Primefocus Clear logoIndia’s largest media and entertainment company deploys Prime Focus’s CLEAR to manage its end-to-end file-based multiplatform workflows

News Corporation-owned STAR TV, the leading media and entertainment company, has commissioned global digital content services group Prime Focus Technologies (PFT), (a part of the Prime Focus Group) to deploy the world’s first integrated, multi-platform content operations infrastructure specifically for broadcasters, based on PFT’s award-winning CLEAR technology platform, to manage their end-to-end digital workflows. This unique initiative will allow STAR TV to drive operational efficiencies within its organization, take more creative control of its content and leverage the opportunity to monetise new multi-platform delivery models. PFT is providing STAR TV with three key components which form the basis of this exciting new initiative:

  1. The creation of a dedicated network infrastructure connecting the digital media supply chain to STAR TV. Under this model, production companies, brands and advertising agencies are connected by PFT via fibre to the broadcaster and ultimately to playout locations and multi-platform delivery channels to enable end-to-end file based operations.
  2. The deployment of an integrated content operations platform. The CLEAR technology platform puts STAR TV’s content at the center of its organisation, enabling concurrent rather than sequential workflows and driving efficiency growths across the business.
  3. The creation of a multi-platform processing, packaging and delivery infrastructure. This component allows STAR TV to both monetise their content aided by data-modelling and cataloguing, and to quickly customise content for distribution across different platforms.

The benefits to STAR TV are clear – time and cost savings driven by operational efficiencies, more creative control of content by placing it at the center of the organisation and new revenue streams enabled by the opportunities for quicker and more efficient multi-platform delivery.

“The future of the broadcasting industry lies in digitisation,” commented Mr Sanjay Gupta, COO, STAR TV. “With this world-leading initiative, STAR TV is opening the door to digital workflows, allowing us to more effectively scale our business, embrace the migration to HD and increase our focus on non-linear platforms. This is a great step forward, not just for STAR TV, but for the broadcasting industry, and we are proud to be leading the charge.”

STAR TV will shortly be launching HD versions of its key channels in the Indian market, and PFT has designed the content operations infrastructure to handle acquisition, QC, transcoding and delivery of HD files with Dolby E audio, marking PFT as one of the few content management companies with a platform that can handle HD multi-platform content operations.

“Prime Focus Technologies is proud to be driving the transition from tape to file, recasting broadcast infrastructures to cater to next generation consumers and their multi-screen entertainment requirements,” said Namit Malhotra, Global CEO of Prime Focus. “Together, STAR TV and PFT are leading the industry through a pioneering change, both in India and worldwide, providing a unique approach and a production-proven platform to enable a new, Broadcast-centric digital media supply chain.”

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