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PRIME FOCUS transforms offering to the Ad World

Unveils its refurbished advertising facility and a new name – ‘Prime Focus Commercials’

BestMediaInfo Bureau | Delhi | November 24, 2011

Prime Focus, the Global Visual Entertainment Services company, unveiled its refurbished advertising facility and a new name – ‘Prime Focus Commercials’. Located in Khar, the launch of this state-of-the-art facility represents a new offering to the Indian advertising industry; spearheading revolutionary practices, providing world class technology and making some of the industry’s best talent accessible right here in Mumbai.

At this new facility, Prime Focus has introduced cutting-edge technology with a full HD post production service, end-to-end file-based workflows, 12 smoke suites and 10 offline machines. In color grading, two Baselights with HD monitoring have been installed, and a dedicated VFX area has been created with 50 VFX seats. The facility is connected by a high speed Infiniband SAN to facilitate tapeless workflows.

Bhaarath Sundar, CEO of Prime Focus Commercials, India said, “Prime Focus has always been a leader in this space, and to maintain and expand upon this position we are bringing in changes that will not only suit the current market, but will also have the potential to support future growth. We know that the competition is fierce in the facilities sector, and we have transformed our business to ensure that we offer our clients more – more creative input, more efficiencies, and more value for money.”

Daniel Sapiano, Global Head of Client Services (Commercials) at Prime Focus has recently relocated from London to Mumbai to help drive the advertising operation. He added, "India is growing at an extremely rapid pace in the television commercial space. Along with a shift in workflows, data-handling, multi-platform delivery and all the other technical aspects of producing a commercial, we are also bringing in the best creative talent in the industry, from India and around the world."

Yohann Abraham, President of Prime Focus Commercials in India concluded, “This transformation goes to the heart of our business. It’s not just about having the best creatives, or the best kit. It’s also about how we can help transform the way our clients work. CLEAR™ Campaign Performance Manager, our online hosted tool to manage your content and workflows, is a good example of this. It gives you remote control of your assets, schedules, budgets and tasks with a dashboard summary view and a full reporting system. You can even use it on your iPad. This is just one of the ways we are helping revolutionize how our clients get an ad film to air.”

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