Star TV partners with Prime Focus to go fully digital

Star TV announced today that they have commissioned global digital content services group Prime Focus Technology (a part of the Prime Focus Group) to deploy the world’s first integrated, multi-platform content operations infrastructure specifically for broadcasters, to manage their end-to-end digital workflows. This 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 will create a dedicated network infrastructure connecting the digital media supply chain to Star TV. Production companies, brands and advertising agencies will be 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.

PFT will also be deploying an integrated content operations platform. The technology puts Star TV’s content at the center of its organisation, enabling concurrent rather than sequential workflows and driving efficiency growths across the business. This will allow Star TV to monetise their content and quickly customise it for distribution across different platforms.

“The future of the broadcasting industry lies in digitisation,” said 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.”