SNL Kagan | Ramki Sankaranarayanan on tech adoption, set-top boxes and NetflixFebruary 29, 2016
SNL Kagan caught up with Ramki Sankaranarayanan, Founder and CEO of Prime Focus Technologies to talk about content owners adopting cloud, how cloud is changing the means of video consumption and helping with challenges like digital monetization and ad blocking. He further spoke about the integration of OTT services into traditional pay TV platforms, security and piracy issues and growth opportunities across the world.
SNL Kagan: Are content owners moving too slowly when it comes to cloud and IP-adoption?
Yes. Cloud has been embraced by a lot of industries, but the media and entertainment industry has been late in adopting because of the fear that the content, which they value most, is put in a place content owners think they cannot control. Also, for the past several years, there was not a clear understanding of how cloud technology would be deployed in the broadcast environment, and what benefits it would bring. However, with a lot of their viewers online, content owners are slowly warming up to the cloud. Also, content owners understand that storing content in legacy formats, such as tapes and DVDs, will not survive decades of wear and that there still lies great value in older content.
A recent report by Devoncroft [a broadcast and media technology market research firm] shows that despite remaining skepticism about the cloud, not to mention security concerns, the acceptance of, or at least the willingness to consider, cloud technology and related services increased noticeably. Media and entertainment companies must embrace technologies like the cloud to drive outcomes like greater efficiencies, lower cost of operations and new revenues.
Do you foresee any security or piracy issues?
No. Unless they do not choose an ideal partner — a partner who is certified by the ISO, MPAA and such. Also, one of the key sources of piracy is DVDs being sent to external customers. With our SecureScreeners platform that delivers content digitally, and with multilevel logins and digital watermarking, content owners can keep a track of their content, see who has viewed and downloaded content, and put limits on how often or for how long they can access the content.
How is the cloud changing the way video is consumed?
More than the cloud, broadband availability has changed the way video is consumed. The cloud just helped push the transition with a much faster timeline. Now there are multiple devices in a specific house with viewers watching different content in different parts of the house and not fighting over the TV remote. Challenges for OTT will only be with content and connectivity. OTT players want to get content faster to viewers and retain them. In a country like India, spread across different languages and varied broadband access, the idea of an OTT service picking up numbers drastically is still debatable, though some like hotstar have pulled through and are doing well.
In which part of the world do you see opportunities for growth?
We think the growth will come not from countries, but from different content owners who deliver to multiple markets. For example, a sports body from APAC could be looking to digitize their content for their fans across the globe. A studio in the U.S. will need to integrate all their worldwide offices.
The integration of Netflix and new OTT services into traditional pay TV platforms has surprised some in the industry. What do you think?
The traditional boundaries of a studio to a distributor to an exhibitor are going away. Consequently, each player is redefining their business. Leveraging its multimillion consumer base, [a DTH player] wants to offer more through their installed set-top boxes via apps. Should that be Netflix? Sure. If you can buy Netflix through the iTunes store on an Apple TV box, why [not] through a traditional set-top box? We will see more of this in the future.
Netflix's global expansion is great because of the access to content it provides to a global audience. This audience would otherwise have to resort to piracy to access this content. But in many international markets, traditional TV is available at a much lower monthly subscription as compared to the U.S. The adoption will be linked to factors like local competition and mix of content targeted to local audience tastes. Profitably could take some time.
How does the cloud help with challenges like digital monetization and ad blocking?
With content loaded on the cloud, your options are greater. [You can] create multiple snackable versions, where you appeal to different viewers across different genres behind a pay wall, or offer exclusive premium content. With multiple options to record, watch online or download for later, viewers are skipping through even more ads. What customers don't mind is having ads that are contextual. We can have contextual advertising where the content is pulled from the cloud by the broadcaster and simultaneously the ad is being placed on the same screen, seamlessly, from a workflow perspective.
