DNEG Completes Acquisition of Prime Focus Technologies

The DNEG Group announced the completion of the acquisition of Prime Focus Technologies (PFT).

PFT, which was previously a subsidiary of Group parent company Prime Focus Limited, has offices in North America, Europe and India.

The acquisition, previously announced in a memorandum of understanding dated April 13, 2023, enhances DNEG’s technological capabilities with PFT’s workflow automation and media handling software suite, CLEAR, and

CLEAR AI, a multi-modal Gen AI platform based on Machine Wisdom technologies, created specifically for the M&E industry.

CLEAN and CLEAN AI offer streaming platforms, studios, broadcasters and brands “groundbreaking solutions that simplify content management, video collaboration and automation in the content production and distribution process.”

DNEG says the acquisition of software services company PFT strengthens the DNEG Group’s position as a full-service solutions provider.

The completion of the acquisition follows the announcement last week of a $200 million investment in DNEG Group by leading Abu Dhabi investor United Al Saqer Group. The investment accelerates DNEG Group’s “innovation and diversification strategy,” including the activation of a new division, Brahma, which is developing an AI-powered, photorealistic CGI creator “that will democratize the creation of photorealistic content across a wide range of applications.”

Ramki Sankaranarayanan, Founder and Global CEO, PFT, said, “We are entering a new era with an AI-first approach across the content value chain. Over the years, our customers have experienced significant productivity improvements with our AI models and applications, and our Gen AI initiatives are poised to transform their content to meet new revenue opportunities. The partnership with DNEG strengthens our ability to innovate rapidly and deliver exceptional value to our customers.”

DNEG Chairman and CEO Namit Malhotra said: “Investment in our proprietary technology underpins everything we do at DNEG Group and ensures our continued and future success. The acquisition of PFT and its market-leading technology and services adds another string to our bow, bringing further opportunities and benefits to our global partners and customers and expanding our capabilities across the content lifecycle. Our technology vision starts at home and like our new Brahma AI division, CLEAR and PFT’s CLEAR AI will also support our own teams as we invest, develop, produce, shoot, finalise and deliver the highest quality content around the world, including at our newly announced hub in Abu Dhabi.”

Jon Creamer

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