Sony Media Technology Centre (SMTC), established by Sony Corp. in association with Whistling Woods International (WWI) was inaugurated by Sir Howard Stringer (Chairman, CEO & President, Sony Corp.) and Subhash Ghai (Chairman, Whistling Woods International) on March 4.
Sony has collaborated with WWI to establish the facility at their Mumbai campus. India's motion picture industry is flourishing with over 1,000 annual releases, which is the highest in the world. However, most Indian movies are still produced using celluloid. Through SMTC, Sony intends to provide its expertise in High Definition (HD) and 3D films and broadcast technologies as well as focus on development of these technologies in India's entertainment industry.
Sony is targeting sales of about $12 billion (Rs. 55,000 crore) from 3D-related product businesses by the end of fiscal year 2012 that includes consumer and professional products and games. The 3D market is expected to expand rapidly and the creation of optimum, high-quality 3D content is essential to this growth. Sony will strongly support the creation of an environment that facilitates good 3D production, continuing an effort launched a year ago with the opening of its first Sony 3D Technology Center in Los Angeles where more than 1,000 industry professionals have visited and trained to-date.
Sony has installed top-of-the-line HD and 3D content creation and digital cinema projection equipment at WWI. In addition, it will provide its knowhow in HD content creation from acquisition to post-production of content. It will also teach the entire pipeline of 3D film making and methodology and provide training for high quality 3D content creation.
Speaking at the conference, Sir Howard Stringer said, "We are delighted to be able to share Sony's unparalleled expertise in 3D content creation with aspiring filmmakers and industry professionals from across the vibrant Indian film and broadcasting community. The Sony Media Technology Center will provide a forum for us to offer our latest High Definition & 3D technologies, products and knowhow and contribute to the further growth and development of the Indian entertainment industry."
Elaborating further on this unique initiative, Subhash Ghai added that he would produce a full-fledged 3D film in India in 2012
Through the SMTC, Sony and WWI aim to develop and enhance India's entertainment industry by popularizing HD and 3D content creation.