across various functions in Film segment
and is largely applicable to the Television segment as well in terms of technical aspects.
Table 3: Skill Requirements and Skill Gaps Common to Film and Television segment
Function Level Skills required Skill gaps
Development Producer Finalising and hiring of the
crew including Directors,
Cameramen, Artists, etc.
Through understanding of
the industry and various
activities involved in film
Insufficient organising
skills
Inadequate negotiation
skills
Lack of production
designing skill. For
High School or
below, with 0-1 year of experience
With more than 1-2 years of experience
With more than 5-8 years of
experience
Producer
Directors
Cameraman
Stunt CoordinatorsDance Master
ArtistEditor
Art Director
MakeupmanCostume Designers
Set DesignerMusic
Director Music Team
Production Manager
Production boys
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 20 of 40
Function Level Skills required Skill gaps
making.
Ability to plan and perform
filming activities in an
organised / systematic
manner
Ability to take right
decision at right time
Negotiation skills
Budgeting skills
Marketing and distribution
skills
Knowledge on the evolving
trends in society, fashion,
etc.
example, in India a film
is produced in 60 days
(approx) which can be
reduced to 15 days by
having Unit Director
Concept.
Writer Ability to write an original
story
Creative skills
Story telling skills
Ability to undertake
research
Ability to include
contemporary thoughts
Lack of adequate
originality in work
Script writer Ability to convert an idea
into a film
Ability to visualise the film.
Ability to bring the story
line alive
Creativity
Ability to use story board
software
Inadequate creativity
Inadequate ability to use
software
Concept Artist Fine-art skills
Ability to interpret ideas in
a creative manner
Ability to work within
Inadequate ability to
make self-explanatory
sketches keeping story
line in mind
Human Resource and Skill Requirements in the Media and Entertainment Industry
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Function Level Skills required Skill gaps
deadlines
Ability to make sketches
Ability to use software such
as Photoshop, Corel Painter,
and other graphics software
Pre Production
/ Production
Production
Manager
Assisting in hiring of crew
including Directors,
Cameramen, Artists, etc.
Production budgeting skills
Ability to prepare and
manage production
schedule
Negotiation skills to
negotiate with different
persons for equipments,
location, setting properties,
hiring artist, hiring
technicians, etc.
Ability to coordinate with
film financiers and the
directors
Obtaining permission from
concerned authorities for
shooting whenever
required.
Procuring, assembling and
managing the required
infrastructure for the set.
Inadequate production
and budgeting skills
Inadequate planning and
execution skills
Director Ability to visualise the
script
Ability to make a movie
People management skills
Ability to guide the
technical team in terms of
Insufficient creative
skills
Inadequate ability to
guide the technical team
Inadequate ability to
understand cinema and
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 22 of 40
Function Level Skills required Skill gaps
camera angle, lighting, set
design, etc
Creative skills
Ability to decide the look
and of the film
Ability to work with editor
during post-production to
ensure the mix of emotions
with story line and the shots
taken.
TV trends
Lack of application
knowledge of graphics
and special effects,
thereby increasing the
production cost.
Assistant
Director
Ability to manage shooting
schedules
Ability to manage the
logistics of shooting
Ability to execute work as
assigned by the director
The following skills are
inadequate:
Planning skills
Time Management skills
Scheduling skills
People management
skills
Art Directors Ensure smooth functioning
of the department.
Knowledge on set
designing, graphic works,
craft works
Ability to oversee the
aesthetic characters and
textural details of the set
Ability to manage the
various functions including
set, costumes, makeup,
hairstyle etc.
Insufficient knowledge
on graphic works and its
impact on art
Cinematographer Photography skills
Directing lighting and
camera personnel
Deciding on film guage
selection
Insufficient skill on
camera angle, focus etc.
Human Resource and Skill Requirements in the Media and Entertainment Industry
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Function Level Skills required Skill gaps
Ability to oversee lab work
Ability to select lens, to
decide the exposure level
and focus.
