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Virtualise content: Prime Focus signs deal with Turner LATAM
MUMBAI: Prime Focus Technologies (PFT), the technology arm of Prime Focus, has signed an agreement with Turner Latin America, where PFT’s CLEAR™ Broadcast Cloud will provide work order and supply chain management along with end-to-end process monitoring of critical
tasks, with reports and dashboards.
CLEAR is the world’s first Hybrid Cloud-enabled Media ERP Suite, and its Broadcast Cloud module is specifically designed to support end-to-end broadcast operations – from creation to transformation, distribution and exhibition. CLEAR Broadcast Cloud will effectively bring Turner Latin America’s ecosystem of creators, partners and customers of long and short form content onto a single system.
“We chose CLEAR for three reasons: it is cloud native, multi-platform and easy to integrate through a solid Service-Oriented Architecture (SOA) approach”, said Luis Esparza, VP Technology & Operations, Turner Latin America. “The industry is undergoing rapid change, and we believe Turner is uniquely qualified to lead the transformation of the media business in Latin America through our innovative thinking and ability to adapt seamlessly to a location independent but consumer centric model.”
Operations at Turner Latin America’s main content processing hub in Buenos Aires (Argentina) will be seamlessly connected with all other supply chain locations through the CLEAR hybrid cloud architecture. This will support multi-location distributed workflows such as subtitling and dubbing,compliance mastering, promo operations, archival, playout delivery as well as schedule driven distribution for OTT and VOD. CLEAR’s interoperability feature allows seamless integration with Aleph (a software used for schedule, contract, rights & traffic management) and other applications at Turner thereby leveraging existing investments and lowering the Total Cost of Operations (TCOP). The integrations are accomplished through CLEAR’s open APIs, providing users a with a seamless end-to-end
view of the entire distributed workflow from CLEAR.
“Optimal end-to-end workflow orchestration with work order automation across the supply chain is critical to our roadmap,” added Gabriel Basabe, Technology & Operations Country Manager, Turner Argentina.
“CLEAR was built as an ERP system tailor made for M&E and is well-poised to help Turner improve efficiencies across their supply chain with lowest TCOP, while enabling them to be the first to publish their content to multiple destinations,” said Ramki Sankaranarayanan, Founder and CEO, Prime
Focus Technologies. “We are stoked to play a pivotal role in helping the network embrace automation and attain their goal of digital transformation. What better way to start our journey in the LATAM market!”
PFT’s award winning CLEAR Media ERP Suite has been successfully deployed on the Cloud for over nine years now. CLEAR offers broadcasters, studios, brands, sports and digital organizations a one-of-a-kind technology that drastically lowers TCOP unlike any other.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
