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Democratizing Technology in the AVGC-XR Sector: Taking India Global, at FICCI FRAMES 2024

FICCI FRAMES, an esteemed 3-day event for the Media and Entertainment Industry, held from the 5th to 7th of March of 2024, stands as a pivotal platform for industry stakeholders to converge, brainstorm on sector-related issues, and devise innovative solutions. With a rich legacy spanning 24 years, FICCI FRAMES has been instrumental in facilitating discussions on policy reforms, showcasing cutting-edge technologies, and fostering global networking opportunities.


The event this year as well was graced by the presence of prominent members of industry, government, and academia. Some of the esteemed guests were Shri Sanjay Jaju, Secretary, Ministry of Information & Broadcasting, Government of India, Shri Atul Kumar Tiwari, Secretary, MSDE, Govt of India Smt. Neerja Sekhar, Additional Secretary, Ministry of Information and Broadcasting, Mr Anoop Ambika, Chief Executive Officer, Kerala Startup Mission, Ms. Arti Dogra, Secretary, IT & Communication Department, Rajasthan, Mr. Arjun Sarode, COO, IMAGE, , Shri Subhash Ghai, Renowned Filmmaker & Educationist and Founder & Chairman, Whistling Woods International, Ms. Rani Mukerji Indian Actress, Ms. Ekta Kapoor, Indian Producer and Managing Director, Balaji Telefilms Pvt. Ltd., Mr. Imtiaz Ali, Indian Director and Producer, Mr. Ayushman Khurana, Indian Actor, Ms. Aradhana Bhola, Managing Director, Fremantle India, Ms. Aparna Purohit, Head of India & SEA Originals, Amazon Prime Video, Ms. Richa Chadha, Indian Actress, etc.


One of the highlights of the event is FICCI LEAP. LEAP, that is, leveraging education and accelerating progress, is a platform initiated by FICCI, dedicated to formalizing the Media and Entertainment curriculum within the education system. By bringing together policymakers and industry-academia stakeholders, LEAP aims to address pertinent issues and mechanisms for integrating media and entertainment education at various levels.


LEAP was scheduled on the third day of the event. On that day a panel discussion to shed light on India's potential to emerge as a global leader in Animation, Visual Effects, Gaming, Comics, and Extended Reality (AVGC-XR) technology was also held. Despite facing challenges such as high costs and dependence on foreign technology, the panelists emphasized key strategies for overcoming these barriers. These strategies included focusing on India-centric content creation, investing in local research and development, and highlighting products available for the Indian students, and industry.


The esteemed panel, moderated by Mr. Shravan Shetty, MD of Primus Partners, featured industry leaders such as Ms. Kanchan Bhalla from Autodesk, Mr. Guru Vaidya from Adobe, Mr. Vikas Purohit from Meta, Mr. Ravi Velhal from Intel Research, and Mr. RK Chand from The Mill India. Their insights underscored the importance of collaboration between industry, government, and academia to realize India's potential in the global AVGC-XR market.