Ability to enhance the
mood and look of the film
Ability to use filters
People management skills
Post
Production
and
Distribution
Editor Ability to decide the take
which goes into the final film
along with the director
Ability to keep the story line
alive
Familiarity with editing tools
Sound editor prepares the
dialogues, background sounds
etc for the movie
Proper synchronisation of
sound track with the edited
video and effects to make the
final movie.
Inadequate ability to
maintain the flow in the
movie
Inadequate knowledge of
mixing, editing and
animation techniques
Sound Editor Ability to locate the correct
audio for the take
Ability to remove unwanted
noise in the background from
the selected sound tracks
Ability to create sound effects
in the film
Ability to use sound editing
software
Inadequate ability to use
advance sound editing
software to create rich
sound effects
Distributors Marketing skills
Knowledge on latest
technologies used in
distribution such as satellite
Inadequate marketing
skills
Inadequate ability to
coordinate with a large
Human Resource and Skill Requirements in the Media and Entertainment Industry
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Function Level Skills required Skill gaps
distribution number of cinema
owners
Inadequate ability to fix
revenue sharing terms
Cinema Manager Ability to spot upcoming
trends in entertainment
industry and provide
recommendations to
management
Strong leadership and
motivational skills
Troubleshooting skills
Carry out product launches
with the help of manager
and other associates
Knowledge of organisation
policy and ensuring
communication and
adherence by the employees
Supervising entire
operations of the centre
Inadequate industry
knowledge
Inadequate problem
solving skills
Inadequate managerial
skills to manage the
operations of the theatre
– technical,
maintenance,
supervisory
Exhibition Cinema
Programmer
Ability to spot customer
preferences and design
movie schedules to achieve
maximum occupancy
Negotiation skills to interact
with distributor and obtain
content, which requires good
understanding of cinema
Lack of sufficient
number of good quality
cinema programmers
which requires both
scheduling skills
(analytical ability) and
marketing skills (ability
to promote movie and
Human Resource and Skill Requirements in the Media and Entertainment Industry
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Function Level Skills required Skill gaps
industry
Marketing skills to
undertake promotion of
upcoming movies
understand customer
trends)
Source: Stakeholder interactions and IMaCS analysis
In addition to the above, the following are skills required in other related areas:
Table 4: Skill Requirements in other areas in the Film and Television Segment
Level Skills required
Music Director and Assistants Ability to intensify the emotional content in the film
Creativity
Ability to use virtual instruments
Set Builder Ability to build the set as per the requirement
On-time completion work without delaying the shooting
schedule
Creativity
Adequate knowledge of construction
Knowledge of Plastic casting, Electronic works, etc.
Cameraman Knowledge on techniques to set camera angle, lighting, etc
Videography skills
Visual Communication
Video editing and photography skills
Costume Designers Ability to understand the characters, their role, scene in the
film
Creativity skills
Ability to use fashion designing software
Knowledge on pattern development, fashion, textile,
drafting the model etc.
Ability to develop costumes to enhance the character
personality, changing trends, etc.
Human Resource and Skill Requirements in the Media and Entertainment Industry
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Level Skills required
Ability to design costumes in such a way that the
characters can move freely without damaging the garments
(especially during stunts).
Makeup man Ability to improve the look/appearance of the artist
Knowledge on advanced makeup techniques
Time management
Choreographer Ability to compose dance movements in relation to music
Creativity
Ability to teach dance movements
Ability bring expressions out while dancing
Stunt Coordinator Highly trained and professional stunt skills
Creativity
Knowledge to ensure safety of performers
Source: Stakeholder interactions and IMaCS analysis
2.2. Animation Segment
Animation is fairly recent concept in Indian cinema. Some of the Indian animated movie makers have
collaborated with Dreamworks, Walt Disney, and Pixar Animation. Apart from pure 2D or 3D
animated movies, application of animation in Films is also increasing.
