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TABLE OF CONTENTS

CHAPTER # 1............................................................................................................................5

INTRODUCTION..................................................................................................................5

History & Background of Animation:....................................................................................6

Different Eras of Advertising in Pakistan...............................................................................6

Definition & Scope of Animation:..............................................................................................9

Purpose Of Animation..............................................................................................................10

Animation for the Web.............................................................................................................13

Project Objectives:..................................................................................................................13

CHAPTER # 2..........................................................................................................................14

Structure Of Animation Industry..............................................................................................14

Factor conditions in Pakistan................................................................................................14

Scope of research......................................................................................................................15

The Stages Of Production.........................................................................................................22

1. CONCEPTUALIZATION................................................................................................22

1.2. Story Boarding...............................................................................................................23

2. PRE-PRODUCTION........................................................................................................24

Scriptwriting.........................................................................................................................24

Storyboard.............................................................................................................................24

Concept Art...........................................................................................................................25

3. PRODUCTION.................................................................................................................25

Modeling...............................................................................................................................26

Rigging..................................................................................................................................26

Texturing...............................................................................................................................27

Layout...................................................................................................................................27

Animation.............................................................................................................................27

Lightening & Shading...........................................................................................................28

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Rendering..............................................................................................................................28

4- POST-PRODUCTION.....................................................................................................29

Compositing..........................................................................................................................29

Editing...................................................................................................................................29

Conversion............................................................................................................................29

Functions Of Animation In Advertising...................................................................................29

Scope Of Animation Industry In Pakistan................................................................................29

CHAPTER # 3..........................................................................................................................29

Animation As A Marketing Tool..........................................................................................29

Animation Agencies In Pakistan...............................................................................................29

Marketing Process.................................................................................................................29

4 P’s VS 4 C’s..........................................................................................................29

WHY ANIMATION?...............................................................................................................29

Advantages................................................................................................................................29

Disadvantages:......................................................................................................................29

Growing Importance Of Animation In Marketing....................................................................29

Advertising / Commercials...................................................................................................29

Market Trends of animation.................................................................................................29

Market of animtaion in pakistan...........................................................................................29

Market For Animation Materials..............................................................................................29

Media Advertising....................................................................................................................29

Animation And Society............................................................................................................29

Animation A Marketing Tool...................................................................................................29

Marketing Concepts..............................................................................................................29

Classification Of Advertisements Animation In Market..........................................................29

Categories Of Animation......................................................................................................29

Market development & Promotion Strategies..........................................................................29

CHAPTER # 4.........................................................................................................................29

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SWOT ANALYSIS..................................................................................................................29

Strengths...................................................................................................................................29

Weaknesses...............................................................................................................................29

Opportunities............................................................................................................................29

Threats......................................................................................................................................29

CONCLUSIONS......................................................................................................................29

RECOMMENDATIONS..........................................................................................................29

APPENDICES..........................................................................................................................29

APPENDIX A.......................................................................................................................29

Questionnaires of animation industry as an effective promotion tool in marketing.............29

APPENDIX B.......................................................................................................................29

Questionaries Diagrames Of Promotion Of Animation Advertisement In Market..............29

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ACKNOWLEDGEMENTS

First and foremost I offer my sincerest gratitude to my supervisor, Col (Retd) Khawar Munir

Haroon (Sitara-e-imtiaz), who has supported me throughout my thesis with his patience and

knowledge whilst allowing me the room to work in my own way. I attribute the level of my

Masters degree to his encouragement and effort and without him this thesis, too, would not

have been completed or written.

This research project would not have been possible without the support of many people.

The author wishes to express her gratitude to her supervisor, Prof. Col (Retd) Khawar Munir

Haroon (Sitara-e-imtiaz), who was abundantly helpful and offered invaluable assistance,

support and guidance.

Special thanks also to all friends, especially group members & teacher for sharing the

literature and invaluable assistance. Not forgetting to her best friends who always been

there.

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CHAPTER # 1

IntroductionOf all the uses that computers can be put to, probably, the most interesting, exciting,

and challenging to graphic artists is animation. From television commercials to

major Hollywood blockbusters, it is used to produce highly distinctive images that

can intrigue, impress, and dazzle the viewer. It is one of the brighter things in

the world these days. Graphic artists are more interested in visual effects because

it is one way of treating projects with distinctiveness and innovativeness.

Animation is the process of giving the illusion of movement or life to

cinematographic drawings, models, or inanimate objects. Animated drawings

predate cinema proper.

Animation, the art of movement, is a way of making inanimate objects move. This

may be materialized by sets of drawings which are photographed in sequence on

successive motion picture frames. These photographed drawings when run in film

produce smooth flowing and continuous actions. Throughout the years, animators

together with producers have thought of several ways to be able to improve its

quality and substance. Animation ended into a highly sophisticated art form and

motion picture technique, as well as an effective way for communications, as certain

techniques and equipment were developed.

Animation software’s are developed to help people create their own visual effects.

Computer animation became known in the 70s when foreign filmmakers used

the computers as an aid for creating sci-fi objects and special effects. The

filmmakers of Star Wars, Indiana Jones series, Star Trek, etc. invested large

amounts of money on computers and software’s. The computers, mostly graphical

workstations, were designed to generate and simulate real-life images. As a result,

filmmakers became very much impressed on the performance and the quality

of results computers generated in filmmaking. Furthermore, computers produced

more impressive art pieces.

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History & Background of Animation:

Different Eras of Advertising in Pakistan

The Pakistan animation industry encompasses both 2D traditional , and 3D

animation , as well as visual effects for feature films. Although Pakistani's film

industry has a long history, it is a relative newcomer to the world of animation .

Era I: 1947- 1964

Before the independence, there were very few ad agencies based in Pakistan as most

of these agencies had their head offices in India. After the independence of

undivided India, few independent agencies started experimenting with the available

medium of communications at that time. Newspapers were one major channel of

communication for such commercial purposes. The noticeable thing in this

advertising was the images of female characters and the choice of words in the

1950’s the advertising used to use the characters and images giving the sense of

patriotism. The dressing of man, woman and child and public service messages all

have a patriotic touch to have an emotional impact over the consumer. Tag lines

always had been the most memorable part of these prints. Tibet soap’s “twice as

beautiful”, West End Watch Co’s “Trains Don’t Wait”, Pakistan Railway’s “Don’t

Rob the Nation”, Habib Bank “Mera bhi to hai” (it is mine also) famous radio

advertisement ; are few good examples of taglines used.

Cinema Advertising began in early 1960 which was also the start of the golden era

of Pakistan cinema industry that kept growing for a decade. The best trend ads of

that time are from Lipton, Dalda and Surf.

Era II: 1964-1978

Advertising trends changed after the arrival of television PTV. Pakistan’s state

owned television. PTV started broadcasting in November 1964. With this new

media tool focus immediately shifted towards this medium to capture the viewers in

urban areas. In the 1960’s PTV and radio Pakistan attracted masses and with this

new technology new trends evolved and ads based on classic movie songs and

featuring movie concepts started to appear as the advertisements of popular brands.

The most memorable of these ads are Lipton’s “Chai Chahye”. Pakistan Advertising

Association (PAA) was established in the year 1973 and was registered with the

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Ministry of Commerce, Government of Pakistan. This Association was also the

member of the Federation of Pakistan Chambers of Commerce and Industry FPCCI,

as is Advertising Association of Pakistan (AAP) currently.

