Devendra Mishra, President & CEO, Prasad Corporation, USA, and Sai Prasad Director, Prasad Group
<p align=justify>“From the analog world of post-production we began to make a paradigm shift with digital technology where the technology was very capital expensive. Today the creative folks of the entertainment industry enjoy a digital intermediate capability, which has unleashed a power never experienced before.”
“From the analog world of post-production we began to make a paradigm shift with digital technology where the technology was very capital expensive. Today the creative folks of the entertainment industry enjoy a digital intermediate capability, which has unleashed a power never experienced before.”
Over a period of time, post-production services have proved to be one of the most important components for a film, whether it is television content, advertising or movies. Post-production expertise is what gives a film a larger-than-life flavour. A lead player in the segment, Prasad Labs has played a key role as a pioneer in providing integrated post-production services to the industry.
In conversation with Noor Fathima Warsia of exchange4media, Devendra Mishra, President & CEO, Prasad Corporation, USA, and Sai Prasad, Director, Prasad Group, share their views on the changes in this segment and its importance in the media and entertainment industry of today. Excerpts: Q. Has inadequacy of certain technologies in the country ever proved to be a hindrance for the execution of a creative idea?
Sai: No, some of the greatest films of India have been produced without the advanced technologies that are available today. Content is always king and technology can only provide the necessary support. However, emerging technologies do enhance the quality of the film experience.
Q. What are the factors that you see as boosters for integrated post-production?
Devendra: On the supply side, the drivers of integrated post-production will be lower cost of digital post-production technology, and production, software and data management and global capabilities that combine the creative elements of film production with the cost-effective solutions for labour-intensive operations. On the demand side, the appetite for the DI process is insatiable because of the creative urges of filmmakers and the growing costs and time required in film production. Finally, on the technology front, the emergence of digital cameras for film production, digital cinema, greater penetration of High-Definition TV, and emerging formats for DVD will be additional critical factors in boosting the post-production business as we know it today.
Q. How has the post-production techniques changed over the years?
Devendra: I have been in the home video and film industry since 1986 when at LIVE Entertainment, a subsidiary of Carolco Pictures, we produced films like Total Recall, Terminator and Basic Instinct. The post-production facility, which had traditionally focused on editing, sound engineering and design, telecine and standards conversion, took on the challenge of incorporating visual effects of morphing. From the analog world of post-production we began to make a paradigm shift with digital technology where the technology was very capital expensive. Today the creative folks of the entertainment industry enjoy a digital intermediate capability, which has unleashed a power never experienced before.
Q. How important is post-production for the final product of a film?
Devendra: Post-production today is digital and its extension with the digital intermediate (DI) process has become an unprecedented, powerful finishing process for the film. Today, with the DI process one can view the product without producing the film. It has enhanced the quality of films in an incredible way. You can see the difference in films like Titanic, Lord of the Rings and Harry Potter among others.
Most importantly, it has empowered cinematographers, directors and editors -- with the help of the digital colourist -- to exercise control over the colour of scenes and frames of a film that the photochemical process could never provide.
Q. What is the market share that Prasad Labs presently commands?
Sai: Prasad Labs in 2004 had processed about 300 feature films; which is good if you look at the total number of pictures released in the same period – about 900 films.
Q. Do you face competition from various producers/movie makers who execute and produce films themselves?
Sai: Not really. There are too many aspects in film post-production that need to be handled in any given project. Some big production houses may have a few services with them but other services have to be outsourced. It does not make commercial sense to invest in these technologies and equipment only for home productions. In the USA, while the major studios have established their own DI facilities to start a launch capability, the integrated DI facilities with capable digital colourists and data management capabilities are enjoying growing business. The same is the case in India too.
Q. Is there any difference in the growth pace of films post-production and its demands in varied areas like advertising films/TV content and the likes?
Devendra: In the US, while films continue to be the main driver of the emerging DI technology, the advertising and the TV world, because of High-Definition, is seizing the opportunity created by the new technologies of film finishing.
Q. How is the integrated post-production services business shaping up in India? Have the number of players increased in recent times?
Sai: We at Prasad Group have been finding it encouraging. The industry must also feel the same. Look at the amount of growth and investments going into new technologies, it clearly indicates a good future. Smaller players have increased, but integrated large players have not increased -- and may not increase too.
Q. Is the production quality in the Indian entertainment sector comparable to international standards?
Sai: In general we still have a long way to go, but some excellent movies recently can be comparable to international standards in terms of content and technological execution.
