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Tag: IPL

  • BSA & Hercules official bicycle sponsor for Chennai Super Kings

    BSA & Hercules official bicycle sponsor for Chennai Super Kings

    NEW DELHI: TI Cycles of India, one of the leading bicycle manufacturers and part of the Rs.159.07 billion Murugappa Group, today announced their tie-up with Chennai Super Kings through their brands BSA & Hercules as their official bicycle sponsor.

    At a press conference in Chennai, TI Cycles of India and BSA Motors senior VP- sales and marketing Arun Alagappan handed over a message board comprising encouraging messages from consumers from around Tamil Nadu and the employees of TI Cycles to Mahendra Singh Dhoni (captain of India and Chennai Super Kings) reiterating TI Cycles’ support towards the Chennai Super Kings.

    Commenting on the occasion, Alagappan said, “The BSA and Hercules brands have always been synonymous with the world of sports. It is to this effect that we are glad to be associated with the Chennai Super Kings and emphasize our support towards them in this year’s IPL. Dhoni has had a magnificent run in the World Cup 2011 and we are looking for him to recreate magic with the Chennai Super Kings this time as well.”

  • IPL: Consumer connect initiative ‘Godrej Power Play’ announced

    IPL: Consumer connect initiative ‘Godrej Power Play’ announced

    BANGALORE: Godrej today announced a nation-wide consumer connect initiative through the fourth season of the Indian Player League (IPL, IPL-4) – the ‘Godrej Power Play‘, an initiative that could be the largest from the Group so far since it started brand re-building three years ago.

    Says Godrej Consumer Products Executive VP Tarun Arora, “Godrej, ever since its re-launch in April 2008 under the ethos of Brighter Living, has been in the forefront of launching powerful initiatives to engage and delight our consumers. We are happy to bring in ‘Godrej Power Play‘, wherein Godrej becomes the nation‘s first brand to foray into mass multi-category loyalty cutting across all types of consumers and 90 plus product/brand lines. ‘Godrej Power Play‘ allows consumers to participate in the thrill of the IPL by creating their own cricket teams, exchanging players, winning awesome awards while creating a lifestyle of their own using Godrej products‘ in the process as they play along the duration of the IPL-4 season.”

    Consumers of over 200 Godrej products across 90 product categories (including booking amounts for select Godrej Realty projects) will be able to take part in the ‘Godrej Power Play‘.

    Arora added, “The brand equity of the master brand Godrej has been exceeding all our internal benchmarks since our re-launch. Our mass media communications plans are being worked out for the ‘Godrej Power Play initiative‘. The campaign will be across all mediums including print televisions, points of purchase, on the products, internet, social media, communities, etc. We have also tied up with two of the IPL teams – Mumbai Indians (MI) and Kolkata Knight Riders (KKR) for amplification of the ‘Godrej Power Play‘ initiative.”

    “While our television plans are being worked out, I am sure that we will be present on most GEC channels-national as well as regional and a few news channels, maybe a few lifestyle channels. The plans should be finalized by the tenth or eleventh of this month,” revealed Arora to www,indiantelevision.com.

    The creative work for this campaign is being done by JWT and the media buying is through Madison.

    Both -the ‘Godrej Power Play‘ and the mass media campaign begin with the commencement of IPL4 on 14 April. Participating in the ‘Godrej Power Play‘ is simple-when a consumer buys a Godrej product from categories ranging from soaps to furniture to white goods, he has to send an SMS or call up 09167500100 or log onto www.godrejpowerplay.com and get the name of the cricketer for every distinct product along with value assigned to the cricketer, while creating a virtual bank balance.

    Godrej has involved the Fantasy Cricket League for assigning ratings to each IPL player. The cricketer‘s value increases based on his performances during the IPL. Various prizes, including weekly prizes and a mega -prize – A trip to London to visit Lord‘s Cricket Ground along with a cricket guru for company to watch India play England.

     

  • Kings XI Punjab renews association with ACC for IPL 4.0

    Kings XI Punjab renews association with ACC for IPL 4.0

    MUMBAI:Indian Premier League (IPL) franchise Kings XI Punjab today renewed its association with cement manufacturer (ACC) as their Official Team Partner for the IPL season 4.

