The Indian film industry produces over 1600 movies in various Indian languages annually. In 2013, it ranked first in terms of the number of films produced over a year and thereby plays an important part in the contribution towards the Indian economy. A lot went behind the making of Indian cinema the way it is today. Every year several aspiring talents aim to be a part of this magnanimous industry. People from across towns, cities and even countries try their luck in the Indian film industry and aspire to fulfill their dreams of becoming celebrities. In the past, traditional methods for talent searching were used that rendered promising talent from tier 2 & 3 markets as well as across borders unaware regarding upcoming casting requirements, let alone audition for them.
Digital overpowers traditional
Such a dynamic industry needs a transparent and secure system to help bring emerging actors to the forefront; a system that could be a mediator between the aspirants, casting directors and filmmakers. Given the competitive nature of the industry, various means of entertainment such as web series, films, television commercials, television shows, etc. are being churned out on a regular basis thus opening several opportunities for aspiring actors across the globe. However, earlier since there was not much exposure to the usage and benefits of technology in this space, such opportunities would not reach a larger set of audience, thus confining it to the walls of the respective city.
In the recent years, India has become a digital savvy nation. The benefits of technology and its various means of reliability have helped pave the path, leading to a connected world. With the steady use of technology, the digital industry has marked an increased presence across sectors including IT, banking, transport, films, television and music among others. Digitization, has created a boom in the entertainment industry with the introduction of OTT platforms, video-on demand and music streaming apps. The idea of entertainment on the go has caught the fancy of many. With the fast-moving nature of the entertainment industry and increased internet connectivity, traditional means of communication and consuming entertainment has evolved and paved way for digital growth.
In a bid to simplify the film industry’s complexities the digitization of the industry is a necessity. Actors are the core of this industry along with a solid support system including technicians, writers, playbacks, musicians, etc. and each plays a key role in creating a successful venture. With over 1600 films being produced every year across genres, finding a right artist at the right
time with skills matching to the genre is a very important aspect. With the digital intervention, this demand and supply has been filled successfully, which helps connect the actor and the director through a seamless and secure system while also saving time.
Digitization of the entertainment industry
Over the years, technological advancements have replaced traditional means with progressive means. Radio, from being an antenna based system more than a decade ago has made its way into mobile handsets in the form of an app. This provided users easy access to entertainment without having the need to carry an additional device. Gradually, now with the growth in the digital space, more radio networks are going digital. Music, considered a common language to communicate across geographies and demographs, has made its transition from Vinyl to audiotapes, music players, CDs, pen drives, the Internet and now directly on the mobile via music apps.
The road ahead
Likewise, the increase in technological transformations, and the various benefits that digital platforms bring along with, has added to the digital push in the country. Being a safe, secure, transparent, hassle free medium, digital is becoming the next big thing in terms of garnering a wider reach, reliability and ease of access to both parties. It only remains to be seen whether this trend will further broaden its horizons in the years to come or its accountability will fade.
Authored by Kartikaye Jhalani, Director, Actorapply.com