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Kannada movie industry in India: strategies for survival

Gururaj H. Kidiyoor (Department of Marketing, T.A.Pai Management Institute (TAPMI), Manipal, India)
Prashant V. Yatgiri (Department of Marketing, T.A.Pai Management Institute (TAPMI), Manipal, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 28 July 2017


Subject area


Study level/applicability

This case can be used on a strategic management course in the second year of an MBA programme, any special elective course on the media and entertainment industry and in executive education programmes to demonstrate the application of strategic management concepts and frameworks.

Case overview

The Indian film industry was the largest in the world and the seventh largest in terms of revenue. Significant number of movies were made in languages such as Bengali, Marathi, Telugu, Tamil, Malayalam and Kannada, with Hindi commanding the highest number. The film industry in Karnataka made movies in the Kannada language. The industry was plagued by a host of issues with the industry contributing just 2 per cent of the revenues and box office success rate at just around 25 per cent. The state government had set up Karnataka Chalanachitra Academy with the objective of promotion and development of the movie industry in Karnataka. The Chairman of the academy, Shailesh Singh, was extremely concerned about the poor success rate of Kannada movies and was contemplating various options of reviving the ailing Kannada movie industry.

Expected learning outcomes

The expected learning outcomes are as follows: application of strategic management frameworks in the context of the movie industry; analysis of industry issues from the long-term and short-term perspectives; study of different entities in the movie industry and the roles they play and their interdependence; applying learning to suggest survival strategies in an extremely competitive market; and insights into the role of government in the media/entertainment industry.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 11: Strategy.



Kidiyoor, G.H. and Yatgiri, P.V. (2017), "Kannada movie industry in India: strategies for survival", Emerald Emerging Markets Case Studies, Vol. 7 No. 3.



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