    ACC‘s renewal reposes the sponsor‘s faith in brand Kings XI Punjab.
     
    Kings XI Punjab COO Col. Arvinder Singh said, “We are pleased to continue our relationship with ACC Ltd as our Official Team Partner for the second year in a row. Both our companies share common values and we are excited about the joint initiatives that we propose to undertake in our catchment area which we shall soon announce.”

    ACC‘s association with Kings XI Punjab also marks the company‘s re-association with cricket after the last season.

    ACC will run a number of promotions during the IPL season. In
    addition, ACC also would have its brand presence in stadia in the form of Perimeter boards, ad spots on the big screen placards, etc.
     
    ACC director sales – North Joydeep Mukherjee said, “I am delighted, that our association with Kings XI Punjab continues for the second year. The format of Indian Premier League allows us to associate with the most popular sport in India and gives us a wide scope of running innovative activities around consumers, channel and employees.”
     
    ACC would be using this association to build stronger bonds with the masses of Punjab and HP and in particular, with its channel partners.
     

  • Floriana Group is Rajasthan Royals team sponsor

    Floriana Group is Rajasthan Royals team sponsor

    MUMBAI: Indian Premier League (IPL) franchise Rajasthan Royals today launched their team‘s new jersey and welcomed Floriana Group as team sponsor and HDFC Life as the principal associate team sponsor for IPL4.

    Rajasthan Royals CMO Raghu Iyer said that the deal with Floriana is for one year, with an option to renew.

    With this, the franchise takes the number of sponsors and partners to 17.
     
    As had been reported earlier by Indiantelevision.com, the franchise is targetting revenue growth of 25 per cent.

    Designed by Puma, which is the franchises‘ official kitting partner, this year‘s jersey is the lightest among the ones used in all the past three IPL seasons. Made with Polyester and lightweight mesh back, the jerseys are made to give high breathability in soaring temperatures. With uniquely styled names and numbers inscribed in Dazzel gold, the royal blue jerseys have cut and sew panels with Dazzel inserts.

    “We are proud that a company (Floriana) that has not been present in this sport, has chosen us as a platform.” Kundra said, “We are eagerly looking forward to the season ahead and would like to welcome Floriana Group and HDFC life on board with us.” 
     
    Shilpa Shetty Kundra, a co-owner of the franchise, unveiled the jersey and presented it to the sponsors Floriana chairman Sanjay Jain and HDFC life executive VP and marketing head and direct sales Sanjay Tripathi.

    Tripathi said, “The fact that we are joining hands with Rajasthan Royals for the third consecutive year provides enough evidence of our trust in the franchise. This year we will be seen in our new logo on the back of every RR player. Our association with Rajasthan Royals is aimed at bringing to the fore our common values – self respect or living life with head held high.” 
     
    Rajasthan Royals will play their first IPL match on 9 April in Hyderabad and the first home game in Jaipur on 12 April against Delhi Daredevils.
     

  • WC win could boost India ODI rates by 20 per cent

    WC win could boost India ODI rates by 20 per cent

    MUMBAI: With Dhoni‘s men being crowned World Champions, the cricket economy is set for an upward swing as India has a heavy calendar this year.

    ODIs stand to benefit the most, with some experts forecasting ad rates on live telecast to be 20 per cent more than normal times for the succeeding two series.

    “Advertisers will want to ride the current wave. This will be the reverse of what happened in 2007 when the cricket economy collapsed for a bit after India suffered an early exit. Advertisers now might devote more of their budget towards cricket,” says a sports marketing expert who did not want his name to be revealed.
     
    In a cricket heavy year, India plays around 20 ODIs till January 2012.

    The India tour of England on ESPN Star Sports is expected to get a lift due to the good timing. “The West Indies series (on Ten cricket) might not see that much of a gain as the timing is an issue. Once these get over, the monies spent thereafter will depend on India‘s performance. But for the next two to three series, advertisers will approach sports channels wanting to be a part of the momentum,” says a media buyer.
     
