IBC Musings: T Shobhana, Prime Focus Technologies

T Shobhana, Prime Focus Technologies
Neal Romanek
September 14th 2017 at 10:36AM : By Neal Romanek

Prime Focus Technologies


T Shobhana of Prime Focus Technologies sees media companies increasingly looking to cloud-based solutions.


Name: T Shobhana

Company: Prime Focus Technologies

Job Title: Vice president and global head, marketing & communications

Number of IBCs you’ve attended: Attended four IBC conferences previously. This will be the fifth.

Flying, driving or train-ing to IBC this year? Flying

What is your goal for this year’s IBC show?

Prime Focus Technologies will be engaging IBC attendees to better familiarise them with the latest innovations to our Clear Media ERP, including an Enhanced Promo Operations module, Interoperable Master Format (IMF) Media Player and Mastering Automation capabilities.

What will be the big tech trends at this year’s IBC?

M&E companies and the broadcast and production industries in general are looking to improve workflow throughputs while lowering overall total cost of operations, and are increasingly looking to cloud-based solutions given all their inherent efficiencies.

As a result, innovative software-driven solutions like our Hybrid Cloud Clear Media ERP are increasingly in high demand. As a hybrid cloud enabled solution, Clear expedites implementation across the enterprise with virtually no capital outlay to get up and running while providing end-users with the freedom to select any combination of modules to meet their specific needs. 

What piece of gear/software/platform do you wish someone would make?

Interesting question. How about a universal operating system across all hardware devices that can seamlessly integrate software from any source. We may never see this in our lifetimes, but it would surely simplify software implementations and expand the power of the enterprise.

What’s your fondest IBC/Amsterdam memory?

My first event at PFT was IBC and I will always hold that memory close to my heart. The combined force of product, engineering, sales and marketing teams, gearing up for the show, stronger than ever before was quite impressive indeed. This was back in 2013 and the spirit of IBC still continues. The Dutch land sure has its charm. Plus, who can ever forget Banketbakkerij van Der Linde. Heavenly…

Can you speak Dutch?

I can say Heineken!