Era III: 1978 – 1988

As the only televised broadcasting channel of Pakistan PTV grew, so as its

viewership expanded and in return it became the most effective and efficient

channel for advertisers. Now with the introduction of color TV in the country the

new horizons of advertising opened. Due to the attractive nature of this medium the

competition geared up to take advantage over the competitors. In 70’s and 80’s

PTV dramas (soaps) became extremely famous in Pakistan and neighboring. At this

stage new international ideologies of limited time frame was introduced and hence

competition grew among the advertisers to get these specific time slots. Viewer’s

habit of sitting in front of screens came under study and gave new scientific basis to

advertising professionals to understand and develop the new concepts of consumer

behavior. Many international advertising agencies started to step into the Pakistan’s

ad industry and went into joint ventures, mergers or partnerships to get a foot into

the market.

The trademarks of the advertisements in this era were the quality of pictures,

selection of songs and music themes for the product recall. The best trend ads of the

time were produced for Dentonic: “Aik chutki Dentonic Ki Chutki bajatay hee”.

Naaz pan Masala’s: “Meri Muthi main band Hay kia,(whats do I have in my palm)

bata do na, (Please guess) Naaz pan masaala” (Naaz pan Masaala), Naurus: “Bhool

na jaana Phir Papa” (Please don’t forget again Papa), Cherry Blossom, Mitchell’s

Jubilee, Binnaca toothpaste, Kiwi Shoe Polish, and others.

Era IV: 1988-1998

With new computer based technologies and graphic arts it greatly impacted the way

of advertising in the late 80’s and last decade of the 20th century. The new

graphically animated ads quickly attracted the viewer ship due to its uniqueness and

this pushed the whole industry to shift focus to these emerging ways of appealing

the television viewers. Thematic animated TVCs became the first choice of

advertisers. The new ideologies based on relation between product, quality and

nature emerged and the advertisers focused on integrating these three themes in

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short conceptual art work. More innovative ideas swamp across the screens. In 1983

PTV sports division was established and that immediately became the golden mine

for PTV.

All the international matches were vastly sponsored by multinationals. The sports

figures became icons and cricketers, hockey players suddenly started appearing in

ads very frequently. Wasim Akram, the famous Pakistani cricketer appeared in a

social ad against smoking as his pitch in that ad is still in fame. “Nahi main cigarette

nahi peeta” (No I don’t smoke), State Life Insurance of Pakistan “A Khuda meray

abbu salamat rahain”, Metro Milan Agarbati.

The colored print ads started appearing in newspapers in this same phase. On the

other hand new flex printing was introduced at the end of this era that became a

popular outdoor medium due to cost effectiveness.

Era V: 1998-2008

The new modern advertising effects were introduced with visual effects. Many

world class brands adopted the use of visually and acoustically catching effects

other than tag lines and animations. Due to overload of mass advertising by all

businesses, advertisers needed to keep the identity and this brought the concept of

“Short concepts create fames”. This was the time when the advertising industry

started archive records of events and activities being done in this arena. Industry

growth increased 500 times in term of talent and man power. Celebrity endorsement

converted into brand ambassadorship. This new development was heavily relying

on sport celebrities due to absence of strong media personalities. Indian crew and

technology was vastly hired for the creation of Pakistani.

The ad industry based upon Co-production with India became a reality and

international players played a vital role in binding the two distinct but

geographically close, culturally similar markets. PEMRA was established in

2002.that started issuing licenses to new broadcasting channels and suddenly there

was a huge pool of channels covering each and every geographic and demographic

region. The postal stamps also became a new medium of advertising among banks

and oil companies like MCB, Habib Bank, Shell, and PARCO etc.

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Era VI: 2008 and beyond

In 2008 Indian faces become brand ambassadors for Pakistani market, like Katrina

Kaif. Modern animation techniques and Indian production created the final shape of

Pakistani TVC like Safeguard through the character of Commander Safeguard, Low

budgeted advertising industry shaping up with low rates and sub-standard

production quality. However Pakistani celebs remain the ambassadors for the local

consumer market. The best trend ads of this time come from Walls Badami, Zong

mobile service, Lux bath soap, Head & Shoulder shampoo, Ufone, Jazz, Tarang tea

whitener etc. Pepsi introduced an amazingly innovative advertising campaign and

tagline; the pitching point was, “Pepsi per paanch rupee kis na kam kiyay” (who cut

the price of Pepsi by 5 rupees).

Advertising industry today these days not a single aspect of our lives remains

untapped by advertising. Popularity of a TV programs are normally judged directly

proportional to the length of commercial breaks. A popular sixty (60) minutes

program usually holds fifteen (15) minutes of advertisements. This ratio was 1/10

just a decade back. Similarly the success of any print media can be judged as the

number of advertisements acquired and published in these dailies, weeklies or

monthlies. At this moment Pakistani ad industry can easily be segmented on four

categories: (a) pure Pakistani - low budgeted, (b) pure Pakistani - high budgeted, (c)

Co production between India and Pakistan – high budgeted, (d) pure Indian - very

high budgeted. At the end of 2010 the advertising spend in Pakistan is 30.0 Billion

Rupees (approximately 350 Million US Dollars). TV advertising claims 58% of the

Total Advertising Budget in the country and shows the relevance of TV as the most

popular medium of communication in Pakistan. Other media include print (24%),

Radio (4%), Outdoor (9%), and other media (5%).

Definition & scope of animation:

Definition by John Smith

“Animation is the non personal communication of information usually persuasive in

nature about products, services or ideas by identified sponsors through the various

media”.

Alexander James

“Animations are a non-moral force like electricity which not only illuminates but

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also electrocutes. In fact, its worth to civilization depends upon how it is used”.

Animation adds visual impact. Persistence of vision allows a series of separate

images to blend together into a visual illusion of movement. Moves an object along

a predetermined path on the screen the path can be a straight line or have a number

of curves, starts with key frames (the first and last frame of an action). The series of

frames in between the key frames are drawn in a process called tweening. Tweening

requires calculating the number of frames between key frames and the path the

action takes, and then actually takes, and then sketches a series of progressively

different outlines.

Purpose of animation

Animation can be a very powerful way of attracting a viewer's attention; it

communicates complex ideas and presents information on the World Wide Web.

There are different aims and purposes for creating animated content. The purposes

for animated content can be to educate, inform, sell, entertain, or to provide

cosmetic elements for a page.

Animations are usually designed to appeal to specific audiences to fulfill a specific

purpose. The effectiveness of an animation can be judged by how well it meets its

objectives. It is important to identify and consider the purpose of the page and if

using animated content is appropriate. Impress potential clients. Including animated

content on a page should be carefully considered and provide value to the user.

1. Educational animations 

There are various e-learning websites available in different subjects and learning

levels. Including animation within the e-learning content is an effective way to

engage the user and encourage them to learn independently.

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Interactive educational games, quizzes and other learning tools are used to aid and

consolidate the learning process using animation, “children develop skills and

competences in storytelling, visual communication, cognition, emotional ethic and

aesthetic aspects, observation and sensitive aspects, concentration, and problem-

solving and innovative aspects.”

2. Informational animations 

Animations can be used to inform. The use of sound, animations, video and

interactivity can make finding things out easier and more user-friendly. Instead of

using static images and text an animation can be used to demonstrate how a device

works.

3. Recreational animations 

There are various websites for leisure purposes, for example online games and

entertainment sites. Entertainment in the form of a game or a comic strip often uses

animation to entertain the viewer and keep interest. This type of animation can be

irritating for viewers when it is not required and is not appropriate for most business

or informative websites.

