MUMBAI: Fremantle is stepping into the future with a bold new production upgrade this time, behind the scenes. The global content powerhouse has roped in Prime Focus Technologies (PFT) and Amazon Web Services (AWS) to build a slick, scalable, and AI-powered content supply chain platform that promises to make their operations as binge-worthy as their shows.

The new setup currently in the works isn’t just a digital spring-cleaning exercise. It’s a full-blown transformation, aiming to unify Fremantle’s workflows across international markets, speed up distribution, and give real-time visibility into content lifecycles. Think of it as streamlining the journey from storyboard to screen, with fewer traffic jams.

At the heart of this digital makeover is PFT’s Clear Smart MAM, a media asset management solution packed with “agentic AI” smarts. It’ll help Fremantle automatically enrich content with metadata, optimise workflows, and cut through operational clutter like a content butler with machine learning for manners.

Fremantle CEO for commercial and international, Jens Richter said, "A robust content supply chain that will cater to the dynamic business requirements of monetizing content is paramount, and we look forward to working with PFT and AWS to see what we can achieve together. This collaboration will provide us with the agility, visibility, speed and scalability required across Commercial and International, Digital and Global channels to streamline our media supply chain and digital processes."

Prime Focus Technologies founder and global CEO Ramki Sankaranarayanan said, "Our offering is designed to meet the most demanding needs of global content studios like Fremantle. We're thrilled to partner with them on this transformative journey and enable their vision of a modern, AI-powered supply chain that fuels creativity and revenue."

AWS head of broadcast for media, and sport for UK at Andy Stephenson said, "We are proud to support Fremantle on its digital transformation journey. By harnessing technologies like cloud computing and AI, Fremantle will be able to drive innovation across its business, scale quickly, easily, and securely, and extract new value from its content."

As streaming, syndication, and social media redefine how stories are told and sold, Fremantle’s cloud-powered leap is less about catching up and more about setting the pace. For a company with storytelling in its DNA, its supply chain is finally getting a plot twist of its own.