Table 5: Application areas of Animation in the Media and Entertainment Industry
Area Percentage of application into respective areas
TV 50%
Film (Animated movies + Others)
Theatre 10%-25%
Direct to DVD 10%-30%
Source: Primary Research and IMaCS analysis
Human Resource and Skill Requirements in the Media and Entertainment Industry
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Table 6: Profile of persons employed in the Animation Segment
Educational Level Percentage share
Fine-Arts with computer knowledge 50%
Technicians with computer knowledge 40%-45%
Professionally qualified 5%-10%
Source: Primary Research and IMaCS analysis
Table 7: Function-wise Distribution of Persons Employed in Animation Segment
Functions Percentage of People
Pre-Production 5% - 10%
Production 80% - 90%
Post –Production 5% - 10%
Source: Primary Research and IMaCS analysis
2.2.1. Skill Requirements and Skill Gaps in Animation Segment
Table 8: Skill Requirements and Skill Gaps in the Animation segment
Function Level Skills required Skill gaps
Pre-production Script writer Ability to undertake
research
Creative skills
Narrative skills
Inadequate ability to
write script keeping target
segment in mind
Story boarder Ability to conceptualise the
idea
Ability to develop a story
concept
Drawing skills
Design skills
Inadequate drawing and
design skills
Inadequate ability to
bring out emotion in the
characters
Lack of deep
Human Resource and Skill Requirements in the Media and Entertainment Industry
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Function Level Skills required Skill gaps
Narrative skills
Ability to imagine the
interaction of the images
with voice, music etc
Deep understanding of
scripts
understanding of scripts
Production
Modeller Creative skills
Ability to convert a simple
object (primitives) into a
refined and detailed output.
An understanding of
lighting and colour on the
object
Cinematography skills
Ability to use the 3D
modelling software such as
3DS Max, Maya, etc
Drawing and Designing
skills
Inadequate
cinematography skills
Insufficient knowledge on
the usage of 3D software.
Rigger Develop tools for facial
animation production
process
Ability to create and
maintain animator friendly
rigs
Ability to work in software
such as Maya, 3DS MAX
Problem solving skills
Ability to work with
Mel/Python scripts
Inadequate problem
solving ability
Inability to create
friendly rigs
Insufficient knowledge
to understand and work
with Mel scripts
Animators Ability to manoeuvre a 3D
object
Lighting skills
Cinematography skills
Insufficient
Cinematography skills.
Human Resource and Skill Requirements in the Media and Entertainment Industry
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Function Level Skills required Skill gaps
Knowledge of camera
angles and techniques
Familiarity with related
software.
Post-
production
Compositor Ability to blend the
computer generated
footage with live footage
Ability to provide special
effects during various
situations such as
explosions, etc.
Inadequate knowledge on
application of special
effects.
Source: Stakeholder interactions and IMaCS analysis
2.3. Games Segment
The following is the profile of persons employed in the Gaming industry.
Table 9: Profile of People in Games Segment
Educational Level Percentage share
Fine-Arts with computer knowledge 50%
Technicians with computer knowledge 30% - 40%
Professionally qualified 10% - 20%
Source: Primary Research and IMaCS analysis
2.3.1. Skill Requirements and Skill Gaps in Game Designing and Development
Segment
The skill sets required for Game Designing and Development are the quite similar to that of
Animation. In addition, the following skills are required:
Table 10: Skill Requirements and Skill Gaps Common to Games segment
Function Level Skills required Skill gaps
Game
designing
Designer Ability to conceptualise
characters and design the
Inadequate knowledge
of acting/cinematic
Human Resource and Skill Requirements in the Media and Entertainment Industry
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Function Level Skills required Skill gaps
Game
development
game
Ability to incorporate the
required expressions during
the design of the character
Knowledge on Art and
design history
requirements during
designing
Insufficient knowledge
on Art and design
history
Programmer Software engineering skills
Behavioural modelling
Graphics programming
Network programming
I/O programming.
Inadequate knowledge
of gaming and graphics
programming
Inadequate aesthetic
sense.