    Interestingly, India will play both home and away series against West Indies and England.

    While there is a series every month, there will be clients who advertise due to competitive pressure. “The good news is that so far we have not seen any signs of viewer fatigue. I don‘t see this being an issue unless India‘s performance dips sharply,” the media buyer adds.
     
    Another media buyer notes that more advertisers might come into the sport over the next few months. “There will be a premium paid here and there. At the same time, it is not that clients will stop spending on other genres,” she says.

    She notes that for brands involved with the World Cup, there has been a big rub off in terms of brand loyalty and perception.

    “The performance has been spectacular. Companies in categories like telecom already do a lot around cricket. This will continue. In some cases, this could intensify,” she says.

    One company that should benefit in a big way is Sony. It used Dhoni in its ads and also was a top advertiser on ESPN Star Sports.

    Will Multi Screen Media (MSM), the IPL‘s official broadcaster, gain from the World Cup victory?

    “There will be no impact as MSM has pre-sold the IPL. We expect the Champions Twenty20 League later this year not to benefit much from the World Cup as ratings have been low,” says a media buyer.
     

  • Gulf Oil partners with IPL franchise Chennai Super Kings

    Gulf Oil partners with IPL franchise Chennai Super Kings

    MUMBAI: Gulf Oil Corporation, a Hinduja Group company, today announced their alliance with Indian Premier League (IPL) Chennai Super Kings as the ‘Official Team Partner‘ in continuation of its association with IPL over the past two years.

    This association is a part of the brand‘s increased focus on youth through sports marketing, including cricket and motorsport to augment its market share in India.

    Gulf Oil said the team commands respect and admiration for their performance and their sportsmanship spirit. Chennai Super Kings won the IPL in the third season and the Champions Twenty20 League under MS Dhoni.

    Chennai Super Kings has been rated as the “Most Valuable Team” in Indian Premier League (IPL) in 2010, Gulf Oil said, adding that this association “is a strategic move to increase the brand‘s market share in South and on a macro perspective to enhance the brand image”.

    The Gulf logo – the Orange disc – will be on the right chest of the CSK jersey and the partnership will entail a series of marketing activations and advertising campaigns to promote the brand‘s values.

    Lubes Business India president Ravi Chawla said, “With this partnership with Chennai Super Kings, Gulf Oil, which has a long and distinguished history with motor sports in India and abroad, has reiterated its strategic focus on the youth TG and cricket as a brand building tool in India. We have witnessed direct and measurable impact of our association with IPL in the last two seasons and look forward to leveraging our association and build a strong relationship with our consumers, B2B customers and trade partners.

    “Gulf Oil is an internationally recognized brand and is present in over 100 countries. IPL offers us an ideal platform for increasing visibility both within India and in markets like Middle East, Sri Lanka, UK, Australia & other cricket playing nations across the world .The key objective would to connect with the cricket loving enthusiasts using this exciting and entertaining cricket platform.”

    As Official Team Partner, Gulf Oil will be entitled to benefits including having its famous ‘Orange Disc‘ Gulf Oil logo on the team jerseys. The brand will also have significant in-stadia presence during Chennai Super Kings matches in the form of board branding, placards, branding on cheer leader podium and seats in designated stand.

    The company has launched a slew of consumer & trade promotions across India to capitalise on this association. This includes schemes like “Gulf kharido Match Dekho” for the influencers for its products and a sequel of its immensely popular consumer promotion last year – Gulf “King of the Road” offer for consumers.

    The company is also planning to offer an opportunity to its customers to interact with the members of the Chennai Super Kings team through a promotion called “Gulf Ka Superking” which will be run in select cities.

    India Cements marketing head Rakesh Singh said, “Gulf is a cult brand and has a tremendously rich history. Over the last few seasons of IPL, they have integrated the platform extremely well with their marketing strategy and have benefited the brand as well the teams they have associated with. We are excited to have them as our long term sponsors and are sure that association will be synergistic for both Gulf as well as CSK.”