This article originally appeared in SNL Kagan
In Broadcast | Ramki Sankaranarayanan, Founder & CEO, Prime Focus Technologies, talks about the PFT’s new and innovative solutions showcased at NAB Show 2018, which will help automate the content supply chainApril 19, 2018
KITPLUS | T Shobhana, VP & Head, Global Marketing and Communications talks about PFT’s innovations at NAB Show 2018April 10, 2018
In Broadcast | CLEAR Automated Work Order ManagementApril 9, 2018
DTT Disruptors |Ramki Sankaranarayanan, Founder and CEO, PFT talks about The Future of the Broadcast and Media Industry in the Digital EcosystemMarch 7, 2018
IABM | Nick Kaimakami, Senior Vice President, Europe Middle East & Africa talks about PFT’s innovations at the BVE 2018February 28, 2018
TV Technology | Cybercrime: A Looming Global Threat by Ramki Sankaranarayanan, Founder and CEO, PFTJanuary 24, 2018
Digital Studio | Trends to Watch in 2018 by T Shobhana, VP and Head, Global Marketing & Communications, PFTJanuary 9, 2018
Broadcast & CableSat | Poised to change the MAM landscape in 2018 by Ramki Sankaranarayanan, Founder & CEO, PFTDecember 28, 2017
IABM | Ramki Sankaranarayanan, Founder & CEO, talks about the increased adoption of cloud technologies at the IABM Annual International Business Conference & Awards 2017December 18, 2017
TV Technology | Understanding and Monetizing OTT Programming With MAM Solutions by T Shobhana, VP and Head, Global Marketing & Communications, PFTDecember 7, 2017
Digital Studio | Celebrating Yet Another Successful Innings at IBC 2017November 3, 2017
TV Technology | Ramki Sankaranarayanan wins NewBay’s Industry Innovator AwardNovember 3, 2017
TV Technology | Media ERP: Embracing Automation Across the Content Supply Chain by T Shobhana, Vice President and Head, Global Marketing & Communications, PFTOctober 27, 2017
Streamingmedia.com I Interoperable Master Format (IMF) - One Format to Rule Them All or Just One More Format?October 24, 2017
AVTV | Ramki Sankaranarayanan, Founder & CEO, talks about Work Order Management & other industry-first upgrades to CLEARTM Media ERP at IBC 2017September 25, 2017
KITPLUS | T Shobhana, VP & Head, Global Marketing and Communications talks about PFT’s innovations at IBC 2017September 21, 2017
TV Tech Global I IBC Musings I T Shobhana, Vice President and Head, Global Marketing & Communications, PFT talks about how Media companies are increasingly looking to cloud-based solutionsSeptember 18, 2017
Digital Studio | Prime Focus Technologies (PFT) to Demo Industry-first Additions to CLEARTM Media ERP at IBC 2017September 13, 2017
IBC Production Hub I Prime Focus Technologies (PFT) at IBC 2017September 6, 2017
TV Technology I Hybrid Cloud: Moving Beyond On-Premise Media Asset Management by T Shobhana, Vice President and Head, Global Marketing & Communications, PFTSeptember 6, 2017
Digital Studio I The Journey so FarAugust 9, 2017
Digital Studio | The Power List | Meet the 100 most influential people in the countryJuly 10, 2017
Canadian Film Centre (CFC) I An exclusive profile story on Ramki Sankaranarayanan, PFT’s Founder & CEOJuly 4, 2017
M&E Journal | Spring 2017 | Hybrid Cloud: When On-Premise is Simply Not Good Enough by Ramki Sankaranarayanan, Founder & CEO, Prime Focus TechnologiesJune 13, 2017
TV Technology: DAX® Production Cloud wins ‘Best of Show Award’ at NAB 2017June 6, 2017
Digital Studio I Ramki Sankaranarayanan, Founder & CEO talks about Media Asset Management (MAM)May 26, 2017
Digital Studio | PFT showcases industry-first upgrades to CLEAR™ Media ERP at BroadcastAsia 2017May 26, 2017
IABM State of the Industry Conference | Ramki Sankaranarayanan, Founder & CEO talks about prospects for the media technology sector at NAB 2017May 15, 2017
IABM TV | T Shobhana, VP & Head, Global Marketing and Communications talks about PFT’s announcements at NAB 2017May 9, 2017
Digital Studio I PFT Featured as One of the Ten Most Admired CompaniesMarch 10, 2017
Digital Studio I Ramki Sankaranarayanan, Founder and CEO, Prime Focus Technologies talks about top technology trends of 2017February 1, 2017
CXOToday I Top Technologies Shaping the Media & Entertainment (M&E) IndustryJanuary 3, 2017
TVTechnology | Trending: Hybrid Cloud Media