Source: Stakeholder interactions and IMaCS analysis
2.4. Radio Segment
The profile of persons engaged in Radio content production is detailed in the following figure.
Figure 11: Profile of Persons in the Radio Segment
Source: Primary Research and IMaCS analysis
Graduate / Post Graduate with 0-3 years of experience
Graduate/ Post Graduate, with over 3-5
years of experience
Graduate / Post Graduate/ Professional qualification
with over 10 years of experience
Head
Producer
Radio Jockey
Copy writers
News Editor
News Reporter
News Reader
Sales Manager
Sales Exective
Human Resource and Skill Requirements in the Media and Entertainment Industry
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2.4.1. Skill Requirements and Skill Gaps in Radio Segment
Table 11: Skill Requirements and Skill Gaps Common to Radio Segment
Function Level Skills required Skill gaps
Programming Radio Jockeys Adequate communication
skills – ability to address a
large audience
Creative with language –
should be able to innovate
within a given broad
framework of show style and
content
Ability to remain enthusiastic
and cheerful
Insufficient soft skills
Inadequate creativity
Producers Need to be responsible for a
given show, knowledge of
technical and cultural aspects
of radio
Ability to understand customer
trends and design programmes
pertaining to them
Innovation and out of the box
thinking
Team-work skills – ability to
liaise with marketing and copy
writer
Inadequate
understanding
customer requirements
and trends
Inadequate ability to
coordinate with
technical and
marketing team
Copywriters Strong grasp of language of
broadcasting(Hindi/vernacular)
Ability to translate the ideas in
the show into dialogues
Team-work skills – interact
Inadequate knowledge
of current language
trends
Human Resource and Skill Requirements in the Media and Entertainment Industry
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Function Level Skills required Skill gaps
with producer and Radio
Jockey
Source: Stakeholder interactions and IMaCS analysis
In addition to the above, the following are skills required in the News section:
Table 12: Skill Requirements in other areas in the Film and Television Segment
Level Skills required
News Editor Strong writing and editing skills
A clear understanding of news and its emotive impact
Ability to spot a story and make it a readable into an
interesting piece.
New Reporters Ability to collects news
Ability to interact with people
Ability to spot events that can be converted into news –
that which is news-worthy
Ability to maintain a strong information network.
News Readers Correct pronunciation
Accent and modulation
Proficiency in the language and in translation
Knowledge of current affairs, both Indian and international
Acquaintance with names of notable personalities both in
Indian and abroad
Source: Stakeholder interactions and IMaCS analysis
Note: The above tables are illustrative and not exhaustive.
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 33 of 40
2.5. Projected Industry Size and Human Resource Requirement
2.5.1. Current Employment Pattern
We shall first review the current employment pattern before analysing the future human resource
requirement. We will restrict our analysis to the following segments which comprise a combination of
traditional growth areas as well as new/sunrise sectors in the Media and Entertainment space:
Television
Film
Radio
Animation
Gaming.
Collectively, these sectors account for about 95% of the size of the industry. Our analysis of current
and future human requirement would be limited to these segments.
The current employment across these segments is estimated to be over 1 million persons (in terms of
direct employment only).
Table 13: Current employment in the Media and Entertainment Industry (in ‘000s) – direct employment only
Segment Current direct employment (in ‘000s) Proportion to total
(%)
Television and Film11 975 93%
Production12 (comprising of directors, cameramen, actors, make-up men, technicians, lightmen)
300 29%
Distribution of TV content (cable operators)
510 48%
Distribution of Film content (multiplexes and single screen theatres)
165 16%
Print13 14-15 1%-2%
11 Compiled from data from Film Associations, discussions, CMIE, and IMaCS analysis 12 Including Doordarshan and private TV channels and those engaged in Film production 13 Print: Limited to those employed in newspaper publication and excludes distribution and newspaper delivery men
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 34 of 40
Segment Current direct employment (in ‘000s) Proportion to total
(%)
Animation14 10 1%
Gaming15 4-5 0.4%-0.5%
Radio16 43 4%-5%
Total 1,000-1,100 100%
Source: IMaCS analysis
2.5.2. Projected Industry Size
The Private Final Consumption Expenditure (PFCE) on Entertainment17 has grown at a Compounded
Annual Growth Rate (CAGR) of 12.5% between 2000 and 2008. It is expected that the PFCE on
Entertainment would grow at a CAGR of 13% to 14% between 2008 and 202218.
