Sony Music India Moves Its Video Content To The Cloud

Sony Music India is moving its entire video content operations to the Cloud and the company has commissioned digital content services provider Prime Focus Technologies (PFT) to deploy CLEAR, its hybrid Cloud based multi-screen content operations platform for the same. With the deployment of CLEAR, Sony Music will be able to supply, prepare and deliver its content via the Cloud. The move will also help the company in manage the video business by unlocking new revenue streams and cutting costs.

The content being moved to the Cloud includes music videos, documentaries/promos, full length movies and an artwork library.

Shridhar Subramaniam, president, Sony Music India said, "With the emergence of digital video platforms and increasing channels of music video discovery, video consumption continues to grow at an accelerated pace. PFT's platform will help us digitize our video content quickly and open up monetization opportunities."

In addition, PFT will also provide a full slate of services to Sony Music such as metadata creation, archival and digital delivery across multiple platforms. This will enable Sony Music to customize the content for distribution across different platforms and also monetize it.

Mid-last year, Eros International Media Ltd, an Indian integrated film studio had also deployed CLEAR for digitizing and cataloguing its entire library of movies (over 1,000 titles across languages) and setting up an in-house 'digital asset management' platform. The company then launched its online video streaming site called Eros Now. STAR TV had also commissioned PFT to deploy an integrated, multi-platform content operations infrastructure specifically for broadcasters (to manage their end-to-end digital workflows), based on the CLEAR technology platform.

The company's other clients include Associated Press, British Film Institute (BFI), ESPN Star Sports, Indian Premier League, Board of Control for Cricket In India (BCCI), Hindustan Unilever, JWT, Schawk, Group M, Global Cricket Ventures and Balaji Telefilms.