AINAKI advises creators to adapt character IP to digital-era audiences
The Indonesian Animation Industry Association (AINAKI) has advised creators to understand audience characteristics and select the appropriate medium when developing character-based intellectual property (IP) amid changing content consumption patterns in the digital era.
AINAKI chairman Daryl Wilson said the shift in content consumption habits, particularly among children, poses a distinct challenge for creators because they now have more screen time options and mediums for accessing content.
“The characteristics of the consumer or user still need to be identified. For example, comics like Doraemon, Naruto and others were strong because of their comic origins first,” Daryl said during a visit to the ANTARA Heritage Center in Jakarta on Tuesday.
“It is indeed a challenge in today’s digital world, especially for today’s children. Because they now have various screen time options and mediums. That is homework,” he said.
According to him, creators still need to understand user characteristics even though the medium of content consumption has changed. He cited characters such as Doraemon and Naruto, which had a strong comic base before expanding into various mediums.
“The type of business that occurs in Japan is a consortium. So creators only focus on producing work, because the business side is handled by an agent. Meanwhile in Indonesia, that does not exist; creators do everything including the business side,” Daryl said.
According to Daryl, the presence of agents can help creators develop IP across various mediums and establish business partnerships, allowing creators to focus more on the creative process.
“If the creator has good business instincts, that might be fine. But not all creators have equally good business instincts,” Daryl said.
He added that representation such as agents can also help creators deal with business and legal aspects, including contract matters, so that IP development can be carried out in a more focused manner.