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4. Commercial animations 

There are lots of e-commerce websites available allowing people to purchase items

online. Animations used on these sites tend to be in the form of advertisements

where the animator may include persuasive text, videos or photographic content in a

commercial manner to promote a particular product or company. Again, being

aware of the audience and ensuring the product is promoted in a way that suits the

needs of the audience is vital to gain a wider customer base. 

Animation for Advertising

• A type of animation material where greater quality is required and expected

• This is one major execution style in advertising

production

• Material ought to be more refined, defined, and vivid

because of the nature of the medium where products

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advertised have a more limited exposure, hence, the need to show something of

superb quality in so short a time.

Animation for the Web

Needs lesser frames and the manner for which such animation Material is structured

become dependent upon the bandwidth of the user.

Project Objectives:

The project is intended to introduce the effective use of animation industry as a tool of marketing determines the scope and of the animation industry.

Describe the structure of the animation industry.

Determine the existing and potential markets for the products and services of the industry both locally and abroad.

Present an action plan to enhance the growth and competitiveness of the establishments in the industry, particularly in the areas of (a) marketing, (b) Production, (c) Human Resources (d) finance (e) Laws / Industry Governance (f) Performance monitoring scheme.

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CHAPTER # 2

Structure of animation industry

In general, an animation firm in the country is composed of three major

departments: the production, finance, and HR departments.

The HR department is in charge of the hiring, training and development of the

company’s human resources. Finance takes care of the traditional book keeping

tasks like salary computations, recording of transactions, monitoring of funds, etc.

It is also in-charge in the purchase of raw materials. The production department is

by far the biggest, which composes almost 90% of the total company workforce.

Factor conditions in Pakistan

Human capital is of paramount importance in the animation sector. Although

technology plays a very important role, most of the people in the industry classified

this sector as being highly labor-intensive, while some argued that the balanced

between labor and capital is more or less equal.

Human resource:

While the total employment in the animation sector is estimated to be around two

million employees with the potential to exceed 4 to 5 million in near future, the total

employment of three major studios is 220; Sharp Images animations: 100; ICE

Animations: 100; Cult Productions: 20. Another company in game development

sector with a significant employment is Game Ventures with 42 employees.

This shows that these four companies have generated about 54 percent of the

employment in the sector, while the other 46 percent are employed by a large

number of smaller studios and freelance setup throughout the country.

Due to lack of awareness about animation in our society, the long and demanding

work hours, the animation sector is very highly male dominated. Average education

of the workforce is intermediate. Technical personnel, who are relatively few in the

market, generally have a Bachelor degree in computer science or a related field.

Vocational skills and competence are quite robust for the local and regional markets.

Most of the workers are either self-thought or have received in house training at one

of the bigger studios in the market. This is reflected in the studios budgets as well,

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which show a significant portion being spent on training the fresh recruits. Keeping

in view the exorbitant costs of training new recruits, coupled with the failure of

academia to produce work ready graduates in this field. Sharp image Animation has

set up a purpose built, in house animation school that is open the public for a

competitive fee. ICE animation is also working on a similar plan.

Pay scales range from very low to very high. Since formal education plays a very

little part, pay scales are generally determined on the basis of the individual’s skill

lever and experience.

In absolute terms, however, the industry is widely seen as offering very low

salaries. Some people have described the animation workforce as being

“overworked and underpaid”. This is one of the reasons for brain drain, which is a

major concern of Pakistan’s animation sector. It becomes even more important

because of the small size and the current infancy stage of the industry. Workers have

a tendency to move abroad after reaching a certain level of proficiency in their

work. These thresholds appear to be immediately following a worker’s capability to

compete in the international job market. The most common reasons cited for

emigration include the following:

Low pay scales in Pakistan

Personal and financial growth plateaus

Lack of infrastructures

Political and economic instability

The most popular destinations amongst Pakistan’s CG (Computer Graphics) artists

are Pakistan, India, China, Germany, UK, USA, Denmark, and Singapore.

Scope of research

In Pakistan, animation sector is not defined as such. In order to conduct our research

effectively, we defined our scope of research as follows:

“The companies that have a prominent presence in the market; are involved in

production of 3D animated content from concept to completion, and we took a

tangential look at the game development sector as well”.

The reason for focus on prominent companies was the fact that this sector is very

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informal and there is a complete lack of documentation. A large number of small

studios and freelancers are operating throughout the country and we did not have the

resources to even estimate the number and locations of smaller studios. But we did

find out that smaller animation studios do not have any considerable contribution to

the sector, but independent game developers are still doing some contributions. But

the numbers are still elusive.

We focused almost on 3D animation because this is the predominant animation

techniques used in Pakistan. The other techniques have a negligible presence, if any.

Types of Animation:

The animation industry can be classified in various ways. Technically, it is divided

into two dimensional and three dimensional animations. 2D is often hand drawn, but

nowadays, is mostly computer aided, which has increased the productivity of artists

by six-fold or more. 3D animation has involved a great deal of advanced computer

software and processing power. Another subdivision, based on commercial

considerations, can be made into feature films and TV (cartoon) serials, as well as

commercials.

Much of American animation is outsourced to be “produced” overseas, in places

like Japan, Korea, the Philippines, and, increasingly, India, Pakistan, the reasons for

outsourcing are often cost and quality, and sometimes, lack of talent. Europe and

Canada also outsource their animation. In Asia there are numerous small studios that

do cartoon series, but much of the high-end animation appears to be kept in the US.

Three basic types of animation

The basic types of animation are cell, stop and computer animation. These three types

of animation are the primary keynote for animation effect.

1. Cel Animation

Cel animation refers to the traditional way of animation in a set of hand drawings. In

this process, various pictures are created which are slightly different but progressive

in nature, to depict certain actions. Trace these drawings on a transparent sheet. This

transparent sheet is known as cel and is a medium for drawing frames. Now draw

outlines for the images and color them on the back of the cel.

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The cel is an effective technique that helps to save time by combining characters and backgrounds. You can also put the previous drawings over other backgrounds or cels whenever required. Here, you need not draw the same picture again as it has the facility of saving previous animations that can be used when required. Coloring a background may be a more difficult task than a single drawing, as it covers the whole picture. Background requires shading and lighting and will be viewed for a longer duration. Then use your camera to photograph these drawings.

Today Cel animations are made more attractive by using the drawings together with music, matching sound effects and association of timing for every single effect. E.g. To display a cartoon show, 10-12 frames are played in rapid succession per second to give a representation of movement in a Cel animation.

2. Stop Animation

Stop animation or stop motion animation is a technique to make objects move on

their own. Here, a few images are drawn with some different positions and

photographed separately. Puppetry is one of the most used frame-to-frame

animation types. Some famous movies that are animated via stop motion effects are

King Kong, The Dinosaur and the Missing Link, The Curse of the Were-Rabbit and

The Lost World.

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3. Computer Animation

Computer Animation is the latest technique that includes 2D and 3D animation. These not only enhance the hand-drawn characters but also make them appear real as compared to the above mentioned animations.

2D Animation:

It is used through PowerPoint and Flash animations. Though its features are similar to cel animation, 2D animation has become popular due to simple application of scanned drawings into the computer like in a cartoon film.

3D Animation:

It is used in filmmaking where we require unusual objects or characters that are not

easy to display. Use of 3D animation can create a crowd of people in a disaster like

earthquake, flood or war. There are different shapes, support of mathematical codes,

display of actions and colors which are mind-blowing as if copied from an actual

picture.

The above mentioned 3 types of animations have brought a new era of amazing

technology in the field of Internet (website design and graphics), film industry and

media. Many of us can try out making their own animation! In addition, animation is

one of the popular Internets marketing strategies that make visitors stay on your site

for a longer time.

