FICCI Frames 2004
New buzz in entertainment bazaar
Viral Bhayani

INDIA and Pakistan have not only been playing out moments worth framing for posterity across the border. A friendly interchange between the two neighbours also took place closer home, at FICCI Frames 2004, the entertainment bazaar held recently in Mumbai.

A Pakistani entertainment industry delegation arrived in India for the first time in 40 years. Leaders from the Indian and Pakistani entertainment industry explored the potential for the development of entertainment content in the South Asian region. Javed Shaikh will be`A0the first Pakistani producer to use the services of Indian singers like Udit Narayan, Sonu Nigam and Sadhna Sargam for his forthcoming film.

Shaan, popularly known as the Shah Rukh Khan of Pakistan, signed an Indian actress from Sydney, Shubha Verma, for his Lollywood venture. Interstingly, the two met at a stall at the event.

Game for more

Global gaming giants looked at India in a fresh perspective post-Frames 2004. Companies like Electronic Arts, Sony Playstation, etc found the prospects for the gaming industry in India exciting.

The first-ever International Animation Industry Awards were instituted in India. Indian animation industry made its presence felt in the Indian entertainment industry with the FICCI BAF Awards. India’s top 25 animation companies lauded the efforts of FICCI in recognising excellence in the animation industry.

In another notable achievement the event brought together two producers from India and the USA. It facilitated a co-production between India-based Castle Peak Pictures and US-based Quixotic.`A0 The film will based on a work of author Anita Nair.

Co-production is the flavour of the season and that’s why the screenplay has been written in India but it will have an American director and Hollywood producers Scott Rosenberg and Mark Byers. The film, titled Ladies Coupe, will have stars from India and will be targeted at the global market, not just the desi audience.

Technology conglomerates too converged at the event. They highlighted the increasing importance of convergence in the entertainment industry.

Some of the biggest technology giants in India and abroad, from IBM to Reliance Infocom, presented their vision for the coming together of the IT industry and the entertainment industry in the Indian landscape. In his valedictory address, Mukesh Ambani, floated the grand concept of ‘Broadband Bharat’.

He outlined the new domains in entertainment, interactivity and the participative nature of digital entertainment.

International entertainment brands like Walt Disney International, IMAX Corporation and Electronic Arts were there to get a bird’s eye view of the Indian media and entertainment industry.

Amitabh Bachchan and Hema Malini were honoured with the FICCI Living Legend Awards in recognition of their contribution to the Indian entertainment industry.

Attendance at Frames 2004 was up by 30 per cent, from 1200 last year to over 1500 this time.

The event lived up to its promise by bringing together delegates from over 20 countries and 400 companies. It offered a unique opportunity to discuss business, build linkages between India and other nations and finally, created opportunities for the our domestic and the international entertainment industry.

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