Prime Focus Technologies (PFT)
Prime Focus Technologies (PFT) is the subsidiary of Prime Focus, a global media and entertainment services provider. It is headquartered in Mumbai and was founded by Ramki Sankaranarayanan. It was founded with an agenda to provide cloud technologies for enterprise content operations. In 2009, PFT developed and launched CLEAR™ which is a Hybrid Cloud technology enabled media ERP platform that allows global businesses to manage their entire content operations from a single interface. Later in 2012, PFT went on to unveil the next generation of CLEAR
The company currently manages over 150,000 hours of content for its clients in the entertainment and media industry. The cloud technology is thereby utilized to support workflows and services required. PFT has operations in Los Angeles, New York, London, Vancouver, Johannesburg, Mumbai, Bangalore, Delhi, Hyderabad and Kolkata.
History
Prime Focus Technologies came into existence in the year 2008. In 2009, the alpha version of CLEAR was launched. PFT’s first deployment of CLEAR was at the Board of Control for Cricket in India (BCCI) to manage Live Sport Production for the Indian Premier League in 2010; closely followed by Star TV to manage its end-to-end digital workflows.
Technology Solutions and Services
Prime Focus Technologies offers technology solutions and cloud based services to Media and Entertainment (M&E) companies. It helps them generate outcomes like greater efficiencies, lower cost of operations and new revenues. These solutions and services comprise of CLEAR Media ERP Platform, Cloud Technology Services, Digital Content Services and Content Monetization Services. CLEAR Media ERP platform is a Hybrid Cloud offering that virtualises the content supply chain. This brings together all stakeholders on a single technology platform. One can manage not just content but the business of content. Cloud Technology services basically provide storage, both short and longer term storage of content to the clients. Digital playout services, 24/7/365 multi-channel network origination, monitoring, operations and engineering, commercial insertion, live integration, traffic and ingest services, quality control & disaster recovery; perfecting the digital media experiences for TVs, PCs, tablets and mobile phones come under Digital Content services. Content Monetization services offered by PFT include contextual advertising (CAD) which is being looked at as the next billion dollar opportunity. Contextual advertising (CAD) is a type of targeted advertising for ads appearing on websites and other media.
Digital Media Services
With online advertising gaining much recognition and the output being commendable digital marketing has become prominent in the media industry. Keeping this in mind Prime Focus Technologies offers a wide range of digital media services to its clients. These services include Archiving of Content, Bulk Digitize, Content Preparation Services and Language Services. Archiving of content helps clients who are moving to file-based workflows. By this history could be preserved and accessed easily for generations to come. Bulk Digitize helps digitize and store files in large numbers in one go. Content Preparation Services at PFT comprise of Factory model with scale and precision in delivering Bulk Digitization, QC (Spot & Full QC), Mastering Services, Compliance Editing, Up/Down & Standards Conversion. Language Services basically comprise of Subtitle, Dub, Caption and Closed Caption. PFT can provide dubbing services in over 20 international languages and all Indian languages with the help of its 300 voice-over artists and 50 scriptwriters. These services further include scriptwriting; cultural and language disaster checks; dialogue adaptation; voice casting and audition; dialogue recording and editing; M&E track creation; audio mixing; video editing; and Dolby Mastering.