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Mumbai, Mar 25 (UNI) The biggest challenge before the Indian entertainment and media industry is to scale up and become globally relevant, FICCI president and MP Rajeev Chandrasekhar said today.

Addressing the inaugural session of the FICCI-FRAMES, annual convention on the business of Indian entertainment and media (E&M) here, he said the Indian E&M industry has also to be in sync with the capital markets and consumers of all over the world. ''The Indian E&M today had reached a point of critical mass from its early goals of nine years ago'' he said, adding that this Industry is poised to achieve the scale and size, required to be global in terms of its value and presence.

He said that scaling up, for entrepreneurial companies is not a trivial task. It requires a mind set and approach that is quite different from the proprietary approach used for running companies.

''I look forward to the day, when just like we have names such as Infosys and TCS in Infotech and Software services and Reliance and Airtel in Telecom services, we can also have entertainment industry names and brands that are globally relevant,'' Mr Chandrashekhar said.

He said the biggest challenge to scaling up Entertainment Industry was the issue of human assets. The government, he said, must look into this issue and start new institutes in the country or engage into partnerships with neighbouring institutions.

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