NEW DELHI, Dec 22: Chief Minister Omar Abdullah emphasized the significance of leveraging south Indian cinema to highlight the picturesque landscapes of Jammu and Kashmir as part of a wider initiative to enhance tourism in the area.
The chief minister also expressed a keen interest in collaborating more with filmmakers from the south Indian cinema sector, which he believes has been somewhat neglected thus far.
“The regions we should concentrate on, where the finances are substantial and the budgets are high, are primarily within the south Indian film industry. For reasons stemming from either arrogance or ignorance, we have purposely overlooked this until now. They possess film budgets of Rs 300-400 crore,” Abdullah shared with PTI in a recent interview.
He noted that the tourism industry would greatly benefit if films showcased the breathtaking beauty of Jammu and Kashmir, recalling Bollywood’s historical association, which he argued has been crucial in positioning the valley as a favored honeymoon destination for many generations of Indians.
According to Abdullah, this approach would achieve a dual objective — not only would it portray the scenic allure of the region in south Indian films, but it would also market Kashmir as an appealing getaway for tourists from south India, who have not typically regarded the valley as a travel destination.
Although an exact figure for the south Indian film industry’s size is elusive, a 2022 report by the Confederation of Indian Industry (CII) estimated its value at approximately Rs 74,900 crore.
The report, titled “Regional is the New National Way Forward for the South India Media and Entertainment Industry,” revealed that the south Indian film industry accounts for 35 percent of the total media and entertainment market share, retaining its significance amidst rapid technological changes.
As per media consultancy Ormax Media, Tollywood — the Telugu film industry — generated about USD 212 million last year, exceeding Bollywood’s revenue of USD 197 million.
Abdullah discussed the potential for promoting Jammu and Kashmir as a top filming location for movies and music videos, which typically have more time for preparation and often feature high budgets.
He also pointed out the lucrative destination wedding market as a major business opportunity at present.
By pursuing these avenues, Abdullah aims to invigorate the tourism sector and present the unmatched beauty of Jammu and Kashmir to a broader audience.
The chief minister mentioned that a proposal has been drafted to introduce new destinations in Kashmir. “We have actually assembled a proposal and are exploring the possibility of obtaining funding from multilateral agencies. (Agencies)
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