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With television, computers, video games dominating the lives of GenY, who has the time to listen to the age-old bedtime tales that our grandma used to oh-so lovingly narrate. The kids of this generation are also missing out on the unadulterated fun of reading comic strips like Amar Chitra Katha, Archies, Chacha Choudhary, Shikari Shambu, and Suppandi. With the advent of television in the late 80s, comics in print received their first blow, which slowly stabilised in the 90s. “There were days when television was rare, and comic books became a way to spend time. Advent of television enables a child to sit passively and enjoy the show, hence comic book culture has been steadily on a decline,” explains James Clifford of Pentamedia Graphics.
Would it then be too early for us to say that the print comic industry is phasing out? And does it mean that immortal characters like Tin Tin would not outlive time? “These characters took birth in their comic versions during the yesteryears and have captured the imagination of young & old alike. With the advent of technology, the medium in which they would be given life to is slowly changing to include digital comics, animation, gaming, live action feature films and even product extensions in the form of merchandising items. An independent study in 2006 pegged the sales of comics (including the vernacular languages) to a figure of 30 million per year. The total industry value, which was under Rs.100 crore in 2006, is estimated to increase to Rs.400 crore over the decade,” replies Ramaprasad, Executive Director of Toonz Academy. The shift of comics from print to games & animations is true but erasing out print totally is an overstatement. A testimony to this is the entry of a big player like Virgin Comics in this sector. In fact, Virgin Comics is backed by none other than Deepak Chopra, Shekhar Kapur and Richard Branson.
At the same time, there is no denying the fact that other media have also made our favourite comic characters much lucrative to the kids. Agrees Clifford, “Television occupies 50% of a child's time. And of course, with competition growing, parents are more inclined to promote extra-curricular activities, which leaves the children with very less time for reading.” What's more? The huge success of animated feature films like My Friend Ganesha and Hanuman proves that with growing awareness and increase in pester power, children are more likely to watch an animated film than read a comic. Little wonder then that a big production house like Yashraj Films is all set to launch its first full fledged animation film, Roadside Romeo. Even ace director and producer, Karan Johar, is planning an animated version of his hugely successful film Kuch Kuch Hota Hai.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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