Indian content sold outside

CURTAIN CALL
The foreign journey of indian films.
Where are Indian content companies going
Name of the
organization
Sony Entertainment
Television
Eenadu Creative
TV
Eye
Adlabs
Films
iDream
Productions
Shemaroo
Mukta
Entertainment Arts
Current
markets
US, UK, Canada, West Asia,
South East Asia, Mauritius,
South Africa region,
Singapore, Nepal, Pakistan,
Bangladesh, Sri Lanka,
Maldives
US
UK, US,
US, UK,
Indonesia, West Asia
Sri Lanka,
Mauritius,
Thailand
US, UK, West Asia, US, UK,
South Africa, South West Asia
East Asia, Australia,
Kenya
Emerging
markets
Japan, China, Korea, Hong
Kong, Europe, Africa
NA
Japan
Australia,
New
Zealand,
Fiji and
Singapore
Spain, Latin
Poland, Russia Spain,
America (Mexico
Austria and
and South America),
Germany
Germany,
Switzerland, France,
China and Taiwan
South Africa, Canada, Brazil,
France and
Australia,
Germany
South Korea,
Fiji, Germany
Revenue
break-up
NA
NA
NA
NA
Overseas revenues
US, UK 60-65%. Rest
of the world 30-35%
15-20% of
30% of total
total revenue revenue
overseas
overseas—US,
UK 50%; rest of
the world 50%
NA
US, UK,
West Asia
NA
Texture of the global
market for Indian content
Market 1
Market 2
Market 3
Market 4
Kaleidoscope
Entertainment
US, UK,
West Asia,
Australia
US, UK,
West Asia
Market 5
Market 6
South Asian countries
II (Sri Lanka,
Singapore, Malaysia)
Other European nations
like France, Spain, Poland,
Germany and rest of the
world including Japan,
Korea, China, Brazil
Locals, diaspora, Tamil
natives
Locals
Piracy, unorganized
markets
Piracy, unorganized
markets
Unknown market
potential, fewer
numbers of target
audiences, expensive
distribution and
marketing
Socio-economic
relevance, cultural
closeness, lack of a
robust local industry
Socio-economic
relevance, cultural
closeness, lack of a
robust local industry
Exotica, entertainment,
songs and dance
Tamil, Hindi and other
languages have to be
dubbed
Hindi, Tamil and other
languages, also subtitles
required
Most Tamil box office
hits, Balaji Telefilms’
serials in Sri Lanka,
Radaan’s Chiti
Kabhie Khushi Kabhie
Gham in Poland,
Rajnikant’s movies in
Japan
South Asian countries I
(Pakistan, Bangladesh,
Afghanistan)
Markets
US, Canada
UK, Ireland
West Asia
(Dubai, UAE)
Major target
audiences
Diaspora
Diaspora
Locals
Diaspora (mainly from
Kerala, Tamil Nadu) and
some locals for Hindi
content
Issues
Unknown markets, niche
markets, expensive to
launch, distribute and
market
Unknown markets,
niche markets,
expensive to launch,
distribute and market
Piracy, strict laws for
content
Why they
like Indian
content?
Cultural connect
Cultural connect
Cultural connect
Preferred
languages
English, Telugu, Tamil,
Hindi
Hindi, English
Malayalam, Hindi, Tamil Hindi
Past
successes
Kabhie Alvida Na Kehna, Kabhi Alvida Naa
Kabhie Khushie Kabhie Kehna in films. Zee TV
Gham, Veer Zaara have and Sony TV
been the three biggest
revenue earners among
Hindi films. Zee TV,
Sony TV ETV, Sun TV
Asianet
UTV Motion
Pictures
Serials Heena and Jassi
Jaisi Koi Nahin in
Afghanistan, almost all
the box office hits from
India
Source: E&Y interviews