Case Study: NDTV achieves 30% faster turnaround and superior-quality promos with Adobe Photoshop (Adobe Creative Cloud)

NDTV - Customer Case Study

NDTV, one of India’s leading broadcasting networks, faced mounting pressure to produce more shoot-based promos and advertiser tags faster while managing costly, closed legacy finishing systems. To address storage limits, expensive upgrades, and time-consuming transcoding, NDTV standardized on Adobe Creative Cloud for teams — adopting tools such as Adobe Premiere Pro CC, After Effects CC, Audition CC and Adobe Photoshop — with vendor Adobe Photoshop helping replace the legacy workflow.

Using Adobe Photoshop’s Creative Cloud tools, NDTV implemented a native, integrated editing pipeline that eliminated transcoding, enabled shared storage, and streamlined handoffs between editing, graphics, audio, and encoding. The new Adobe Photoshop–based workflow reduced capital expenditure by about 40%, cut promo turnaround time by roughly 30%, improved in‑house creative output, and created an efficient, extendable platform for multi-format delivery.

NDTV

K. Yegneshwara Iyer

Chief Information Officer