If IT Drives BPO, Human Ware Holds The Key To Animation

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: I’m constantly being told by all and sundry as to how easy animation must be with the new software and hardware. But, we know that the truth is quite far from that “magic wand” theory. Anyone selling the software tools will be able to produce a demo reel made in Los Angeles or London or Tokyo. But, it will be a different story, if they are asked to work with our talent on fresh material and produce that same sample efficiently.

So, if it’s not technology and it’s not software tools, what is it that holds the key to animation work? The most impressive element in animation is still “human ware”—it’s the people that make the show. Unlike in a classical BPO, where it is the processes and IT enablement that allows the geographic discontinuity, in animation, it is talent that creates the beneficial capabilities—the possibility of distribution of work across different geographies.

These capabilities include artistic skill, comprehension of script, humour, international context, collective experience, management, teamwork, consistency, self-motivation, inspiration, etc.

On the surface, in a country of 1 billion, finding people should be the least of our problems. But, I’m afraid we do not have a surplus of international class talent to see any major leap forward.

Even those studios, that have been successful in aggregating a tremendous order book, find their achievements discounted by the comic “musical chairs” syndrome—as talent and studios play “poaching poker” from among a very shallow talent pool. (We know from the ITES BPO world that such a merry go round is counter-productive to both the companies that hire talent and the animation professionals at large). However, we have too few quality schools and colleges for animation and we need to grow the base considerably—about 10 times the base in every three years is an easy projection.

So with this entire understanding, why don’t we find any great animation giants from India emerging on the world stage? What does it take? Only the right blend of technology and talent fused together in a very fine cocktail, can create an animation product of any class and style. Over the past years, I have had the good fortune to work on paid projects and co-investments with Indian talent and deliver very high quality work to Canada, USA, France, UK, Spain, Italy and Singapore, which has been very well received.