Bollywood connects with Hollywood at American Film Market

By Arun Kumar

Washington, Sep 29 (IANS) Some of the top Bollywood production houses will connect with Hollywood at the American Film Market (AFM) 2007 in Santa Monica, California with an unprecedented level of participation from Indian content providers.

Many leading companies from India have confirmed their attendance at this important global marketplace event starting Oct 31, according to the US India Business Alliance (USIBA), a leading business lobby working for increased US and India trade.

Although all participants are not yet finalised, some of India's biggest and best including UTV, Percept, Mukta, Ultra, Kaleidoscope, Time Broadband, Nirvana Motion Pictures have confirmed participation.The global distribution of Indian content has seen dramatic growth over the last several years. Recognising this important trend, the Indian Film and Television Producers Guild is actively participating in AFM 2007 under the National Umbrella Programme with its American Associate, USIBA.

"We are very excited by the Guild's participation at AFM 2007. The media and entertainment sector is a vital part of India's success story. American Film Market is a vital global marketplace for the industry and we will be seeing Indian firms actively participating more every year," said Sanjay Puri, president of USIBA.

USIBA and the Guild are working together to help the entertainment sectors of the two countries leverage their inherent strengths and establish long-term relationships. The AFM is a major fulcrum of the entertainment business for independent motion picture production and distribution.

"We are heartened to note the proactive efforts of the Indian film industry to participate in this largest market for films. It is our endeavour to ensure a successful and productive experience so that the Indian film industry attracts more business not only in the US, but also globally," said Dolly Kapoor, director of Entertainment Industry at the USIBA.

Indian entertainment content is in unprecedented global demand with all signs indicating continued dramatic growth. The Indian film industry not only is making strides in conventional media but they are also embarking on major endeavours involving digital content and delivery.

"The importance and potential of AFM was perhaps not being properly tapped by Indian content providers. The Guild's initiative in collaboration with USIBA for this year's AFM will surely be an eye opener for good things ahead," said Ronnie Screwvala, chief executive officer of UTV and president of the Indian Film and Television Producers Guild.