Prime Focus Technologies (PFT), the technology arm of Prime Focus, the world's largest media services powerhouse, is addressing the challenges faced by the media and entertainment industry to meet the demands of the digital consumer at IBC 2015. 

Focusing on 'Digital Next' realities, PFT is offering solutions for broadcasters, studios, production houses and networks that will help virtualize the content supply chain and build a connected enterprise.

"Media and Entertainment companies cannot have islands of automation anymore," said Ramki Sankaranarayanan, Founder and CEO, Prime Focus Technologies. "If they need to battle low margins and build operational efficiencies, they need to digitally transform to build a connected enterprise. They need to become hyper digital to cater to the hyper digital consumer. That's the digital next reality."

Shares of the company declined Rs 1.2, or 2.4%, to trade at Rs 48.75. The total volume of shares traded was 3,768 at the BSE (10.49 a.m., Friday).