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Prime Focus lands multi-million dollar contract with Hollywood film studio
MUMBAI: Prime Focus Technologies (PFT), the global digital content operations specialist, has said it has signed a multi-million dollar deal with one of Hollywood’s leading film studios to supply media processing services to ensure full compliance with the Federal Communications Commission (FCC) regulations for new media.
PFT will leverage Clear, its hybrid cloud content operations platform to handle the assets, automated QC, approvals, workflows, delivery and archiving of the content.
PFT is already managing over 180,000 hours of TV and Film content each year for its clients in Europe and Asia. By leveraging the relationships that parent company Prime Focus has built up through its high-end visual effects and 3D conversion work for major studios, PFT is now gaining traction in providing CLEAR™ led services in North America also.
Prime Focus Technologies President and CEO Ramki Sankaranarayanan said, “We’re starting to see real growth for our business in the North American market and this deal will provide us with a solid foundation to expand our services and client-base within the region. CLEAR™, the hybrid cloud platform, backed by PFT’s global network of supporting services is proving to be the preferred option for Hollywood studios that need to process large volumes of content within the existing time frame and cost limitations without compromising on creativity.”
To cater to the burgeoning demand for its services, PFT is setting up a 100,000 sq ft facility at Andheri (East), Mumbai. The facility is being built to suit the requirements of the increasing list of elite clients, with whom PFT has an exclusive vendor relationship for its variety of services. This facility will also house the Digital Broadcast Hub, and will be the new global headquarters for the company. The facility is expected to be commissioned in February, 2013.
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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.
