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According to the FICCI-Ernst &
Young report ‘Indian Entertainment
Down South: From Script to Screen’,
the South Indian film industry,
which is estimated at Rs. 17.3 billion,
is tangled in several issues including
skyrocketing production costs, marketing
issues, and inability to maximize
the revenues. The report will be
released by the Tamil Nadu Chief
Minister M Karunanidhi on November
18th at the FICCI Media & Entertainment
Business Conclave
The press release states that the
main issues curbing south Indian
film industry from achieving its
true potential are:
• Under-exploitation of the
international theatrical market
• Limited exploitation of
non-theatrical revenue streams
• Inadequate marketing of
films, especially for medium and
small budget films
• Sub-optimal exploitation
of the domestic theatrical market
• Steep increase in cost structure
Mr. Farokh T. Balsara, National
Sector Leader, Media & Entertainment
Ernst & Young Pvt. Ltd., said,
“The study seeks to provide
granularity regarding the value
chain, the evolving film making
process from script to screen and
issues within the South Indian film
industry. This report is a culmination
of extensive research over the past
four months of effort by our dedicated
Media & Entertainment team,
which entailed detailed discussions
with 40 producers, distributors
and exhibitors, financers and relevant
industry associations across the
four states.”
Dr. Amit Mitra, Secretary General,
FICCI, said, “A steep increase
in cost structure is a serious challenge
facing all the language segments
of the South Indian film industry.
Eliminating wasteful expenditure
and paring other costs can substantially
reduce the total cost of a film.
Cost reduction and control, in turn,
can significantly increase the overall
success ratio of films in the industry,
as typically more films would recover
their costs.”
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