| Pub. Date | : October, 2022 |
|---|---|
| Product Name | : The IUP Journal of Organizational Behavior |
| Product Type | : Article |
| Product Code | : IJOB041022 |
| Author Name | : Priyanka S and M Bhaskara Rao |
| Availability | : YES |
| Subject/Domain | : Arts & Humanities |
| Download Format | : PDF Format |
| No. of Pages | : 28 |
The animation sector is becoming increasingly vital to India's economic development, where attracting and retaining talent has become a top priority for studios operating in India. The animation industry operates on the same old capitalist premise-cut production costs by recruiting fewer regular and more irregular employees. Animators often move to wherever they find work, adding to the feeling of displacement and resentment. This paper reviews how the compensation practices in the animation industry in India impact the retention of artists and offers suggestions for improving workforce retention, which is currently at 25.6% for animators and 22.3% for 3D artists, with the turnover rates more than double the global average.
The Indian Media and Entertainment (M&E) industry is a sunrise sector for an economy making significant strides. According to the FICCI EY March 2022 report, the animation sector has grown by 24%, and the animation and VFX industry is expected to reach 180 bn by 2024. EY estimates that the animation sector will grow to 39.7% in 2022 from 30.5% in 2021, with a capability to create close to 120,000 jobs over the next five years. The significance of animation has transformed post pandemic, with consumers increasingly adopting digital-first behaviors.
During the early 20th century, pioneers such as Dadasaheb Phalke, Gunamoy Banerjee, K S Gupte, and G K Gokhle, self-taught and inspired by international animation, kept the heritage of Indian animation alive (Lent, 1998). The Pea Brothers, directed by Gunamoy Banerjee and produced by New Theaters Limited, was the first Indian animation work to be released in theaters in June 1934. Before the invention of the cinema, audiences were entertained by shadow puppets and slide presentations, which foreshadowed modern animation.