     

  • ‘We share cordial relations with the BCCI’ : Kings XI Punjab co-owner Mohit Burman

    ‘We share cordial relations with the BCCI’ : Kings XI Punjab co-owner Mohit Burman

    Amid controversies surrounding shareholding issues and a termination notice from the BCCI, the spirit of Kings XI Punjab hasn‘t dampened. The Indian Premier League franchise expects to break-even this year as it targets a 15–20 per cent increase from all revenue channels.

     

    Though the drama off the field and the court proceedings caused damage to the brand, Kings XI Punjab has fought back and managed to retain four of its existing sponsors.

     

    In an interview with Indiantelevision.com’s Ashwin Pinto, Kings XI Punjab co-owner Mohit Burman talks about the hard times the franchise had to go through while staying on course to turn profitable.

     

    Excerpts:

    The BCCI had terminated its IPL contract with Kings XI Punjab and now the team is back. What is the current relationship with the BCCI?
    We share cordial relations with the BCCI. After all, it is in both our interests to run the league smoothly.

    What was the argument that you made in court over the BCCI‘s abrupt termination?
    The BCCI had a certain opinion about the shareholding structure of the company, which was factually incorrect. The court in its interim order has accepted our position on the issue.

    Amid all the controversies including the one for overseas broadcast rights, are you concerned that the IPL‘s brand value might take a hit?
    Brand IPL has only been growing these past three years. We believe that this will further grow with each passing season.

    Does the BCCI need to adopt a more inclusive approach and involve franchises when it takes big decisions?
    The BCCI and franchisees form the IPL. Hence, it is only right that both engage with each other in the best interests of the league.

    There are now 74 matches as opposed to 94 envisioned earlier. What impact will this have on your revenue?
    Each franchise shall still play 14 games at the league stage. I do not, therefore, see any great impact on revenues. We are confident of breaking even this year.
    ‘Though there are 74 matches as opposed to 94 envisioned earlier, there will not be any great impact on revenues. Each franchise shall still play 14 games at the league stage. We are confident of breaking even this year‘

    Some feel that the BCCI should not have added two new franchises. Do you agree?
    I don‘t see 10 teams as problem. It was always known that two new teams would be added in 2010.

     

    Yuvraj and Mahela are match winners in their own right and we did try to bring both of them back into our team. But after a point, the costs for individual players affect the composition of the team. At the end of the day, one has to formulate a team vis a vis spending the bulk of our purse on individual players. We have added 12 uncapped players including Nitin Saini, Sunny Singh, Siddharth Chitnis and Paul Valthaty.

    How would you describe the progress that Kings XI Punjab has made over the past three seasons of the IPL?
    We have come a long way since the first auction when nobody was sure if this format would work at all. Over the past three years, we have seen a number of ups and downs.
    The first season was a good season for us from a cricketing perspective as we reached the semifinal, but then we slipped and our performance has been below par in the last two seasons. But with the learning’s from the previous seasons, we have now worked out a very balanced cricket team under an IPL winning captain – Adam Gilchrist. We strongly believe that our new team has the potential to win the IPL and make all our fans and supporters very proud of us. With three seasons behind us, we have only learnt more and understood how the business of sport and entertainment works. We are now in a better position to plan and execute effectively with clear objectives.

    What have the key learnings been?
    The IPL is a very interesting product as its gets cricketers from across cultures who have always played against each other but are now playing in the same team. Hence, we have realised that the success of the team depends on how well the team gels together and plays as one unit while understanding each other’s limitations and strengths.

     

    From a brand perspective, IPL team fans were initially excited about the cricket stars in each team. However with our efforts over the last few years and even going forward, we are trying to position Kings XI Punjab as the prime product and have the fans support the team rather than the stars in it.

     

    Over the last three seasons, we have had partners who have stood by us and believed in brand Kings XI Punjab. For the coming season, we have renewed four of our partners (Emirates is the Title sponsor while Reebok is the Official Apparel Partner, USL is Official Games for Challenge Partner and Wrigley is the Official Chewing Gum) as we believe that long term associations is where the value in sport sponsorship lies.

