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Animation supply chain modelling and diagnosis: a case study in animation industry of Iran

Animation industry has some unique characteristic which distinguish it from other industries. Such characteristics as broad market, special requirements of the audience, cultural aspects, legislation restrictions, etc. are among specific features of the entertainment industry. Furthermore, high cost of producing the animation as a final product needs a close cooperation and coordination between supply chain members. First, in this paper, animation supply chain in Iran is modelled and second, a diagnostic study on this supply chain is conducted. Results show that supply chain model of Iran is a four-stage network chain including producers, governmental coordinator, TV channels and audiences, in which the 3rd stage is a monopsony. From a diagnostics point of view, it is shown that there are structural problems in the animation supply chain of Iran, inconsistency and lack of coordination between chain members, and imperfect audience relationship management which has led to a massive amount of investment without the desired returns being realised.