AmberFin Partners With Benchmark Microsystems to Increase its Presence in the Indian Market

AmberFin Partners With Benchmark Microsystems to Increase its Presence in the Indian Market

LONDON, August 7/PRNewswire/ -- AmberFin today announces Benchmark Microsystems as the latest addition to
its global partner program. The new partnership will enable AmberFin to
strengthen its existing presence in the Indian market.

Benchmark will provide local sales and marketing, as well as a systems
integration capability and after-sales support for AmberFin's
industry-leading iCR software. AmberFin iCR maximizes the value of content by
digitizing and transforming new and archived content across multiple delivery
platforms.

Under the terms of the deal, Benchmark will represent AmberFin as a
reseller of its iCR platform and applications. The partnership will target
film, broadcast and post-production companies across the Indian region, and
will enable AmberFin to target a wider range of customers while offering a
skilled team with in-depth local knowledge.

Naresh Subherwal, Vice President, Global Business Development at
AmberFin, comments: "India is a market that generates a vast amount of media
content, especially from the Bollywood studios. The move to file-based assets
is a great opportunity, but one that also presents formidable challenges.
AmberFin iCR is ideally positioned to address the challenges ahead and by
working with Benchmark it enables us to speak directly to the major film and
broadcast players in this region."

Ashish Mukerjee, President at Benchmark comments: "We have been extremely
impressed by the sophistication and capabilities that AmberFin's iCR
delivers, and in our opinion it is the best solution on the market to help
facilitate longstanding relationships with our customers. AmberFin is a great
fit with our business structure and by having iCR within our portfolio we can
now offer invaluable services that help alleviate some of the pain points
experienced by Indian media companies today. This can include transferring
footage from one platform to another and, more crucially, helping them move
to a digital workflow."

Benchmark is based in Chennai, India, with dedicated sales and marketing
arms in Mumbai and Delhi. Benchmark provides cutting edge technologies for
advanced digital media creation and distribution and is positioned
specifically to cater to the needs of the Asia-Pacific market.

About AmberFin

AmberFin enables content owners to maximize the value of their TV, film
and video content, from capture through to distribution, while increasing
revenues, reducing costs, saving time and eliminating incompatibility issues.
AmberFin iCR, with four-time Emmy-award winning technology, plays a key role
in turning the content that owners have into the content their customers
want. As an open standard, future proof platform that digitizes and
transforms new and archived content, AmberFin iCR delivers the best quality
pictures at smaller file sizes across multiple delivery platforms, including
the Internet, VoD, TV, mobile and other small screen devices. AmberFin
already has 100s of iCR systems in the field, and is trusted by some of the
world's most prestigious companies including Sony, NBA, Turner Broadcasting,
BT, Channel 4, RTM and Warner Brothers, managing the digitization and
repurposing of their content.

Privately held by Advent Venture Partners, AmberFin is part of the Snell
& Wilcox Group, headquartered in Basingstoke, UK. More information is
available at: http://www.amberfin.com

Editorial contacts

Bettina Winters
Hotwire for AmberFin
amberfin@hotwirepr.com
+44-(0)-207-608-2500

Scott Allen
Vice President, Marketing, AmberFin
scott.allen@amberfin.com
+44(0)1256-317-537

Source: AmberFin

Editorial contacts: Bettina Winters, Hotwire for AmberFin, amberfin@hotwirepr.com, +44-(0)-207-608-2500. Scott Allen, Vice President, Marketing, AmberFin, scott.allen@amberfin.com, 44(0)1256-317-537

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