"We have always been a trend-setter. When WOA introduced betacam editing in 1988, it was widely perceived as a hasty decision. But betacams became the norm in India within a few years. Our aim is to make the quality available abroad at a much lesser cost," says WOA managing director Suresh Nanavati.As part of the plan, WOA will introduce the high end-telecine system which will allow easy transfer of film negative to video. It is now being sourced from Singapore, London and Australia. WOA will bring the high-end telecine system to India leading to reduction in expenses associated with the sourcing of such a technology from abroad.

Likewise, the concept of virtual studios which will enable a film maker to design their sets entirely on the computer is a rarity even by global standards. By introducing this technology, WAO intends to give the film makers a great deal of flexibility in designing sets resulting in the saving of time and money.

High Definition Television (HDTV) is the new digital format that is wowing the world. It is already a reality in the US and Japan. HDTV has 2000 lines resolution with post-production and broadcast convenience. WOA will also be introducing the next generation HDTV cameras and recorders which will revolutionise the production of advertising films and commercials.

"Technology can bring about fabulous results. Mostly, the creative team at WOA starts from a small sketch and transforms it into a scintillating commercial. For this, conventional methods are not enough and use of latest technology is essential to achieve global standards," says Nanavati.

WOA'a expansion plans have also coincided with its efforts to team up with world-renowned production houses and independent directors who are looking at India as a shooting location. It has firmed up a tie-up with Richard Mattini for his new film Amelia Earheart. WOA will select the location and undertake all the post and pre-production requirements.

May be, it is a prelude to a broader strategic global alliance. But Nanavati likes to pu it this way: "It is the beginning of many things to come."The proposed expansion plans are meant to ride piggy-back on the vast opportunities available in the entertainment industry. A recent survey conducted by the Federation of Indian Chambers of Commerce & Industry (FICCI) has estimated that the entertainment industry will grow to a level of Rs 60,000 crore by 2005 from the current Rs 16,000 crore.

Advertisement and entertainment form a major chunk of WOA's business. In 1998-99, over 70 per cent of the business generated by WOA was from the advertising industry and the rest was from the entertainment industry. WOA's recent works include the Pepsi ad featuring popular model Cyrus Broacha and the tetrapack ad which won Indian Academy of Advertising Award (IAAFA) for special effects.