Accordingly, it is expected that the industry would continue to record growth rates between 13% and
14% till 2013. Furthermore, on a long term basis, we expect that the Media and Entertainment
industry to grow at a CAGR of about 12% to 13% between 2008 and 2022.
The projected industry size and growth rates for key sectors are detailed below.
Table 14: Projected size of key segments in the Media and Entertainment Industry (Rs. billion) – 2008 and 2022
Television and Films
Print Radio Animation Gaming Total
2008 372 173 8 17 7 577
2012 550 239 14 33 23 859
2018 1,197 422 30 88 53 1,790
2022 1,972 610 50 168 89 2,889
CAGR 12.7% 9.4% 13.6% 17.6% 20.6% 12.2%
Source: FICCI Frames 2009, Primary Research, and IMaCS analysis based on long term projection of PFCE
2.5.3. Projected Human Resource Requirements
Keeping in mind the current employment, and the expected growth in different segments in the
industry, we project that the total employment in the Media and Entertainment industry would
14 Comprises of developers/programmers 15 Comprises of developers/programmers 16 Including All India Radio and other Private Channels 17 Excluding the spend on ‘Education’ from the category ‘Recreation, Education, and Cultural Services’ 18 IMaCS analysis
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 35 of 40
increase from about 1 to 1.1 million persons in 2008 to about 4 to 4.1 million persons in 2022, an
incremental human resource requirement of about 3 million persons.
The details of the total and incremental human resource requirements between 2008 and 2022 are
shown in the following table.
Table 15: Projected human resource requirement – 2008 to 2022 (in ‘000s)
Television and Films
Print Radio Animation Gaming Total
2008 974 14 43 11 4 1,046
2012 1,311 18 65 19 13 1,425
2018 2,473 28 123 43 26 2,692
2022 3,705 36 185 74 39 4,040
Incremental (between 2008 and 2022, in ‘000s)
2,731 22 141 64 35 2,994
Source: IMaCS analysis
2.6. Focus areas for Skill Building
Based on the current profile of persons employed, stakeholder interactions indicating demand for
skilled human resource, and the projected size of the industry and human resource requirements
thereof, it is expected that the following are the potential areas for skill building in the Media and
Entertainment sector. These skill building/training initiatives can be undertaken with duration of 3
months to 1 year.
Table 16: Focus Areas for Skill Building in Media and Entertainment
Segment Key skilled personnel in
demand/key function
Broad areas for skill building
Film and TV Directors Technical skills
Knowledge of all aspects of filming –
pre-production to post-production
Visual story-telling strategies
Grammar and language of motion
picture and television
Characterisation
Screenwriting
Shot breakdown and storyboarding
techniques
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 36 of 40
Segment Key skilled personnel in
demand/key function
Broad areas for skill building
Editing styles
Use of sound and music
Directing actors to achieve natural and
specific performances
Cinematography
Casting
Soft skills
Time management
People management
Communication skill
Leadership qualities
Cinematographer Technical skill
Directing the team - camera operator,
camera assistants, lighting technicians,
electricians
Usage of latest technology in cameras
Visual effects techniques
Camera and lighting techniques
Soft skills
Time management
Communication skills
Editing Usage of editing software
Mixing techniques
Editing techniques
Script writer Story telling skills
Narrative styles
Creative skills
Usage of related software
Artist Basic acting techniques
Developing characters
Dance, fighting and stunt skills
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 37 of 40
Segment Key skilled personnel in
demand/key function
Broad areas for skill building
Acting and presentation
Producer Searching for scripts
Developing original ideas
Arranging finance
Budgeting skills
Marketing and distribution skills
Market analysis
Understanding the taste of viewers
Tracking developments in the field
Understanding legal/censor aspects
Sound designer/editor Synchronisation of sound and motion
