Sony starts media technology center in Mumbai

MUMBAI, INDIA: Sony Corporation, the consumer electronics and entertainment company, today launched the Sony Media Technology Center (SMTC) in collaboration with Whistling Woods International (WWI) in Mumbai.

Sony's center of excellence is established at WWI's campus with an investment of about $ 4 million. With this facility, the company will provide its expertise in High Definition (HD), 3D film production  — both pre and post production and broadcast technologies.

Sir Howard Stringer, Sony Corporation's chairman, CEO and president inaugurated the technology center. “This is the third global facility set up by Sony, the other two are based in the UK and the US. 3D is much of an art form as it is a technology. By the end of 2010, nearly 40 3D films have been made and by 2013, about 140 3D films will be made,” Stringer said.

“There's a phenomenal growth in 3D technology and filming; and it is not just a trend but a phenomenon. Once India adopts, it would be the fastest compared to any other country in the usage of 3D technology and making 3D contents and films,” he hoped.       

Stinger, further stressed that Sony is the only company in the world that generates the entire spectrum of 3D from the lens to the living room.

The facility aims to focus on popularizing HD, 3D content creation and media technologies in Indian entertainment industry. Sony has installed equipment for HD, 3D content creation and digital cinema projection and, along with that, it will offer knowledge on the entire process of 3D film production and technology.

“Digital film making is the way towards future and as part of Indian film industry it is important to have relationship with technology and equipments makers,” said Subhash Ghai, Whistling Woods International's chairman.

“While a decade ago there was lack of facility, equipment and professionals for digital film making in India, Whistling Woods International was set up to provide education in all technical and creative aspects of film and television; and the curriculum also has incorporated new emerging technologies such as 3D and HD,” Ghai added.

On setting up facility in India, Stringer commented, “India is a key market for Sony and sales have grown year on year. We expect India among the top 5 sales region for Sony.”

Presently, Sony India contributes only around 3-4 per cent to the company's global revenue. However, on India's significance, Stringer confessed that about 12 years back when he joined the company, India was not the target for Sony but quickly changed it in later years. Sony has 60 per cent share in 3D TV market in India and it is the number one consumer electronic brand in Nielsen survey, a top company executive claimed.