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Prime Focus behind sleek look of ‘24’ 

Company sets new benchmark for television industry with end-to-end international standard production of the action drama series airing on Colors

BestMediaInfo Bureau | Mumbai | October 15, 2013

In another first, Prime Focus has set new standards for the television industry with remarkable pre- and post-production work for the Abhinay Deo directed action drama series ‘24’ on Colors. With a dedicated team of 30 specialists, the company is delivering visual effects that are set to revolutionise the television industry by becoming the first TV series shot with the diligence of a feature film.

Huzefa Lokhandwala, Co-Founder & Creative Director, Advertising, Prime Focus, said, “Our creative team has worked on a very tight schedule and round the clock with latest technology to ensure the highest standards of post-production for 24, which is undoubtedly a game changing show for the Indian television industry. Another first would be the use of the 'Baselight' colour grading system to achieve the look and mood detail that a show of this nature deserves. We have worked in sync with Abhinay’s requirements to set new production values and are optimistic that this show will lead to a paradigm shift for the industry. This is the first time that Prime Focus’ commercials division has worked on a short format show."

Abhinay Deo said, “The volume of content we have shot is exhaustive, and is equivalent to raw footage of seven feature films. Prime Focus was ordained with the difficult task of ensuring a smooth post-production workflow for this project. I have worked with Huzefa in the past, and we wanted to leverage his expertise on 24 because the show is meant to reflect unprecedented production standards in our local television industry. I’m certain that 24 will change the look of television shows in the country, and I hope that the audiences will love the overall look of the series, which is designed to look like ‘cinema on television’."

“With brilliant minds like Anil Kapoor and Abhinay Deo working to create a product of international benchmark, Prime Focus has gone all out to ensure that their vision is achieved. We have yet again proved our expertise for pushing the creative envelope and helping the television industry attain superior quality of creative services,” added Niraj Sanghai, Senior VP, Films and Commercials, Prime Focus.

The Indian edition of 24 is written by Rensil D’Silva and directed by Abhinay Deo. It is an action drama based on the American series by the same name. The Indian version premiered on October 4, 2013.

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