Animation Industry

Animation is the process of giving the illusion of movement or life to

cinematographic drawing, models, or inanimate objects. Of all the uses that

computers can be put to, probably the most interesting, exciting and challenging to

graphic artists is in the field of animation. They are more interested in visual effects

because it is one way of treating projects with distinctiveness and innovativeness.

The paper aims to determine the scope of the animation industry, describe its

structure, determine the existing and potential markets both locally and abroad,

determine the supply capability, describe the quality and quantity of training, and

finally present an action plan to enhance its growth and competitiveness.

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Technology

Most of the functions and jobs in animations don’t require very specialized piece of

hardware and can be completed using a sufficiently power desktop computer.

However, these are some parts of Pre-production and Post-production that does

require specialized hardware to an extent or another.

Graphics Tablets:

Most of the drawing and painting work in pre-production requires to use of digitizing

graphics tablets. The most popular manufacturer of graphics around the world and in

Pakistan is the Japan- based Wacom Co. Ltd, in Pakistan the most commonly used

tablet is Wacom’s mid-range product, intuous. However, Wacom Bamboo also has a

significant penetration in the market due to its lower cost.

Motion Capture:

Animation is sometimes created using motion capture. This is a technique where

“marketers” are strategically placed on a human actor’s body and as the actor gives

out his performance, the locations of these marketers by special purpose cameras and

then transmitted to the motion-capture software running on a connected computer.

This motion data is then transferred to a 3D character. Motion-capture is used very

sparingly in Pakistan.

ICE Animations and Sharp Image animations have their own in house motion capture

facilitates, but are used primarily in situations where a lot of animation needs to be

created in a very short period of time. ICE Animations is using its mocap system

almost exclusively for the production of “Express News” Bankay Mian”, Dunia News

“Syasi Record”. Moreover, Lahore based MindStorm Studios is known to have rented

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a mocap system of r its “Cricket Revolution” game because for the exorbitant of

owing and running a mocap system.

Render Farm:

Rendering is a very processor intensive task, and cannot usually be handled by a

single desktop computer. For this purpose, studios with enough resources need to

utilize “Render Farms”, which are group of a large number of interlinked computers

dedicated to the process of rendering. Render farms are very expensive to setup and

maintain. In the developed markets, there are businesses that specialize in the

provision of render farm services to the producers who cannot afford to own a render

farm themselves. However, no such service providers exist in Pakistan because of the

size of animation industry. Some of the smaller studios are known to make use of

conventional computer networking to provide the needed processor power for

rendering which is not as reliable as the use of a dedicated, purpose built render farm.

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Editing suite:

Editing suite is a complete setup for editing and includes dedicated screens, sound

system and mixer for the precise handling of audio visual data. This system is not

executive to animation production, but is identically used in shoot based production

too.

Digital Intermediate (DI)

Digital Intermediate “DI” as it is commonly referred to is a real time color grading

system. Software based color grading is a time consuming and processor intensive

job, which becomes a bit more difficult because of the time-lag occurring between a

color grader’s treatment and the output he receives from the computer after the long

and complex calculations performed but the system. With DI, the color grading can

see the result of his treatment in real time; improving productivity and performance.

However, the real importance of DI, lies in the fact that it is used in shoot based

projects to convert the data shot on film to the digital format. This process is

extremely important because of the premium picture quality offered by shooting on

film, and the endless possibilities offered by digital post-production techniques.

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THE STAGES OF PRODUCTIONAnimation work rests on artists for the most part, although in high end animation

work, increasingly specialized technical positions are needed. Computers have

allowed the use of new images as computer generated imagery (CGI or CG), a form

of animation that allows artists to draw three-dimensional (3D) images. In traditional

animation, computers have also allowed artists to produce two-dimensional (2D)

images much faster, instead of having to repeatedly outline ink and paint every frame

by hand.

Table: Stages of Production Process for General Animation

Production Process for General Animation

1. Conceptualization

The conceptualization stage starts with an idea to capitalize on an early stage script or

property, or to develop something new. This is eventually fully fleshed out as an idea

and script. Planning is also done at this stage. The script, bible, which details the show

“concept” and main elements, e.g. characters and conceptual artwork are done here.

These are used to create a production plan, including issues of resources, roles,

logistics, schedules, and manning. There are numerous shooting, asset development,

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and integration schedules to be planned out. By the time the planning stage ends, the

director should have finalized the style and purpose of the artwork.

1.2. Story Boarding

Storyboards are graphic organizers in the form of illustrations or images displayed in

sequence for the purpose of pre-visualizing a motion picture, animation, motion

graphic or interactive media sequence.

Story boards are often used in media planning. Movie makers, television shows and

advertising use a story board in the first steps of production and in sales pitches. They

lay out the flow of the story with rough sketches, usually one or two frames for each

key part of the story. It gives the persons they are selling the production to an idea of

the story in a visual form, rather than having to give them a script.

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2. Pre-production

Because the cost of making “each take” of an animation scene is far higher than a film

producer shooting an additional take, they cannot reduce risk in the “shooting” period

as done in film. This costlier animated content production means that as much of the

risk has to be minimized up front in pre-production.

In concrete terms, pre-production means getting the idea and script fleshed out in

models, storyboards and finally, story reels. Story reels are a full sequence of the art

conveying the story that can be viewed largely in its entirety.

Scriptwriting

On the basis of the project brief, scriptwriting process crystallizes the story. The entire

story is written down along with narration, dialogues and the visual flow of the story.

Storyboard

The script is converted to visual form by drawing every camera angle of every scene.

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Concept Art

Every that would be seen on the screen (called “assets”) must be designed in this gap.

Assets are generally divided in three areas: characters, props and environment. Once

the designs are finalized, they are drawn from multiple angles to assist creation in 3d

workplace. These drawing are called “model sheets”.

3. Production

The production phase of animation involves developing the specifications, visual

effects, background paint, and ink and paint (all of which shows the exact look of

each character and background, color, textures and styles. In addition, animation,

visual effects and so on are needed. All these are based on the sequences and look

from the film reels For 3D modeling, where digitized models of each set and character

and developed, layout, rigging consisting of the controls to move face “muscles” and

the like, animation, shading and lighting including texturing, rendering and film

recording are done, usually in sequence, as well as compositing, effects, and other

activities.

A contractor may be found for the production stage. The contractor is usually used for animation, clean up, visual effects, and digital ink and paint especially for 2D, and for 3D, rendering, composting. If a contractor studio is used for 2D production, they

26

usually need precise specifications like the timing sequence, layout, color, models, and so on.

3D animation process

Modeling

Based on the model sheets, all the assets are created in 3D space of specialized

computer software’s. This process can be seen as the digital equivalent of sculpting.

Rigging

The 3D models created in the last step are static. Rigging prepares them to be moved

and deformed for the purpose of animation. This is achieved by adding specific

controls to the models that define the range and nature of movements the model

would be able to make.

27

Texturing

This involved adding details, surface texture and colors to the assets. Put the image on

3d model called face texturing, and other body textured with bitmap, jpeg, psd etc

Layout

Assets and cameras are placed in the computer software’s 3D space according to the

guidelines provided by the storyboard.

Animation

Animation is usually thoughts of as the process of adding movement to something.

But it is not as simple. Animators define this process as creating the “Illusion of Life”,

and it is considered the digital equivalent of acting.

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Lightening & Shading

Scene of projects are lit according to the aesthetics defined in concept art and

storyboard. Moreover, materials and shades and assigned to the assets, which

determine the interaction of light with their surfaces.

