Campaign India's next webinar will witness industry leaders debating the future of production houses in India.
The West has already tilted in favour of agency owned production houses (AOPH). In countries like the US and France, it's estimated that more than 70 per cent of film production is done by the AOPH. In India, it's exactly the opposite. ASAP executives claim that their members are responsible for more than 90 per cent of the films made by the ad industry.
But the scenario is changing. In recent times, as ad agencies find the creative services pie shrinking, the problem has got worse for independent film production houses. Will production houses go out of business? Or is there space for everyone in the Indian ecosystem to co-exist?