MUMBAI: In its zeal to provide a flexible and cost-effective solution for advertisement distribution within the region, global digital content services group Prime Focus Technologies (PFT) has installed CLEAR Edge servers at leading broadcasters in India.

Over 150 channels including Zee, Sun, Sony, Star, Turner, Eenadu and Network 18 will benefit from the new service which combines ingest, storage and distribution.
 
Earlier, ad agencies would send BETA to broadcasters who would then primarily injest for which they would take around two week’s time for the entire process from ad booking to actual play out.

Now the entire process has been digitized by CLEAR Edge servers. All that needs to be done for advertisers or agencies is to uplink the ad on the server and it can be immediately accessed by the broadcaster.

This technology is not just restricted to the up linking of ads but it is a more holistic platform that provides an end-to-end workflow from media release to delivery receipt notification which manages over 85,000 broadcast masters in India each year. This affects time scales within the advertising cycle dramatically. 
 
Avers PFT founder, president and CEO Ramki Sankaranarayanan, “We’re delighted to extend the benefits of our CLEAR platform to our partners and clients within the Indian advertising industry. Our solution can support the extensive volume of material generated by one of the world’s premier advertising markets. CLEAR Edge is a natural progression for us building on our years of experience as an organization with a global infrastructure and a huge range of experience within content preparation, processing and distribution across platforms.”

Adds GroupM South Asia CEO Vikram Sakhuja, “I look forward to this helping reducing the lead time of ad booking to play out from two weeks to under a few hours. This benefits the whole market by making the industry more responsive and flexible.’’