Microphone techniques
Digital sound recording
Foley
Sound editing
Audio sweetening
Familiarity with sound recording
software
Sound recording and production
Animation Pre-Production Technical skills
Concept development
Script writing
Story boarding
Artistic skills
Art and design history
Print and advertising graphics
2D graphics and animation
Virtual set design (3DS MAX)
3D graphics and animation (MAYA)
Compositing and Special effects
Internet and web design
Animator Technical skills
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 38 of 40
Segment Key skilled personnel in
demand/key function
Broad areas for skill building
Observation skills
TV graphics and animation
Visualisisation
Direction
Cinematography
Creativity
Familiarity with 3D Software
Print and advertising graphics
2D graphics and animation
Virtual set design (3DS MAX)
3D graphics and animation (MAYA)
Compositing and Special effects
Soft skills
Communication skills
Professional skills
Time management
Game Design and
Development
Game Design Research towards character/concept
development
Modelling skills
Story boarding concept
Concept art
Game Developer Technical skills
Programming skills
Aesthetic sense
Hardware skills
Soft skills
Communication skill
Professional skill
Time management
Radio Radio Jockey Creativity
Communication skill
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 39 of 40
Segment Key skilled personnel in
demand/key function
Broad areas for skill building
Presence of mind
Ability to speak multiple languages
Diction and pronunciation
Knowledge of current affairs and trends in
relevant topic area.
Source: Stakeholder interactions and IMaCS analysis
The following areas also hold potential for skill development:
Digital Camera Photography
Videography
Mass Communication.
In conclusion, the above mentioned areas would cover a large portion of the need for skilled human
resource in the Media and Entertainment sector and are possible areas for skill building initiatives to
drive focus.
Human Resource and Skill Requirements in the Media and Entertainment Industry
Page 40 of 40
This report has been prepared by ICRA Management Consulting Services Limited (IMaCS).
IMaCS is a multi-line management and development consulting firm headquartered in India. It has an
established track record of over 15 years in consulting across various sectors and countries. IMaCS
has completed over 950 consulting assignments and has worked in over 30 countries across the globe.
Through the process of carrying out several assignments over the last decade and half, IMaCS has
accumulated considerable analytical and consulting expertise, backed by the following capabilities:
• Deep understanding of policy formulation.
• Extensive and organised database on several sectors.
• Knowledge of key factors of success in different projects and programmes.
• Ability to research emerging trends in the economy, as well as in specific sectors.
• Insight into different programmes and organisational processes.
• Ability to carry out economic analysis, build quantitative and financial models to project future
performance and identify imperatives.
• Ability to identify the various types of risks and suggest appropriate strategies to mitigate the
same.
The Education and Skills practice at IMaCS focusses on identifying skill gaps, mapping future skill
requirements, and formulating strategies to address them. Our service offerings encompass diagnosis,
design and implementation of education and skill development interventions for government and
private sector.
R. Raghuttama Rao
Managing Director
IMaCS
4th floor, Electric Mansion
Appasaheb Marathe Marg, Prabhadevi
Mumbai – 400 025
Tel: 91 22 3047 0047, Fax: 91 22 3047 0081
Email: [email protected]
M. Sairam
Head – Process Consulting
IMaCS
5th floor, Karumuttu Centre
634, Anna Salai, Nandanam,
Chennai – 600 035
Tel: 91 44 2434 0043, Fax: 91 44 2434 3663
Email: [email protected]
National Skill Development CorporationD-4, Clarion Collection, (Qutab Hotel)Shaheed Jeet Singh MargNew Delhi 11 0 016Tel : 011 46 56 0414Fax : 011 4656 0417Email : [email protected] www.nsdcindia.org