Rendering

All the data that is stored in the computer in the form of advanced level mathematics,

calculus and logic must be converted to the images that can be viewed on the

audience’s intended medium. This process is called “rendering”. To ensure maximum

control over the final look of the project, rendering is carried out in a number of

“passes” or layers.

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4- Post-Production

Animation post-production consists of the visual effects, sound effects, the final

musical score, sound mixing, and color correction. This may also involve editing of

scenes, and even retakes.

Compositing

All the renders passes are combined or “composted” together to create the final look

of the show. Passes enables the team to tweak and touch-up any specific area of the

frame as required at the minimum cost. Last minute touch-ups are done and visual

effects are added at this stage too.

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Editing

All the camera angles, shots and scene are combined in the final narrative of the show

along with voice- over, sound effects and music tracks. It must be noted that this is

not the only time when editing comes into play,, but it stays active from the

storyboarding stage and helps the directors and supervisors monitor the progress of

the show as a whole.

Conversion

Once the editing is completed, the show is converted to the appropriate format for release. The commonly used formats include DVD, Beta Cam tape and Digital Beta Cam tape.

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FUNCTIONS OF ANIMATION IN ADVERTISING

Animation is one tool which can help a company to achieve goals. It is not the end, but a means to reach the end. The functions of animation depend upon six objectives.

1. To make product distinct from others.

2. To communicate information.

3. To push the customers.

4. To expand distribution.

5. To encourage brand preference.

6. To reduce sales cost.

ELEMENTS OF ANIMATIONS PYRAMID

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Scope of Animation Industry in Pakistan

As the scope of animation in Pakistan is very limited, so the professional animator

found their way out and started catering to across the border demand for animation.

Post production work of some Hollywood movies outsourced to Pakistan mainly

because of the acceptable quality of animation and relatively lower price in the region.

We the current advancement in technology in Pakistan the concept of telecommuting

and free lancing of animation work is also becoming quite popular trend in the

industry.

Another competitive edge to Pakistani animation is its low cost of production in the

region. This is so because two major reasons.

Software Piracy:

Due to the piracy of software to an enormous extent, we are saving our primary cost

on purchase of animation software. Thus the loose legal obligations in Pakistan are

aiding animation industry by drastically cutting our cost of production.

Cheap Labor

Pakistan is among one of those countries where man power is comparatively quite

cheaper than the rest of the world. We have a large untapped labor pool of English

proficient graduates willing to work at 60 percent below their U.S counter parts.

Furthermore consolidated operating costs are estimated roughly 30 percent lower in

Pakistan as compared to India or Philippines, two Asia major business process

outsourcing contender.

In comparison with India, who has almost the same cost of Production as ours, we are

still in a better position. The cost in Pakistan are as much as 30 percent lower than

India, while the infrastructure advantage of high speed connectivity in all major cities

are available at competitive rates. These aspects also give us a competitive over our

rivals in the region.

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CHAPTER # 3

Animation as a Marketing Tool

Production Animation is a company that believes in providing solutions that offers the

client maximum benefits. We put our maximum effort to learn meticulously about the

existing scenario of a client who approaches us to provide the suitable and most

competitive solutions. Clear analysis and understanding of our clients’ vision, set

goals, objectives, potential and pre-set paths to achieve targets are some of the

elementary tools that we, at Pro Animation, employ to comprehend the actual and

hidden needs of our clients, Pro Animation providing excellent customer service. We

are a group of young, creative, and professional individuals who are dedicated to

provide you with the best solution to satisfy your All Media development needs.

3D Architectural Animation

3D Interior / Exterior Designing

T.V Commercials

Character Modeling and Animation

3D Modeling & 3D Simulations

2D / 3D Compositing & Animation Setting advertising budget in setting the

marketing budget, market share is very important and being a leader Nirala is

enjoying 40% of the market share. The advertising budget is not fixed for every

month. It depends upon season, occasion and nature of market. Although the

promotional expenditure is increasing every year, Nirala does not bother the

expenditure of promotion. Because shrewd management of Nirala believes that

effective, marketing increases the profit as well as market share. They keep the budget

of 400, 000 to Rs.500, 000 for the advertisement & promotion of new outlet of Nirala

Sweets

Nestle Cerelac

Bharpoor nashonuma sehatmand mustakbil ka behtrin aghaaz! Best start to a healthier life!!!

Nestle Juices "Indulge In The Pure Pleasures Of A Healthy Life"

JAAGO! Come Alive with Nescafe

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Surf Excel:   Dirt is good

Lipton:  All the goodness of tea!

Wall’s!" Adding vitality to life"

Animation Agencies in Pakistan

35

Marketing Process

4 P’s VS 4 C’s

• Where & whom to sell broadly?

• How to select homogenous groups of customers?

• How to differentiate the brand from many others in the market?

This helps marketer in making critical decisions for competing in market. Such

decisions are “Marketing Mix Decisions” broadly known as 4 P’s as above but have

now expanded to 7 P’ such as:

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1. Product 2. Price

3. Physical Distribution 4. Promotions

5. Packaging 6. People

7. Process

Why animation?

1. Communication

Communication means through which one person can pass information, ideas or

feelings to another through speech or pictures. Though, communication uses all

senses like smell, touch, taste, sound & sight, only two are useful in advertising,

Sound & Sight.

2. Sound

Radio, Television, Internet, Projector, Cinemascope use in digital sound mixer videos

3. Sight:

The most useful medium of communication are like a pictures. “A motion picture is

worth a thousand words”.

4. Information

Information is knowledge, fact or news. It comes in different forms:

Complete or Incomplete! Biased or deceptive!

What it is? What it looks like? How it works?

What are its benefits & drawbacks etc?

5. Paid For

If an animation is created, placed in the media so the cost to create and time or space

in the media must be paid for. This is the point, where advertising departs from Public

Relations.

6. Persuasive

Purpose of animation is to Identify & differentiate one product from another and to

persuade the customer for preferring one to another.

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7. Animation Medium

Animation are used in different cultures traditions, habits, essentials psychology,

graphics representations as like 2d & 3D art sketch and drawings use in various ways

such as moral ideas and create the innovations, desire, attractions, acknowledgements

among society peoples. By the help of animations the exclusive ideas,

acknowledgements are growth for sales promotions in the market.

The animations are used in economically, socially, politically cultures action in

straight-line panel. Such as comic cartoon stories, Politicians criticize, current affairs,

brands animations, 3D & CAD animations, Architectural structures, Map designing

interior and exterior designing, Cinemascope films, Stock exchange tickers, channel

news, company presentations, outdoor digital screens into graphically & numerically

representation, characters modeling, Actions, visualizing ideas in artistically or

scripturally, So “anything which is used to communicate ideas from one person to

another in non personal way”.

Animation Perspectives in Market

In fact today advertising is everywhere, on radio, TV, newspapers, billboards,

magazines and even on the side of the town buses. The global market has expanded

tremendously, and manifolds. Advertising serves three main purposes:

1. To get or win new customers.

2. To increase use of products or services among existing customers.

3. To help potential customers make a choice among competing brands.

Let us now try to dissect & explain key terms personal and non – personal used in the

definition of animation.

There are two basic ways to sell Personally & Non-Personally

Personal selling:

Where seller & buyer are to be together and make a sales promotion in market.

Non personal:

Seller is approached to public sell the product through a medium of animation.

Advantages

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• Seller has time to discuss everything about the product.

• Buyer has time to ask questions, get answers & examine evidence against or for the

product.