    How hard has it been to get the sponsors on board after all the controversies Kings XI Punjab went through?
    It is fair to say that the happenings off the field initially had an effect on the perception of the sponsors to a certain extent.

     

    However, the fact that four of our existing sponsors have signed again with us should indicate the trust and faith that sponsors have in us as a franchise and the value that they see in associating with us. You shall soon hear of many more sponsors coming on board with us for the coming seasons.

    Is it just money that you are looking for or are there other parameters?
    We are a group of friends who invested in this venture as all of us are passionate about sport in general and cricket in particular. We also saw value in this model as a business proposition.

    What revenue growth are you eyeing this year?
    We are looking at a 15–20 per cent increase on all revenue channels across the board.

    Two new franchises means more clutter for advertisers. How do you see things playing out in terms of brand recall?
    All the teams are assigned Catchment Areas and Bases. This should take care of the brand recall to an extent. We have invested time, effort and money into building brand loyalty,
    which is the hallmark of our franchise. We value our association with our fans and are grateful to them for standing solidly behind the franchise at all times.

     

    It is also very important to realise that sponsors come into the IPL market with their own set of objectives and plans. Some brands use this platform just as a branding exercise while others rely on activities around the team and players.

     

    The TRPs of the IPL in the past three years have been more than impressive as it is the biggest sporting property in the country.

    What initiatives are you planning for to build fan connect this year?
    We are looking at increasing our fan base by conducting activities for the Lion‘s Den, which is our Fan Club. These would be online through our website and on ground activities in our catchment areas of Punjab, Haryana, HP and J&K.

     

    Fans can win tickets, merchandise and also get to meet and train with the team. You will see all this happening in the lead time to the season and even during the off season.
    In the past you have been careful about marketing expenses due to the economic climate. Will these expenses be reduced further this year?
    We have budgeted for what is required to meet our marketing objectives.

    What strategy are you looking at to build the licensing and merchandising side of the business?
    The licensing and merchandising market is still at a nascent stage in India. Unlike a traditional and regular licensing and merchandising programme, we have had to create a plan according to the market needs.

     

    While we have licensed our team kit to Reebok, we have also identified other partners for sole merchandising. We have signed up a specialist partner who shall represent us in the licensing space. We shall be making announcements about the same in the days to come.
    Is Kings XI Punjab looking for a CEO?
    We are not looking for a CEO. Arvinder Singh heads the management team as the COO.

    Are you interested in being involved in other sports?
    The IPL has changed the way sport is successfully run in India and as part of the IPL, we are in a good position to help develop other sports.

     

    We have always said that we are a community-driven team and one of our core objectives is to give back to sports. Hence, as and when feasible and excitable projects come along, we shall take a call at that time.
  • Volkswagen launches the Vento IPL Edition

    Volkswagen launches the Vento IPL Edition

    MUMBAI: Volkswagen has launched a special edition of its popular model, the Vento, coinciding with Season four and five of the Indian Premier League (IPL).

    The Vento IPL Edition will be the first such model to be introduced in the Indian market. The cars will go on sale from the first week of April.

    The Vento IPL edition has various features such as colour touchscreen multimedia player, navigation system and other specially branded accessories. The car is available for Rs 724,000 (ex-showroom) in New Delhi.

    Said member of board and director Volkswagen passenger cars, Volkswagen group sales India Neeraj Garg, “The award winning Vento was specially designed for the Indian customer and has become very popular since its launch last September, hence, the perfect choice for an action model for this market. The Vento IPL Edition adds to our existing line-up as we continue to strive to give our customers innovations and at the same time value for money in our products.”

    Volkswagen group sales head of marketing and PR Lutz Kothe added, “Globally Volkswagen introduces special editions which have been very successful. The IPL edition is our first step towards a similar initiative. We will be adopting a complete synergetic marketing approach during the IPL to reach out to our customers across our carline.”

