NFDC Chief Prakash Magdum Outlines Vision for Indian Cinema

As India‘s National Film Development Corporation (NFDC) marks its 50th anniversary, the government body is embarking on its most ambitious digital transformation yet — one that could redefine how the world discovers Indian cinema.

Under new managing director Prakash Magdum, the NFDC is leveraging artificial intelligence for film restoration, forging streaming partnerships with global platforms, and positioning itself as the bridge between India’s rich cinematic legacy and its digital future.

“It’s a very happy feeling to be back in the film sector,” says Magdum, who previously served as registrar at the Film and Television Institute of India and spent seven years as director of the National Film Archive of India (NFAI). His appointment comes at a transformative moment for Indian cinema, as streaming platforms reshape content consumption and the NFDC evolves from its origins as a producer of parallel cinema in the 1970s to become a comprehensive hub for production, distribution, festivals, preservation and international collaborations.

“We are in the 50th year of NFDC,” reveals Magdum. “We have chalked out a separate calendar, year-long activities to celebrate this legacy, so we can now step on that legacy and move on and look beyond.”

The NFDC’s mandate has significantly expanded in recent years with the merger of several cinema-related organizations, including the Films Division and the NFAI. This consolidation has created a more comprehensive approach to Indian cinema promotion and preservation.

“The mandate is the same, basically, to promote Indian cinema, to nurture Indian voices in the industry, to support independent filmmakers,” explains Magdum. “But at the same time, there are other cinema-related organizations which got merged into NFDC — like DFF [Directorate of Film Festivals], like Films Division, like NFAI — so that mandate is also now part of the NFDC activity.”

One of the most significant additions to NFDC’s portfolio is film preservation, an area where Magdum brings considerable expertise from his tenure at NFAI. Under his previous leadership, the archive embarked on a major digitization and restoration project that has already begun bearing fruit.

“We had done a kind of prioritization matrix as to which films to be digitized and restored,” he explains. “We had a nationwide consultation for that. We came out with that matrix of which film, which era — there are seven to eight major factors which we counted in to decide.”

The digitization efforts are already paying dividends in terms of accessibility. Just last week, the restored 4K version of Muzaffar Ali’s 1981 classic “Umrao Jaan” was released through the PVR-Inox cinema chain, marking a significant milestone in making India’s cinematic heritage accessible to contemporary audiences.

More significantly, NFDC has entered into an agreement with Amazon to make its extensive film library available on the streaming platform. The partnership resulted in the launch of NFDC’s “Cinemas of India” streaming platform as an add-on channel to Prime Video, giving audiences access to the government body’s catalog of acclaimed films.

“We have had an agreement with Amazon to bring the NFDC library, because NFDC is the producer of so many wonderful films — that entire catalog to make it accessible through this streaming platform,” says Magdum. The move represents a strategic shift in how Indian cinema reaches audiences, particularly younger viewers whose attention spans and consumption patterns have evolved dramatically.

Drawing inspiration from international best practices, Magdum is exploring the use of artificial intelligence in film restoration. The approach, however, remains balanced between technological advancement and artistic integrity.

“We would definitely explore as far as possible if these tools really support, but restoration has that aesthetic side to it,” he explains. “I believe that there has to be manual supervision when you think of a film as an object. These films have been made by stalwarts, and they had that vision and aesthetics.”

The restoration philosophy emphasizes authenticity over automation. “What restoration is, basically, you try to create as close as possible to the original,” Magdum notes. “We engage a DoP who is familiar with that work, or if he or she is part of that original team, is available. They can utilize those tools, but they have to ultimately be seen and supervised by these experts to make it authentic.”

NFDC’s international footprint continues to expand, with India having co-production treaties now in place with 17 countries. The organization is also working to position India as an attractive filming destination through improved incentive schemes and streamlined approval processes.

“We have already reduced the number of days for the approvals which are necessary for the shooting purposes,” says Magdum.

The international strategy extends beyond co-productions to include festival participation and cultural exchange. Through initiatives like the Mumbai International Film Festival, NFDC continues to provide platforms for documentary and short film creators.

Despite the changing media landscape dominated by streaming platforms and private studios, Magdum believes NFDC’s role in nurturing independent voices remains crucial. The organization’s Film Bazaar initiative has already proven successful in this respect.

“There are several voices, several filmmakers who have been groomed right from the script stage till the completion of the film, and in fact, after its theatrical release as well,” he explains. “It’s an entire ecosystem which nurtures and grooms the Indian talent, the upcoming talent.”

Looking ahead, Magdum says, “I believe that we need to nurture the screenwriters, not only for a small workshop, but in a year-long kind of activity, so that you nurture them, you mentor them throughout the year.”

For Magdum, success in his new role extends beyond traditional metrics. “In the filmmaking world, the success is measured by numbers, but when it comes to an institution like NFDC, I believe in providing a legacy — both in terms of the filmmakers we support, the legacy in terms of the stories to be told, and in terms of making India as a land of storytellers.”

The vision is ambitious yet grounded in India’s rich cultural heritage. “We showcase that entire rich civilizational values of India as a whole to the world,” he says.

As Indian cinema continues to gain global recognition and streaming platforms reshape content consumption, Magdum’s leadership of NFDC represents a crucial bridge between preserving the country’s cinematic past and nurturing its digital future. With five decades of institutional knowledge behind it and a clear vision ahead, NFDC under Magdum’s stewardship is poised to play a pivotal role in Indian cinema’s next chapter.