What sentiments cross our minds when we hear names like – Chandamama, Tinkle, Akbar & Birbal and Amar Chitra Katha? These are titles of emotion-invoking Indian comics, which would lead some to being nostalgic, others to excitement, and still others to sighing with boredom. Comics and reading per se as a habit is supposed to be an integral part of every child’s growing years. However, with the advent of technology ‘traditional’ methods of reading are being replaced by the Internet, cellular phones and the convergence of these technologies as well. People across age groups opt for the digital mode of reading since these advanced technologies offer simple and less expensive access to a wide digital library. The ever-evolving technology has adversely affected the print & publishing sector over a period of time, however, despite the dwindling growth in the sector, IQ Analysts have observed that a miniscule segment - comics - has managed to retain its attraction. Although in terms of value the segment is very small, it still holds the attention of a section which we doubt will ever perish.
Going back in time, the Indian comics segment experienced a drop during the previous two decades i.e. late 1980’s to early 2000s due to the introduction and quick adaptation of technology. This drew people from all age groups towards it, thus showing a paradigm shift from the most traditional way of relaxation i.e. reading to indulging more in versions of technology i.e. Internet, mobile etc. However, since the past few years, the Indian comics segment has shown gradual signs of recovery and revival from its lean phase. Various factors have attributed to this retracted trend. Due to hectic lifestyles, parents are unable to bond with their children. To resolve this issue, many therapists recommend reading stories/books to children as one way of strengthening parent-child relationships. Further, they are of the opinion that Indian mythology and affinity towards one’s mother tongue can be well introduced to children through story reading, with pictures for reference. Thus, recent times have seen parents promote the habit of reading comics by involving themselves in the comic-reading activity along with their children. Also, with technology becoming a part of life, the curiosity and excitement surrounding it has become stagnant. Moreover, foreign characters have also attributed to the success of many superheroes and comic characters like Spiderman, Harry Potter and Shinshan in developing countries – thus increasing the zeal and excitement among children to read comics based on them. This sentiment is supported by the estimates provided by the Indian comic’s industry players. According to the industry players, in 2007 the approximate INR 90-100 crore sector is expected to grow in the range of 10-20 percent in the foreseeable future.
Another indicator of the potential in the comics sector is reflected in a recent partnership between two Indian entities – television channel, Star One and book publisher and distributor, Prakash Books India Pvt. Ltd., which launched comics based on the most popular serials aired on the channel; for e.g, Sarabhai vs Sarabhai (a popular comedy sitcom). Here, the convergence of two channels of media i.e. television and print is utilised to increase visibility and brand value recall as well. The added boost to this industry has been observed with the arrival of international publishers, in April 2009, The Walt Disney Company’s Indian subsidiary, through its division – Disney Publishing Worldwide (India), announced a licensing agreement with local publisher, Junior Diamond to publish Disney comic books in English and Hindi. According to the company representative, every month the company will be printing 50,000 copies for two characters Mickey Mouse and Donald Duck and launch two titles under Mickey and Donald, respectively per month.
Although the mention of the comics evokes thoughts of a dying industry, on the backdrop of the recent momentum, the Indian comic industry players can take solace from the fact that someone’s still reading!
Going back in time, the Indian comics segment experienced a drop during the previous two decades i.e. late 1980’s to early 2000s due to the introduction and quick adaptation of technology. This drew people from all age groups towards it, thus showing a paradigm shift from the most traditional way of relaxation i.e. reading to indulging more in versions of technology i.e. Internet, mobile etc. However, since the past few years, the Indian comics segment has shown gradual signs of recovery and revival from its lean phase. Various factors have attributed to this retracted trend. Due to hectic lifestyles, parents are unable to bond with their children. To resolve this issue, many therapists recommend reading stories/books to children as one way of strengthening parent-child relationships. Further, they are of the opinion that Indian mythology and affinity towards one’s mother tongue can be well introduced to children through story reading, with pictures for reference. Thus, recent times have seen parents promote the habit of reading comics by involving themselves in the comic-reading activity along with their children. Also, with technology becoming a part of life, the curiosity and excitement surrounding it has become stagnant. Moreover, foreign characters have also attributed to the success of many superheroes and comic characters like Spiderman, Harry Potter and Shinshan in developing countries – thus increasing the zeal and excitement among children to read comics based on them. This sentiment is supported by the estimates provided by the Indian comic’s industry players. According to the industry players, in 2007 the approximate INR 90-100 crore sector is expected to grow in the range of 10-20 percent in the foreseeable future.
Another indicator of the potential in the comics sector is reflected in a recent partnership between two Indian entities – television channel, Star One and book publisher and distributor, Prakash Books India Pvt. Ltd., which launched comics based on the most popular serials aired on the channel; for e.g, Sarabhai vs Sarabhai (a popular comedy sitcom). Here, the convergence of two channels of media i.e. television and print is utilised to increase visibility and brand value recall as well. The added boost to this industry has been observed with the arrival of international publishers, in April 2009, The Walt Disney Company’s Indian subsidiary, through its division – Disney Publishing Worldwide (India), announced a licensing agreement with local publisher, Junior Diamond to publish Disney comic books in English and Hindi. According to the company representative, every month the company will be printing 50,000 copies for two characters Mickey Mouse and Donald Duck and launch two titles under Mickey and Donald, respectively per month.
Although the mention of the comics evokes thoughts of a dying industry, on the backdrop of the recent momentum, the Indian comic industry players can take solace from the fact that someone’s still reading!
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