NDTV to use Discreet for promos, packaging

MUMBAI: NDTV is moving into high gear as far as the rollout plans for its soon to launched English and Hindi news channels are concerned. Three days after ads appeared seeking fresh personnel, it was announced yesterday that NDTV had opted for Discreet's top of the line systems to enable it to create promos and packaging for its content as well as channel branding.

With this new acquisition, NDTV upgrades its broadcast and production capabilities to include inferno (visual effects), flame (online digital visual effects and compositing system for 2K, HD and 601) and smoke (online creative non-linear HD and 601 editing/finishing system), an official release states. NDTV will be phasing out its existing Quantel systems, PaintBox and EditBox, in use for the last five to six years. The Discreet systems are expected to be installed and ready for production by the end of November.

"NDTV is the first Indian broadcaster to invest in such high-end systems. This move indicates the level of maturity the Indian television content industry is reaching," Pankaj Kedia, regional manager, South Asia, Discreet, was quoted as saying in the release. "With this acquisition, Discreet expects that NDTV will set new standards in the Indian television industry."

"After careful evaluation, we found that Discreet systems offer the best creative environment with the most sophisticated visual effects tools, which we will use to give our channels a new and unique look," NDTV promoter Dr Prannoy Roy was quoted as saying.

NDTV has identified promos and packaging as huge drivers for channels to create content that's visually compelling, and Discreet systems will help NDTV make the difference, the release says.

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