AVTV | Ramki Sankaranarayanan, Founder and CEO, Prime Focus Technologies talks about PFT’s announcements at IBC 2016September 30, 2016
BusinessWorld | Roll-out of 4G has Increased Demand for OTT (Over-The-Top) ContentSeptember 15, 2016
KITPLUS | T Shobhana, VP & Head, Global Marketing and Communications talks about PFT’s announcements at IBC 2016September 14, 2016
IABM TV | T Shobhana, VP & Head, Global Marketing and Communications talks about PFT’s announcements at IBC 2016September 14, 2016
Digital Studio | PFT to unveil industry-first upgrades to CLEARTM Media ERP at IBC 2016September 1, 2016
The Economic Times | Prime Focus Technologies raises $20 million from Ambit PragmaAugust 30, 2016
Digital Studio | The Power List | Meet the 100 most influential people in the countryJuly 1, 2016
Television Post | Prime Focus Technologies bags two awards at 2016 CMO Asia AwardsJune 29, 2016
IABMTV | Ankur Jain, VP & Head, Sales, Asia Pacific talks about PFT and Digital Transformation at BroadcastAsia2016June 7, 2016
MESA | Prime Focus Technologies CEO: Tear Down Internal SilosJune 7, 2016
M&E Journal | Spring 2016 | Changing Consumer Demands and the Agility Needed to Support Them by T Shobhana, VP & Head, Global Marketing and CommunicationsJune 1, 2016
APB News | BroadcastAsia 2016 focuses on transforming digital media in AsiaJune 1, 2016
Asia-Pacific Broadcasting | One software for the enterpriseJune 1, 2016
Digital Studio | BroadcastAsia 2016 to focus digital media transformationJune 1, 2016
Digital Studio | One Software to bind them allMay 1, 2016
Digital Studio | Prime Focus Technologies launches DAX® Production CloudMay 1, 2016
SuperbCrew | Prime Focus Technologies: Pioneering ERP in the M&E industry with CLEARApril 29, 2016
IABMTV | T Shobhana, VP & Head, Global Marketing and Communications talks about PFT’s announcements at NABApril 27, 2016
MESA Alliance | NAB Show: MESA Member FocusApril 21, 2016
Frost & Sullivan | Ramki Sankaranarayanan, Founder and CEO spoke to Mukul Krishna, Senior Global Director of Digital Media, Frost & SullivanApril 21, 2016
POST | Prime Focus Technologies showcases Cloud workflow solutionsApril 21, 2016
KITPLUS | T Shobhana, VP & Head, Global Marketing and Communications talks about PFT’s announcements at NABApril 21, 2016
Shoot | Workflow into the FutureApril 4, 2016
IABM 40th Anniversary | Prime Focus Technologies: Pioneering ERP for the Media and Entertainment IndustryMarch 25, 2016
AV Magazine | Prime Focus Technologies equips the world for Digital Next realitiesMarch 15, 2016
Digital Studio | THE MAN WHO SAW TOMORROW |
An exclusive Cover Story Feature on Prime Focus Technologies
Variety | After Oscar Piracy, Studios Step Up Push for Digital ScreenersJanuary 27, 2016
POST Magazine | VR filmmaking: Two perspectivesJanuary 1, 2016
Pioneering ERP for the Media and Entertainment industry. Read more in the CEO MagazineNovember 30, 2015
PFT at SMPTE 2015October 29, 2015
PFT in Shoot Industry SurveyOctober 23, 2015
IABM in conversation with T ShobhanaSeptember 29, 2015
The conversation drivers at IBC 2015 – A guest column written by T Shobhana. Read more at Exchange4media.September 18, 2015
Ramki Sankaranarayanan in conversation with TVB Europe at IBC 2015September 16, 2015
The digital transformation of the content-value chain. PFT featured on Business ReporterSeptember 15, 2015
Ramki Sankaranarayanan, Founder and CEO of Prime Focus Technologies in conversation with the Media & Entertainment Services Alliance (MESA)September 1, 2015
Digital Cinema Report in conversation with Chris Chen, CTO at PFT on CloudJuly 24, 2015
Ganesh Sankaran, Co-Founder and COO featured in Digital Studio's "The Most Important People In the Industry"July 16, 2015
Frost & Sullivan Recognizes PFT for its Leadership in Exemplifying Growth Excellence within the Media Workflow and Resource Management Market. Read more on Frost & SullivanJuly 14, 2015
Benny Antony, Chief of Business Bureau, Deccan Herald Mumbai in conversation with Ramki Sankaranarayanan.July 14, 2015
‘The Process of Building a Connected Enterprise and Digital Ecosystem’ by Ramki Sankaranarayanan. Read the article on The Broadcast BridgeJuly 9, 2015
Patrick Macdonald-King talks about “Changing the way Film & TV professionals think about distribution”.
