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Posted on March 27th, 2013, by

I’ve decided to interview an entrepreneur from an animation company in India, because this country is famous for its booming development and a great role in animation outsourcing. Indian animation outsourcing companies have world-class equipment with appropriate software; while the country’s biggest competitive advantage is cost effectiveness and high quality of the services. Cartoon characters and various special effects are created by Indian animation studios for ”˜monsters’ of movies and broadcasting, such as Walt Disney, Imax, Warner Brothers and Sony, etc.
The company that I’ve researched is one of the largest animation companies in India, it’s called Toonz Animation and it’s a provider of animation to the biggest US and European movie studios. Among the international partners of this company are: Marvel, Hallmark, Paramount, Disney, BBC and Cartoon Network. (About Toonz, http://www.toonzanimationindia.com/studio.php?sel2=abt&&sel=stu)
For this task I’ve interviewed its CEO Mr.P.Jayakumar.

1. What products and/or services do you provide?
The list of the services that we supply includes: Product Development and Pre Production, Story Boarding, 3D Animation, 2D Digital Animation/ Flash, 2D Cel Animation, Stop Motion and Visual Effects/ CGI.
2. How long have you been in business?
Our company was founded in 1999, so we are in business for 12 years.
3. What is the ownership structure of your business? (sole proprietorship, partnership, corporation)
Our company is a corporation.
4. How did you choose the name for your business?
Toonz is a surname of the company’s founder.
5. Who are your direct competitors?
Our direct competitors are other Indian companies that have a strong position in Animation outsourcing, these are: Pentamedia Graphics, Maya Entertainmen, Heart Entertainment, Nipuna Services Ltd, etc.
6. What was the most difficult aspect of opening your business?
At the first stage of company’s development the competition with the other studios from India and with international rivals was very intensive. The company fought for its place on this market, making emphasize on a quality and cost-effectiveness.
7. What is the biggest day-to-day challenge in operating your business?
The biggest challenge of the global scale is to produce the best possible animation and the biggest day-to day operational challenge is to manage more than 500 artists in the different regions of the world.
8. What is your biggest reward in operating your own business?
During these years, Toonz Animation has become a leader in animation business in India and also well known worldwide. It has received many professional awards, for example an award ”˜One of top ten studios in the world to be watched’ by Animation Magazine in 2002.
For us as the artists, the major reward is to see excellent results of our work in the latest movies, cartoons.
Thank you for an interview, Mr Jayakumar! Your company has done a brilliant job, personally I appreciate an amazing results of your work that may be seen in Wolverine and The X Man movie.

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