  • Mumbai Indians gets Hero Honda as new team sponsor

    Mumbai Indians gets Hero Honda as new team sponsor

    MUMBAI: Hero Honda Motors, the largest two-wheeler manufacturer, has come on board as the new team sponsor for the Mumbai Indians (MI), the Mumbai franchise of the Indian Premier League (IPL).

    The company said in a statement that the agreement between Hero Honda and Mumbai Indians is the largest sponsorship agreement in the history of IPL for any franchisee.

    Beginning with the fourth edition of the IPL, Mumbai Indians team jersey will sport Hero Honda logo on the front. Additionally, Hero Honda brand will bring its saliency to the field as well as on-ground activation.

    “Mumbai Indians had an exciting journey in the past seasons of IPL and have established a distinguished brand of cricket, with the largest IPL fan base across the world. We are happy to partner with Hero Honda, one of the most iconic brands in the automobile space. With our new partner, and inspiring additions to the MI family, we look forward to recreate the magic with Desh Ki Dhadkan hum duniya hila denge,” Mumbai Indians spokesperson said in a statement.

    Hero Honda spokesperson said, “As in every other sphere of our sports-related initiatives, we keep looking for new and exciting opportunities to bring joy and cheer to the fans. In keeping with this spirit, we have joined hands with the Mumbai Indians – the most exciting IPL team with its impressive line-up of cricketing stars. It’s been home to a world class team which stands for determination, commitment, team spirit and a professional approach. We have been associated with IPL right from the beginning and we are very excited about our partnership with Mumbai Indians.”

  • ‘Our aim is to see that India is a top 5 market for us in 2 years’ : Sony chairman, CEO and president Sir Howard

    ‘Our aim is to see that India is a top 5 market for us in 2 years’ : Sony chairman, CEO and president Sir Howard

     

    Sony Corporation expects India to be among its top five markets by sales in the next two years.

     

    Betting big on 3D, Sony chairman, CEO and president Sir Howard Stringer is targeting 30 per cent of its India sales to come from 3D products by 2012.

     

    The first non-Japanese head of Sony feels that the company needs to improve its broadcasting business in India and build synergies across all its verticals.

     

    Stringer was in Mumbai to inaugurate Sony Media Technology Centre (SMTC) in association with Whistling Woods International (WWI), Indiantelevision.com‘s Ashwin Pinto unravels Stringer‘s plans in India.

     

    Excerpts:

    India only forms three per cent of Sony‘s global sales of around $88 billion. How do you explain this, given the large consumer base here?
    While this is true, our aim is to see that India is a top five market for us in the next two years. Year on year we have experienced a 50 per cent growth in turnover. Our commitment is to establish a strong brand here.

     

    We were not quick to come here with all the facets of our business. Twelve years back, India was not a focus market for us. You have to remember that our television sets have premium margins; they are expensive.

     

    Now as India‘s economy has grown, Indian consumers are getting aspirational for our products. You can only be as big as the market is. We expect solid growth in the coming four years.

    Is it fair to say then that India has become very important for Sony?
    Yes! When it comes to entertainment, we love India. We are trying to cash in on our success. We are the No. 1 consumer electronics brand here.

     

    On the television front, we do the IPL. Our film studio has had great success here. Everything that we do works here. The size of the Indian film industry is why India is so important. We have a good relationship here.

     

    A few years back, we started building infrastructure for 3D; digital cinema has helped us grow here and in other markets. Being in this industry is like no other. This is a wonderful business to be in.

    Are you confident that 3D will penetrate here?
    Yes! India will adopt 3D faster due to the size and scale of the film industry. People said that I should not tie my career in with 3D. However, I have never doubted this medium. 3D is not about special effects; it is about capturing the reality around us.

     

    Avatar focused a lot on special effects and the story was secondary. That is why I think that it lost the Best Picture Oscar.

     

    However now what you are seeing is that the technology is being integrated with the storyline. On television, it will be a feature but not everything needs to be in 3D. For instance, you would not want to see Gadaffi in 3D. We have a channel 3D Net. Sony Pictures Imageworks made Alice In Wonderland. 3D is an art form. Sony is home to engineers and film directors working on this technology.

