The addition of PFT’s platforms CLEAR and CLEAR AI supports the group’s expansion into AI-powered tech solutions for M&E.
Leading global visual entertainment tech and service provider, The DNEG Group (the Group), announced it has finalized its acquisition of Prime Focus Technologies (PFT), a creator of AI-powered technology solutions for the Media and Entertainment (M&E) industry. PFT, a previous subsidiary of the Group’s parent company Prime Focus Limited, has offices across North America, Europe, and India.
The strategic acquisition furthers the Group’s technological capabilities with PFT’s media workflow and automation software suite, CLEAR, and CLEAR AI, a multi-modal Gen AI platform powered by patented ‘Machine Wisdom’ technologies. The suite provides management content solutions to streaming platforms, studios, broadcasters, and brands in the areas of video collaboration, content production, and distribution.
The deal follows the recently announced $200 million investment in the DNEG Group by leading Abu Dhabi-based investor United Al Saqer Group, which accelerates DNEG Group’s strategy of innovation and diversification, and activation of a new division, Brahma, which is developing a comprehensive AI-powered, photo-real CGI creator.
“We are ushering in a new era with an AI-first approach across the content value chain,” said PFT founder and global CEO Ramki Sankaranarayanan. “Over the years, our customers have experienced notable productivity enhancements from our AI models and applications, and our Gen AI initiatives are poised to transform their content to meet new revenue opportunities. Partnering with DNEG strengthens our capacity to innovate rapidly and deliver exceptional value to our clients.”
“Investment in our proprietary technology underpins everything that we do in the DNEG Group and ensures our continued and future success,” added DNEG chairman and CEO Namit Malhotra. “The acquisition of PFT and its market-leading technology and services adds another string to our bow, bringing further opportunities and advantages to our global partners and clients, and extending our capabilities across the entire content lifecycle. Our technology vision begins at home, and just like our new Brahma AI division, PFT’s CLEAR and CLEAR AI will also support our own teams as we invest in, develop, produce, shoot, finish, and deliver the highest-quality content across the world, including in our newly announced Abu Dhabi hub.”
The DNEG Group consists of:
- DNEG - Academy Award-winning visual effects, animation, and associated creative service provider to Hollywood and global visual entertainment creators.
- Brahma – developer of an AI-powered, photo-real CGI creator.
- Prime Focus Studios - content and IP investment and development across live-action, animation, and gaming.
- Prime Focus Technologies - provider of AI technology and media services powered by the Cloud.
Source: The DNEG Group
Debbie Diamond Sarto is news editor at Animation World Network.
