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"We were the first to pioneer original animation programming in India and we intend to carry that forward." 1 -P. Jayakumar, CEO, Toonz Animation India Pvt Ltd, in 2005. "Even if 100 studios more were to open in India, I wouldn't dub them as competitors as there is a lot of demand and work for all." 2 - Riyaz Babu, CEO, Pentamedia Graphics3 , in 2005. IntroductionIn April 2006, Toonz Animation India Pvt Ltd (Toonz), a major Indian animation studio, and Percept Picture Company (PPC)4 , announced that they were planning to release the movie Hanuman II in late 2007.
Toonz gradually gained a reputation for high-quality work. In 2002, it even figured among the'Top Ten Studios to Watch' in the Animation Magazine6. However, the top management at Toonz was aware that the greatest opportunity for growth lay in creating original content and not in doing outsourced work.
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1] "Animated discussions," www.asiapacificdirect.com.au, December 2005.
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