• Seller can see the person whom product is being sold.

• Seller can see the person to whom he/she is selling the product.

• Seller can easily locate potential buyers.

Disadvantages:

• It is expensive being labor intensive.

• Time consuming.

• So seems personal selling is better than advertising which is non-personal yet

advertising still remains most effective.

Therefore despite the fact that advertising even though is non-personal selling, it is

certainly effective.

GROWING IMPORTANCE OF ANIMATION IN MARKETING

• We see 100’s of ads every day.

• Consciously or subconsciously advertisements have tremendous effect.

• Advertising can not only change buying decision but also changes mindset &

attitude of people.

• Advertising reflects the culture of a nation.

• Advertising & culture both affect each other.

• Advertising industry also supports media industry.

• In fact media survives on advertising because they go hand in hand.

• Advertising can be used as an effective tool for a social cause.

• Advertisement also helps in spreading information about new technology &

innovations

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• Advertising in today’s world is not for spreading brand awareness but also shows us

where we stand in the world today.

The Power of Motion

Visual effects such as wipes, fades, zooms, and dissolves are available in most

authoring packages. But animation is more than wipes, fades, zooms, and dissolves.

Until Quick Time and AVI motion video became more common place animations

were the primary source of dynamic action in multimedia.

SIX SEGMENTS

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1. It is paid form of communication.

2. The Sponsor is identified.

3. Most advertising tries to persuade or influence consumer to do. Some cases it is

merely to make consumers aware of product or company.

4. Message is conveyed through different types of media.

5. Animations makes message reach large audience of potential consumers.

6. Animations are a form of mass communication therefore it is non-personal.

Advertising / Commercials

There is a very significant role of animation with the advertisement and commercials;

most of them used a substantial amount of character animation and special visual

effects in it. So the main demand of animation is by advertisement agencies and

media buying houses, whose main purpose is to prepare visual advertisements mainly

meant for TV on behalf of their clients, who are mostly MNC’s and FMCG’s. These

big corporations have actually a lot of budget meant for the promotion and

advertisement, which is the main reason why there, is a greater profit margin for; add

agencies and animators in making an advertisement. For instance, a typical budget of

an average commercial exceeds the budget of low quality short film.

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Market Trends of animation

The current market situation for demand of animation in ads is not satisfactory mainly

because of lack of marketing funds corporations. Recently, in the aftermath of the

current recession many of the leading firms have slashed down their marketing

budgets mainly due to the lack of funds. This phenomenon has a trickledown effect on

the animation industry altogether, which earn a major chunk of their income by the

production TVC’s.

Pakistani animation industry is more than sufficient to meet its local demand of

advertisement at the moment as compared to previous state in which commercials like

that DING DONG bubble has to be made outside Pakistan. But now the situation is

completely reversed, Animators are willing to do animations but due to the lack of

marketing funds, Brand managers are more inclined toward playing an international

commercial with slight changes in voice over or endorsement graphics, in order to

reduce the cost of marketing that commercial all over again, with respect to regional

constraints.

Market of Animation in Pakistan

The Pakistan animation industry was estimated at $ 54 million in 2006 and was

forecast to reach $ 69 million by 2008. Animation in Pakistan is currently riding on

two key factors - a large base of highly skilled labor, and low cost of production.

While the industry is gaining prominence steadily, several important factors such as

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the government's role in supporting the animation industry, and producing original

content locally.

In 2009, the state of the animation industry in Pakistan was growing at 30%, is

estimated to reach US$ 1.5 billion by 2015.

Lahore is competing with Karachi and Islamabad to be the country's animation hub.

With the sector facing severe human resources shortage, more and more studios are

increasingly venturing into animation training. The animator and special effects

expert recently shifted his base to Karachi from US. The Lahore Chamber of

Commerce, Industries and Agriculture, a premier body of industries in and around

Lahore region has launched a program to catapult Lahore as a global hub for

animation and gaming. It has recently formed a group of professionals, training

institutes and celebrities to implement the initiative, with filmmaker artist has as their

brand ambassador.

Some of the other estimates of the report on animation indicate the following:

The global entertainment market will generate a demand for animation

production services of the order of US$ 15 billion by 2003

In the non-entertainment segment the demand for animation production

services will touch US$ 14.7 billion by 2015

The global film/TV program production market will create a US $ 17.5 billion

revenue opportunity for animation production houses

The Indian gaming industry was estimated at nearly $48 million in 2006 and is

expected to cross $424 million by 2009.

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Managerial Implications

Many of the past efforts used by advertising professionals to develop customer loyalty

have been ineffective because they have been based on tactics used in the airline

industry. These shortcomings will become greater in the future unless advertising

professionals change their ways. Corporate scandals have eroded the trust that

customers have in advertising professionals and, therefore, advertising efforts must be

more genuine and easily understood or customers will react skeptically. Concerns

about privacy and identity theft have heightened concerns among customers and made

them more wary and, therefore, less willing to openly share information and engage in

a relationship with a brand unless there appear to be genuine value and behavior by

the company that engender trust and faith.

MARKET FOR ANIMATION MATERIALS

The market for animation materials and services are situated and found both in the

domestic and international setting. The industries from which the domestic clients

belong to are:

Agriculture

Pest control products as an introduction to the farmers and other users of how

effective the products are. TV and cinema are the media by which awareness is

created.

Community

Social and Personal Services such as Rescue 1122, and other educational institutions.

44

Financing

Real estate, insurance and business service, in real estate, animation is a good handle

to let the prospective buyers see how the property will look like in its finished stage.

For banking and finance, there are a lot of special effects and animation that can show

how high technology in banking and finance works;

Transportation and Communication

With the fast and vast development of telecommunications now, animation with

various techniques in special effects makes it an effective way to reach the

consumers;

Wholesale and Retail

Animation is a popular demand to create awareness of a client’s products. Companies

that have products for children are the most common customers of animation.

Animation has always been an effective attention catcher for children of all ages.

Media Advertising

Entertainment animation for exhibit and exposure to various media, Advertising

agencies use animation as one of an array of execution styles in the promotions of

corporate products and services. Advertising agencies use animated objects apart

from live talents in some product advertising schemes.

Most of the companies in the categories above are private corporations and their sizes

vary from medium to large. Most of them are the ones which have the provision for

large budgets for advertising. Services offered to foreign clients are mostly that of the

manual animation job where foreign animation/film companies conceptualize

everything and based on the concept that they have formulated, they ask Pakistan

companies to execute what was conceptualized via drawings/illustrations, and other

manual tasks.

This is then attributed to the well-known fact that cheap labor is apparent in the

Pakistan. Other vital reasons why foreigners opt for Filipinos, despite an on-going

stiff competition with Dubai, India, and China when it comes to manual execution, is

45

that Filipinos adapt faster and better to western culture (language and ideas primarily)

When it comes to the quality of work, Filipinos’ outputs are more refined and defined.

Supply Chain Governance and Outsourcing in Animation

As a result of all the potential of the animation market, the governance of animation

production (i.e., where decisions on the supply chain) is dictated by the institutions

which control whether content is produced and how it is distributed. Increasingly,

these two aspects are connected. In the US, the distribution of animation is essentially

controlled by the large TV channels such as the Fox Network, the specialized

channels such as Pogo and Cartoon Network, the larger distributor/studios or other

content providers such as Disney. It is only when a production studio gets large and

well-known enough that it can effectively dictating its own future.

