Adlabs Films forays into digital media content business

Adlabs Films , a Reliance ADA Group company , on Thursday commenced its BPO business for the media space providing digital restoration and content processing services. The company will appoint 1,200 staff in a phased manner to run the media content business.

The migration worldwide from analog to digital content and the large number of formats and standards in the digital media content industry presents a large opportunity for the services being offered by Adlabs, said Anil Arjun, the company’s CEO, on Thursday. Mobile telephones, 3G wireless devices, DTH (Direct-To-Home television), HDTV (high-definition television), and the Web all require content to be converted to multiple formats, he added.The move by Adlabs reflects the growing diversification of India’s BPO (business process outsourcing) industry to offer services beyond call centers and business transaction processing.

Adlabs has expertise in the area of media content processing as it already offers a number of services, including post-production services, to India’s film industry, popularly known as Bollywood, Arjun said.The company will focus on both the conversion of analog content to digital, as well as processing new digital content, he added. Among the services the company offers are restoration, encoding, transcoding, compression authoring, format and standards conversion, and meta tagging.Adlabs said on Thursday that it has started business with some 300 staff at a facility in Mumbai. Its first assignment is to digitize and restore 1,000 films in the National Film Archive of India (NFAI), a unit of India’s Ministry of Information & Broadcasting. It plans to have 1,200 staff within a year.Adlabs is a company of India’s large Reliance Anil Dhirubhai Ambani group, which also runs a telecommunications services company, Reliance Communications.Over the last four months, Adlabs has delivered digitally about 26 Indian films to theatres in the U.S. using fiber-optic links from India. This communications capacity will also be available for receiving and delivering work done for customers in the U.S. and other countries, Arjun said. “We will be able to turn around work faster using the fiber optic link,” he added.

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Adlabs is one of the largest entertainment conglomerates in India. What started as a laboratory for processing ad films over three decades ago, has today become a key player in the entertainment and media industry through its production, distribution, exhibition and post production services. It pioneered the concept of multiplexes across the country, gave a corporate face to movie making, and introduced the IMAX and 6D viewing experiences to India. Adlabs has always been at the forefront of change and opportunity.

Early 2005, the Adlabs business consisted of a processing laboratory in Mumbai, 21 cinema screens and select film investments. In June 2005 Reliance ADA Group became majority stake holders of the company, bringing in the required financial resources and management expertise, which acted as a catalyst in synergizing various interrelated businesses.

BIG Cinemas is India’s largest chain with close to 400 screens spread across India, US, Malaysia and Mauritius.

In the Film & Media Services business Adlabs today has a dominant and comprehensive presence in the areas of Processing & Post, Studio & Rentals, Restoration & Content Management and Digital Cinema.

BIG Synergy, a television content production venture is among the top players in the industry.

In Film Content, Adlabs has produced immensely successful films like Gangajaal, Namastey London, Singh is Kinng, Sarkar Raj and has distributed a number of films across the world. Our current projects include the much awaited Sultan – The Warrior.

Our quality benchmarks ensure that we are trusted by creative professionals in the industry and have also won us a number of accolades. We continue to expand our cinema business across the world. In the media services business we are now ready to move from a being local to a global player.

—-with inputs from John Ribeiro , IDG News Service

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