Prime Focus Technologies (PFT), the technology arm of Prime Focus, has signed a deal with Tata Sky, India's leading content distribution platform providing Pay TV and OTT services, to create exclusive subscriber communications for their Value Added Services (VAS). The deal includes developing hundreds of creative assets monthly on a diverse range of Tata Sky services that cover fitness, health, music, devotion, English, cooking, and many more.
Tata Sky has been working with PFT since August 2015 to create promos for its default platform – Channel 100. PFT produces shoot and edit-based promos as well as static visual designs for Tata Sky. PFT also creates promotional and awareness films for Tata Sky’s Live TV mobile app and IVRs (Interactive Voice Responses) across 12 languages. PFT’s cutting edge technology, CLEAR™ has enabled superior output on all creative assets developed for Channel 100.
Some of Tata Sky’s landmark projects that PFT has delivered promos for include Actve Fitness with Suniel Shetty, Dance Studio powered by Dance with Madhuri Dixit, Actve Cooking with Masterchef Shipra Khanna, Summer Camp, MultiTV campaign and the #MyKindofMusic campaign for Tata Sky Music+.
With the help of analytic inputs from Tata Sky, creative approach to all communications created ensured higher ROI, with new benchmarks on missed call, online subscriptions and call center efficiencies.
“Considering the quantum and pace of multi-level communication to our subscribers, we had a choice to tie up with a single partner who could understand our brand and deliver to scale or to deal with multiple vendors, each having a different creative interpretation of Tata Sky. Going with the first option was the obvious choice. PFT understands our brand guidelines and has helped us deliver creative outputs in a systematic and cost efficient manner,” said Malay Dikshit, Chief Communication Officer, Tata Sky.
“We look forward to a long-lasting partnership with PFT that will help us deliver a wide array of quality content and services to our subscribers,” he added.
Ramki Sankaranarayanan, Founder and CEO, Prime Focus Technologies, said, “Our roots in creative services and pioneering technology, CLEAR, allow us to offer the most comprehensive portfolio of integrated solutions to Tata Sky. It is a great honor to be working with them to curate and create communication.”
“PFT works as a video agency for brands and is backed by high caliber talent, and cutting-edge technology to help them transform into content destinations. We endeavor to help Tata Sky push the boundaries of creative thinking and redefine quality benchmarks of the industry,” Sankaranarayanan further said.
PFT works with over 200 leading brands including Amazon.com, Soch, Vodafone, Nestle, Kellogg’s, LG, and many more. It has a robust set of brand-specific media solutions delivered and managed through CLEAR.