Minister of State for Information & Broadcasting Col. Rajyavardhan Rathore has said with technological changes and innovation, the content platform is undergoing constant change with respect to creation / access and distribution. As a consequence, revenue and business models were being fragmented along with changes in market distribution and talent pool identification. Col. Rathore mentioned this while delivering his key note address at the CII Big Picture Summit here today.Speaking further, the Minister said, a series of measures have been undertaken to facilitate the growth and innovation within the M&E Sector. Streamlining of processes and procedures had been put in place in the Broadcasting Sector in the context of grant of permissions to TV Channels. Measures had been undertaken to promote the branding of India’s Soft power at International Films Festivals. The Government was undertaking specific measures to promote the idea of India as a Filming Destination, States were being encouraged to mainstream the film facilitation policies and processes. Support for participation of films at International festivals was being encouraged through specific financial grant and support. For the ensuing International Film Festival at Goa special efforts were being undertaken to promote participation of quality films and experts for exchange of ideas concerning different aspects of filming. To take this issue forward, the participation and collaboration of States was welcome.
Regarding the innovation component Col. Rathore mentioned that FTII, Pune was going to conduct of campus certification courses in different cities to popularise the nuances of film making in different parts of the country. The objective was to do away with traditional mode of teaching. On the animation theme, the Minister said that the Government would be fast tracking the setting up of National Centre for Excellence in partnership with the industry in an effort to optimise the returns in the sector. Regarding the Swachhta Film Festival, Col. Rathore said that the response was overwhelming which proved that the young generation was extremely creative in conceptualizing messages for public service and messaging.The Minister further said that India was making great strides in the media and entertainment sector in India, the world market for Indian entertainment products was still an important area to expand the reach.