    From a revenue standpoint, what difference is 3D making to Sony?
    It is becoming an important avenue with home video sales declining. You can charge a premium on tickets. Of course, there are films that are not good and so 3D will not work there. However if the product is good, then it offers a premium.

    What content is coming from Sony in 3D?
    The Smurfs is coming in 3D. Spiderman 4 is currently being shot. We are present across the spectrum of 3D. Last year, Hollywood made 40 films in 3D. By 2013, you will see 120 films using this technology. 3D is actually growing faster than HD.
    ‘We were not quick to come to India with all the facets of our business. Now as India‘s economy has grown, Indian consumers are getting aspirational for our products. You can only be as big as the market is. We expect solid growth in the coming four years‘

    What is the size of the 3D market?
    In India, we have a 60 per cent share of 3D related products. Sony‘s target is that 30 per cent of India sales will come from 3D products by 2012.

     

    We launched 3D LCDs last year in India. More 3D capable products will be launched by us, one after the other.

     

    Globally, we are targeting sales of more than $12 billion for the current fiscal from 3D products. This includes consumer and professional products and games.

    There has been criticism that the 3D experience at home is not good. Your views?
    I do not agree. With high quality glasses, 3D becomes a riveting experience. We haven‘t had complaints about our products. The problem, though, is there is a lack of awareness about 3D.

     

    I have seen stores abroad where 3D TV sets are on display, but the glasses are not offered. So the picture is fuzzy and unclear. We test our 3D by seeing how many consumers can view it at a time. 3D is not a fad. At the moment you cannot view 3D glassless, but it will come in at some point in time.

    How did the collaboration with Whistling Woods International come about?
    Through the new initiative, we can learn from each other. This was not a hard choice. We have been impressed by their staff and use of technology.

     

    Whistling Woods International is a mirror of the American Film Institute (AFI), of which I am the chairman. We have a film studio and Whistling Woods International is a great school. We want to create a new world of Indian filmmaking.

     

    The Sony Media Technology Centre (SMTC) is the result of an on-going conversation. It is one of just three facilities we have globally. The others are in Hollywood and in the UK.

     

    The facility will provide a forum for us to offer our latest high definition and 3D technologies. We will be able to share Sony‘s expertise in 3D content creation with aspiring filmmakers and industry professionals. We aim to enhance and develop India‘s entertainment industry by popularising HD and 3D content creation.

    SMTC continues an effort started a year back with the opening of the first Sony 3D Technology Centre in Los Angeles where over a 1000 industry professionals have visited and trained to date.

     

    What is the investment being made here?
    We are investing $4.5 million in this centre. Sony has installed HD and 3D content creation and digital cinema projection equipment in Whistling Woods International. Sony will also provide its knowhow in HD content creation from acquisition to post -production of content. The 3D market will grow and we know that creation of high quality 3D content is essential to this growth.

     

    As a filmmaker ,you have to know what you are doing all the time. That is because your work is out there for everybody to see. India produces more films than any country. Your films are seen in 80-90 countries globally. As you migrate towards the latest technologies and go digital, the Indian film industry will be able to go global. Digital allows you to be both national and international.

    As a filmmaker ,you have to know what you are doing all the time. That is because your work is out there for everybody to see. India produces more films than any country. Your films are seen in 80-90 countries globally. As you migrate towards the latest technologies and go digital, the Indian film industry will be able to go global. Digital allows you to be both national and international.

    SMTC continues an effort started a year back with the opening ofustry professionals have visited and trained to date.

    What is the investment being made here?
    We are investing $4.5 million in this centre. Sony has installed HD and 3D content creation and digital cinema projection equipment in Whistling Woods International. Sony will also provide its knowhow in HD content creation from acquisition to post -production of content. The 3D market will grow and we know that creation of high quality 3D content is essential to this growth.

     

    As a filmmaker ,you have to know what you are doing all the time. That is because your work is out there for everybody to see. India produces more films than any country. Your films are seen in 80-90 countries globally. As you migrate towards the latest technologies and go digital, the Indian film industry will be able to go global. Digital allows you to be both national and international.