State working on new AVGC-XR policy, aims to attract Hollywood studios

Andhra Pradesh government aims to become a global AVGC-XR hub by introducing a policy to attract industry players.

In a move to position itself as a global hub for digital creativity, the State government is working on introducing the AVGC-XR (animation, visual effects, gaming, comics, and extended reality) policy to unlock its potential in the $531 billion global industry by 2030. If implemented effectively, it will position the State alongside Maharashtra (Mumbai & Pune), Karnataka (Bengaluru), Telangana (Hyderabad), and Madhya Pradesh leaders in the AVGC-XR landscape in India. If implemented correctly, the State will be able to attract Hollywood studios to outsource technical components of their production to the State.

Representatives from APDTI Network and the Andhra Pradesh Vfx Animation Gaming Association have already met with State officials to highlight the critical need for this unique AVGC-XR policy.

A senior official at the Secretariat told The Hindu: “To harness the potential of the youth of our State, the government is currently considering the possibility of introducing this new AVGC-XR policy like an IT policy. A formal meeting was held with stakeholders, including entrepreneurs, for their suggestions. The draft is almost ready. We are likely to hold a workshop with stakeholders from these sectors. After corrections and feedback, we will formally announce the policy.”

APDTI Network Director, Sreedhar Kosaraju one of the representatives who held discussion with the government on the policy to attract global players (studios, hardware manufacturers, research and development centres), said, “The policy aims to attract AVGC-XR companies to the State, increase local employment opportunities, retain creative talent (currently migrating to Hyderabad and Bengaluru), and strengthen AP’s media and entertainment ecosystem.”

Presently, 15% of AVGC-XR CEOs in India are from Andhra Pradesh, and thousands of Andhra-origin professionals power top studios across India, including those working in the AVGC industry in Hyderabad.

Mr. Sreedhar Kosaraju said: “Our State is competitive as it has a 30-40% cost advantage over Hyderabad and Bengaluru. If the government implements the policy perfectly, we will work to retain indigenous talent.” Additionally, we have urged the government to prioritise the creation of an AVGC/gaming corridor in Visakhapatnam to accelerate this growth. We have also sought subsidies on infrastructure for this sector as the setup is costlier than the infrastructure required by IT companies,” Sreedhar opined.