This story is from February 13, 2008

Creativity Inc. unlimited

Rajat Ghai / TNN / Feb 13, 2008, 00:00 IST

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A report says that India’s movies and software had emerged as 'key drivers of economic growth.' And at the top of the pie is Bollywood. So is the making of Brand Bollywood complete?

doweshowbellyad=0; Still from TZP. More picsBollywood �� admired by and riled at. The true mirror of India for some and the crucible for the generation of many stereotypes and myths about India for others. For all the clich��d imagery it has had to put up with for such a longtime, it still retains its hold on vast millions of Indians. And now, to add another feather in its cap, Bollywood has been recognised as a ��key driver of economic growth.��
In a recent report, the United Nations Conference on Trade and Development (UNCTAD) has observed that Indian movies, along with the country��s IT sector, figure on the list of creative industries that have emerged as the world��s most dynamic economic sectors.
India��s share in the overseas movie market has been valued in the range of Rs 500 and Rs 700 crore, and the film industry has been growing at 20 per cent. The overseas market is expected to touch Rs 1500 crore by 2010 (with 80 per cent of the market for Bollywood).
Industry-watchers are agog. ��This is another seal of approval for Bollywood,�� says trade analyst, Taran Adarsh. ��Bollywood��s contribution is more than economic. It also influences thoughts, changes and lifestyles,�� says Ravi Gupta, CEO of a production house. ��This growth and expansion in the entertainment industry in India, specifically Bollywood films is understandable since man��s need for entertainment is next only to food, clothing and shelter,�� feels Uday Singh, CEO of a prominent Hollywood studio��s India chapter. ��Entertainment is an intrinsic part of Indian culture, bedrock of its society. No wonder, Bollywood and other language film industries are so popular,�� notes filmmaker Pritish Nandy.

The report says that many developing countries are not able to harness their creative capacities for development, due to a combination of external and internal constraints. ��Bollywood producers are not as organised as Hollywood which has the Motion Picture Export Association of America, which co-ordinates and distributes movies of major studios and caters to their interests. We do not have a central body like that. Although the Film Export Promotion Council has floated this idea, unless there are joint moves by trade bodies and the government to distribute entertainment software, it won��t be of much help. Efforts are being made, but they aren��t enough,�� says Gupta. Adarsh agrees. ��We have no government support and have to attempt everything ourselves.��

There is also the question of whether Bollywood can move beyond its traditional viewership base in the worldwide South Asian diaspora. ��Ours is a culture-specific commodity. Although we are good in Third World markets, we have not yet tapped the mainstream in the west. Our home base was so huge that we never bothered about giving a more pan-global appeal to Bollywood,�� says Gupta.
However, experts also feel that Bollywood is the only practical alternative to Hollywood. ��Bollywood is an alternative paradigm to Hollywood. Unlike Chinese cinema, which is closeted and not exposed to competition, Bollywood is quite open to it. You have to give it some time. It has the requisite talent, skills and technical finesse. Most importantly, Bollywood films are made for the sake of making them, rather than serving as a tool for spreading cultural imperialism,�� says Nandy.But for now, Bollywood can still pat itself on the back.

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