Since most animation series are carried by TV studios, and since these studios may be

in the broadcasting rather than production business, they rely heavily on contracting

with creative talent of outside production studios. Specialized animation channels, and

previously Fox, usually keep some internal pre-production and postproduction

operations, and sometimes even hold onto the production internally. That is, they have

their own creative talent, either for developing animation in-house, or for spotting or

identifying concepts in the conceptualization and preproduction phase, which are then

“outsourced” to animation studio Post-production is often done in-house as well since

it is really a follow-up stage that ensures that production meets the preproduction

46

specifications. In contrast, the recent 3D movies have largely not been outsourced.

The reasons for this will follow as we examine the creative production process for

Pixar in more detail.

Animation and Society

The study of relationship and effect of animation in society is discussed from the

following subject; also develop upon the impact of animation of advertising on

various segments of society like men, women, children etc. the study also explain

about ethics in advertising, code of ethics and the role of advertising of animation as a

marketing tool and related marketing process.

The benefits of animation – Immediate

1. Numerous material & human resources are devoted to advertising.

2. Practically everywhere.

3. No one can escape influence of Advertising.

4. Has potential for good but depends upon the realization.

Practical Benefits

Economic benefits:

Generation of new jobs higher Incomes, comfortable & humane way of living

Political benefits:

Significant contribution for informing people about candidates & the party etc

Cultural benefits:

Contributes positively in decisions about media content for betterment in society

Moral & religious benefits:

Faith messages etc.

Animation A Marketing Tool

Marketing Concepts

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Exchange: Core concept of marketing – Means the exchange of a product between the

seller & the buyer.

Transaction:

When an agreement is reached between two parties, a transaction takes place.

Needs, wants & demands:

Important for marketer to understand and interpret these of the target market

• Need is a basic human necessity

• When need is specific, it is want.

• A want for specific product supported by an ability to pay is demand.

Value:

Always remember the statement “Value for money”

Basic Equation

VALUE = BENEFIT / COST

Marketplace & market space:

Marketplace is Physical like a store and Market space is digital like internet.

Marketing process:

Four major stages:

• The marketing environment analysis

• The target market & positioning process

• Marketing Mix decisions

• Ultimate consumer

Classification of Advertisements Animation in Market

Advertisements have various objectives, sometimes other than just selling products.

However, before designing and classifying ads answers to following questions are

essential:

• What do I want my animation to accomplish, specifying goals.

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• Whom should my animation address?

• Target audience.

• Demographics gender, age, location or business etc.

• Behaviors current awareness about your business.

• Needs & desires benefit which consumers look for in a product.

• What should my advertising say?

To sum up the message should speak to your audience and you should be able to

decide where to place the animation? Selection of media to place animation is

essential but before animation we must determine the purpose of doing so and

identify, is it a product or a non-product.

CATEGORIES OF ANIMATION

TARGET

CUSTOMERSAREA MEDIUM USED PURPOSE

Consumer International News Channels Product or Non – product.

Business National Internet Commercial or Non – commercial

Industrial Regional Radio Primary or selective Demand

Trade Local Television Primary or selective Demand

Professional Satellite Dish Direct or Indirect action

Agricultural Cable Commercial or Non commercial

Market for animation materials

The market for animation materials and services are situated and found both in the

domestic and international setting. The industries from which the domestic clients

belong to are:

i. Agriculture

Agricultural for pest control products as an introduction to the farmers and other

49

users of how effective the products are, TV and cinema are the media by which

awareness is created;

ii. Community

Social and Personal Services such as MERALCO, and other educational institutions;

iii. Financing,

Commercial Banks & real estate agencies, insurance and business service, animation

is a good handle to let the prospective buyers see how the property will look like in

its finished stage. For banking and finance, there are a lot of special effects and

animation that can show how high technology in banking and finance works.

Transportation and Communication with the fast and vast development of

telecommunications now, animation with various techniques in special effects

makes it an effective way to reach the consumers.

iv. Wholesale

Wholesale and retail animation is a popular demand to create awareness of a client’s

products. Companies that have products for children are the most common

customers of animation. Animation has always been an effective attention catcher

for children of all ages.

v. Media

Advertising, Entertainment – animation for exhibit and exposure to various media,

advertising agencies use animation as one of an array of execution styles in the

promotions of corporate products and services. Advertising agencies use animated

objects apart from live talents in some product advertising schemes.

vi. Education

The use of materials for educational purposes edutainment purposes, Most of the

companies in the categories above are private corporations and their sizes vary from

medium to large. Most of them are the ones which have the provision for large

budgets for advertising.

Services offered to foreign clients are mostly that of the manual animation job

where foreign animation/film companies conceptualize everything and based on the

50

concept that they have formulated, they ask Filipino companies to execute what was

conceptualized via drawings/illustrations, and other manual tasks. This is

then attributed to the well-known fact that cheap labor is apparent in the Philippines.

Other vital reasons why foreigners opt for Filipinos, despite an on-going stiff

competition with Vietnam, India, and China when it comes to manual execution, is

that Filipinos adapt faster and better to western culture (language and ideas

primarily). When it comes to the quality of work, Filipinos’ outputs are more refined

and defined.

Market development & Promotion Strategies

There is a need to create strong international market presence that will attract and

sustain investments. This direction therefore calls for modern marketing techniques

that will strengthen industry readiness to create and absorb business opportunities

that may come on its way. The industry should continue to develop a good product

and/or animation output and making it available to target customers.

Organizations/companies must also communicate with their customers.

Communication makes it possible for the right message to be projected and imparted

for a given product.

This function then takes its course through international and local promotional

strategies. Promotional strategies in the form of advertising, public relations, direct

marketing, sales promotions, and personal selling, Animation outputs are products

intended for various types of viewers. Philippine animation in particular is in need

of certain promotional strategies.

Research and Development

Research and development is one potent tool of updating the industry on what are

the latest trends in the local as well as global scenarios. This would give prime

focus on the latest technology in need of adoption to upgrade the industry and its

various functions and undertakings.

In order for Filipino films to gain international recognition and patronage, such

ought to conform to standards acceptable to the international market. This gives

prime focus on the theme and concepts presented in film/animation. Such should be

51

ones which the international audience could identify with.

Such details and information could always be obtained from research, and research

needs funding and budget. It is a matter of knowing what the market looks for in

movies at this point in time, before coming out with a production output.

Operations/Technology

It is always a given that when it comes to support of the government, the industry is

in dire need of such. Government support should be manifested in recognition of

the services and functions and the capability of the industry to serve its local and

foreign markets. Not only could the industry gain support via recognition, but

through financial support as well as in the form of funding the purchase of

software’s which are highly expensive. Training of manpower is also highly needed

and recommended. In this regard, opportunities can be created where organizational,

intellectual and manpower resources can be effectively shared to ensure collective

industry growth. In terms of operations, work systems that will ensure efficiency in

the use of collective resources and opportunities for the industry must be

undertaken.

Invest on Technology

Though the production concept is interesting, animators competent, creative and

innovative, manpower is complete and skilled, if the means to produce an output is

mediocre, the product will never be at par with the best animation production it

would intend to compete with. Technology should be upgraded and updated in

animation. Sound, music, dialogue, and production concerns are totally dependent

upon technology. The local animation industry players should therefore keep abreast

of industry trends particularly in the technology aspects.

Strategic Alliances and Collaboration

An industry-wide environment conducive to collaboration, mutual support and

sustained growth among industry players is of paramount importance. Strategic

alliances among the players should be implemented like collaborative endeavors

from among other industries like the film, software, and publishing industries.