Read more on ProVideo Coalition.
India leads digital drive. PFT makes it possible.
Read full coverage on The Hindu.
PFT paves a CLEAR path for businesses.
Read full coverage on Broadcast Asia 2015 Show Daily.
Christine Bunish in conversation with Rob Morlano on New York Post Market.May 20, 2015
Read how Prime Focus Technologies is helping companies deal with Digital Next realities on 'The Telegraph'April 23, 2015
Trilogy Tech Talk in conversation with Ramki Sankaranarayanan, Founder and CEO, PFT at NAB Show 2015April 20, 2015
End to end live sports OTT platform to provide an addictive and immersive sports viewing experience for customers.April 17, 2015
PFT at National Association of Broadcasters Show.
Read full coverage on SHOOT
Ramki Sankaranarayanan in a conversation with CIO Review magazine.March 25, 2015
Debra Kaufman in conversation with Animal Planet and Prime Focus Technologies on 'Too Cute' Series in 4KMarch 10, 2015
Ramki Sankaranarayanan, Founder and CEO, Prime Focus Technologies demystifies 4K and more in a conversation with CIOL.comFebruary 20, 2015
Ramki Sankaranarayanan authored an article for CXOtoday.com – how Virtualization is simplifying content supply chainFebruary 19, 2015
“Television shows will soon be as much about visual quality as about genres and stories”, says Bhaskar Sitholey, VP Creative Services at PFT.February 18, 2015
Epic Television talks about its strategic partnership with PFT. For more information, read the cover story by Editor, Nirmal Menon on Digital Studio.February 1, 2015
Patrick Macdonald King in conversation with SHOOT magazine on 'Virtualizing the content supply chain'January 31, 2015
Ramki Sankaranarayanan authored an article for Business Standard – The Strategist on Virtualization in the M&E industryJanuary 19, 2015
Manoj Madhavan, Deputy Editor of Studio Systems in conversation with Ramki Sankaranarayanan on PFT's brand new go-to-market 'Journey to the Cloud'January 19, 2015
PFT coins Media ERPJune 19, 2014
Studio Systems Magazine features True North on its coverMay 28, 2014
Pickle: Marriage of PFT and DaxMay 2, 2014
AP wins Focal International Award for archive digitization projectMay 1, 2014
Los Angeles Times: Prime Focus Technologies to buy Culver City firm DAXMarch 11, 2014
Variety: Prime Focus Technologies to Acquire DAXMarch 10, 2014
The Hollywood Reporter: Prime Focus Technologies to Acquire DAXMarch 10, 2014
Vikas Rathee, Group COO, Prime Focus Ltd talks about Q3 results on NDTVFebruary 27, 2014
Vikas Rathee, Group COO, Prime Focus Ltd talks about Q3 results on CNBCFebruary 27, 2014
Vikas Rathee, Group COO, Prime Focus Ltd in ET Now’s Tee TimeFebruary 5, 2014
"ICT sector must address media and entertainment needs proactively", Gurinder Vir Singh, CIO, Prime Focus Technologies in conversation with Voice & Data magazineFebruary 5, 2014
True Progress: Pro Audio Asia magazine features PFT’s ‘True North’, the world’s largest digital media services cloud.February 4, 2014
Vikas Rathee, Group COO in conversation with CNBC AwaazJanuary 24, 2014
Broadcast and Film magazine in conversation with Ramki Sankaranarayanan, CEO, Prime Focus LimitedJanuary 2, 2014
Ramki Sankaranarayanan talks to Broadcast Show at IBC 2012September 20, 2013
Founder Namit Malhotra speaks to VCCircleJuly 23, 2013
PFT commissions work on orders worth INR 2 BNMay 9, 2013
Namit Malhotra featured on front page of Digital StudioJanuary 10, 2013
Prime Focus Technologies expands global horizons to South AfricaMarch 6, 2012
PFT CEO on Cloud Computing at INFOCOM 2011December 8, 2011
PFT and Eros International Feature in August Digital StudioAugust 10, 2011
PFT and Star TV in July issue of Digital StudioAugust 10, 2011
Ramki Sankaranarayanan speaks to INXPOMay 18, 2011