52

More specific actions to undertake

Additional specific actions that can be done is to undertake fund-raising

activities to finance marketing development efforts. The industry can host a

Business Summit/Animation Festival that will attract international investors to the

country. It should likewise maintain open lines of communication and information

sharing with other related industry for collaborative growth.

Performance monitoring scheme

With the preceding actions plans, it is crucial that a monitoring scheme should be

implemented to check performance. This is where the association of animators can

come in and review developments in marketing, operations and technology, laws

and industry governance, and research and development. The animators can pool

their efforts on further improving the state of animation in the country. They can

network together and continue to develop strategic alliances with their foreign

counterparts. They can lobby in congress for better tax incentives, and they can even

fund more research projects to benefit the industry. Industry surveys such as this

project should be promoted so further action plans can be integrated are more

cohesive, and enlightening /insightful to one and all.

The various industry players can take charge of monitoring themselves to create a

good animation output. Award-giving bodies coming from the industry should be

promoted to enhance the many areas of technical production. This will surely

motivate more industry players to produce better quality films.

Local producers should continue to participate in international animation festivals,

monitor results and provide wide publicity both here and abroad to create awareness

to such quality films. With this, the Filipino attitude towards our local productions

will eventually change and will patronize them.

53

CHAPTER # 4

SWOT ANALYSIS

.

Strengths

•    It is the most efficient tool of advertising and marketing now days.

•    It has become one of the biggest entertainment and information media.

•    Animation Industry covers all kind of advertising concerns and it has secured a high range of target audience.

•    Animation industry in Pakistan was growing at 30% in 2009, and it is estimated to reach US$ 1.5 billion by 2015

•    Innovative ideas

•    It is among the popular industry among the art lovers in the Pakistan.

•    It has well established division’s 2-D animation in advertising and 3-D animation being used by TV for entertainment.

•    Increasing trends in overall revenues and profits.

•    High brand awareness among the people.

•    Trend of 3-D animation for Brand Advertising is being popular.

54

Weaknesses

• High operating cost•

• labor intensive and time consuming

•    Character Animation is often criticized by religious groups.

•    Poor working conditions in advertising agencies and low wages paid by owners.

•    Less support from Pakistani Government for betterment of animation industry.

•    High Capital and running costs.

•    Continuous innovative ideas are required to retain the attention of customers.

Opportunities

•    Can work into different segments

•    Proper inventory management

•    Market development in small cities.

•    Reduction in operating costs.

•    Benchmarking to improve management practices.

•    Free-lance work and online foreign projects.

•    Develop more attractions for target audience.

Threats

•    Security Threats due to terrorism

•    Employee often skips work due to energy crisis in Pakistan.

•    High competition in Advertising Industry.

•    Social and religious groups.

•    Government policies.

•    High demanding market in terms of innovation.

•    Searching, paying and retaining innovative people.

•    Lack of awareness and cultural terms.

55

CONCLUSIONSThe animation industry has its great importance for last many years. It is emerging

as a powerful tool in marketing because it directly affects the audience and

communicates the message to the customers. In this modern Era of information

technology though animation industry is playing a vital role for marketing of

product in Pakistan but the majority of people is illiterate and does not know much

about the animation industry.

Following steps are recommended to promote this industry as an effective marketing

tool.

RECOMMENDATIONS• Government support should be manifested in recognition of the services and

functions and the capability of the industry to serve its local as well as foreign

markets. Not only could the industry gain support via recognition, but through

financial support as well as in the form of funding the purchase of software’s which

are highly expensive. Training of manpower is also highly needed and

recommended.

• Institution should be established by the Government and private sector to produce

skilled workforce.

• Research and development is one potent tool of updating the industry on what are

the latest trends in the local as well as global scenarios. This would give prime focus

on the latest technology in need of adoption to upgrade the industry and its various

functions and undertakings.

• Working conditions in advertising agencies should be maid up to international

standards.

• Wages paid by owners should be checked and revised by governing authorities.

• High support from Pakistani Government for betterment of animation industry.

• Pakistani Animation industry should meet international standards so that it could

catch foreign attraction.

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• Government should reform the structure of this industry to meet international

standards.

• Good salaries and rob opportunities should be provided to animators.

• Banks and other financial institutions should provide loan on easy installments.

• Government should establish research and development wing to meet the

international standards.

Education:-

Animation industry so that the talent from the lower and middle classes is given an

opportunity to emerge and polish their skills, which otherwise cannot afford studying

at private institutions.

The university’s departments for visual studies are the only government institution

which offers courses in animation and it is a severe form of distress. The

infrastructure is lacking at the level that they are short of chairs for students. It is a

common practice for students to pool up money to arrange for tools as simple as a

multimedia projector.

Local culture content to be promoted in animation

We need to create content which is close to our culture and lifestyle to make it grow.

If the content is close to our culture and of good quality, it will manufacture its own

demand thus making the whole industry will force it to remain an infant industry.

Taking example from the animation industry of Iran, they have developed their own

cultural content in films and animation so well that it is now at a level to compete

with other film and animation content the globe.

Tax exemptions for hardware import

Animation sometime requires high-tech computer hardware and software. Equipment

such a motion capture, render farms, digital intermediate, higher end graphic tablets

and other technologies are very expensive. Fortunately, there is no import tariff on

simple computer peripherals but when it comes to high tech machinery, 15% custom

duty is imposed which scales up the cost.

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Soft loans for industry

The government should propose and sign pacts with the developed countries to aid us

in the form of giving soft loans to finance the making of animation.

APPENDICES

APPENDIX A

Questionnaires of animation industry as an effective promotion tool in marketing.

1. What is animation?

2. Do you know that history of animation?

3. Do you think that animation industry has a noticeable role in marketing?

4. Which type of animation do you like?

5. Do you think that animation industry can be a source of income for

Pakistan?

6. Which type of animation is being used mostly in Pakistan?

7. What are major places of animation production in the world?

8. Who 1st animation history?

9. At what level Pakistan stands in animation industry if compared to the

world?

10. How much Pakistani media rely on animation?

11. What is advertising of animation?

12. What is media?

13. What does the term “Conceptualization” mean in animation?

14. What do you mean by production in animation industry?

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15. What is visual effect?

16. What is storyboard?

17. What are the basic types of animation?

18. What is 2D animation?

19. What is 3D animation?

20. What do you mean by the term “Brands animation”?

21. What do you enlist types of animation?

22. What is script writing?

23. Describe the stages of animation in production?

24. What is Pre-production?

25. What is post production?

26. What is the relation of marketing with animation?

27. Which technology is being widely used in modern Pakistani media?

28. How brands are presented in media?

29. To what extent animations attract people?

30. What problems do you think animation industry is facing in Pakistan?

31. Which types of marketing Pakistani people prefer now days?

32. Did you ever use animation as marketing tool for your sale?

33. Does PEMRA suggest any roles for animation advertising?

34. What do you think about PEMRA?

35. Enlist at least 10 major advertising agencies in Pakistan?

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APPENDIX B

QUESTIONARIES DIAGRAMES OF PROMOTION OF ANIMATION ADVERTISEMENT IN MARKET

Do you know that history of animation?

Do you think that animation industry has a noticeable role in marketing?

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Which type of animation do you like?

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Male Female

EntertainmentAdvertisementEducation

Do you think that animation industry can be a source of income for Pakistan?

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Which type of animation is being used mostly in Pakistan?

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Male

Entertainment

EntertainmentAdvertisementEducation

At what level Pakistan stands in animation industry if compared to the world?

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How much Pakistani media rely on animation?

To what extent animations attract people?

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Which types of marketing Pakistani people prefer now? days?

Did you ever use animation as marketing tool for your sale?

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