ASSIMILATE Appoints Whiteways Holdings as Exclusive Distributor of SCRATCH in South Asia and South East Asia

SANTA CLARA, Calif., Jan. 31, 2013 /PRNewswire-iReach/ -- ASSIMILATE, the leading global provider of DI and dailies tools for digital cinema, episodic television, commercials and spot tools announced today the appointment of Whiteways Holdings Pte, Ltd as exclusive distributor for its SCRATCH® and SCRATCH Lab® product lines in South Asia and South East Asia. Whiteways will work with ASSIMILATE's existing resellers and will also appoint new resellers in areas where needed.  Prasenjit Sengupta, now director at Whiteways, is responsible for driving sales, and building and overseeing customer relationships in the region.

Sengupta will manage sales, services, and support across South Asia and South East Asia. A highly successful media and entertainment software and hardware executive, Sengupta brings over 25 years experience and an intimate knowledge of file-based workflows to ASSIMILATE.  He was most recently director of sales for ASSIMILATE India, and prior to that held positions at Kit Digital, Benchmark Systems, Aditya InfoTech, Apple India, Tata Elxsi, and Rahul commerce.

The countries of South Asia and South East Asia include India, Pakistan, Bangladesh, Sri Lanka, Nepal, Singapore, Malaysia, Philippines, Indonesia, Vietnam, Thailand, Cambodia, and Myanmar.

"We are very pleased to be selected as ASSIMILATE's distribution partner in advancing digital film technology and workflows in the region," said Prasenjit Sengupta, director at Whiteways Holdings. "We understand the needs of this market, which include post-production companies, and studio and independent production companies. We have the expertise to tell them the ASSIMILATE story and how SCRATCH and Lab can cost-effectively streamline their workflows and enable greater productivity and creativity."

"Often times, the technology used for a production is the background hero of the film," added Sengupta. "With respect to the latest digital technologies, the Asian markets are still catching up to Hollywood in many ways, and we want to fill that gap by providing the right tools, training, and timely support to make every customer successful in their ventures."

"While ASSIMILATE is widely recognized for its innovation and high-performance SCRATCH and Lab products, perhaps what our customers appreciate the most is our dedication to customer relationships and the many ways we support them," said Nacho Mazzini, VP worldwide sales at ASSIMILATE. "We're pleased to work with Whiteways Holdings because they're committed to providing our customers the relationships and support they need for the best SCRATCH experience."

SCRATCH Digital Workflow Tools

ASSIMILATE's SCRATCH end-to-end data workflow -- from dailies, to conform, color-grading, compositing, and through to finishing -- and SCRATCH Lab, a robust dailies or VFX review digital pipeline, deliver the industry's most comprehensive toolset for data-centric digital cinema and episodic television productions for 2D and 3D stereo projects. Both products support multiple formats, including ARRI RAW, Sony F65 and F55, Phantom, and Canon 5D, as well as enhanced support for RED ONE, RED ONE MX, SCARLET, and EPIC at all resolutions. All versions of SCRATCH and Lab software, running on Mac OS X and Windows 7, feature SDI and 3G output via AJA Kona 3G graphics cards, fast dailies rendering, and improved metadata and time-code handling. For the latest feature film and TV credits, pricing and sales, visit

Whiteways Contact Information

Whiteways Systems Pte Ltd

7030 Ang Mo Kio Ave 5, #08-28

Northstar@AMK Building

Singapore 569880 

Ph - +65 66847907

Fax - +65 66847908

Mobile - +65 81119562


ASSIMILATE is the premier provider of digital workflow and post-production tools that have proven essential to the successful creation of thousands of studio and independent features, television shows, music videos and corporate video productions. The company's SCRATCH products, running on Windows and Mac OS X, are the heartbeat of today's most demanding digital post-production and dailies workflows for 2D and stereo 3D productions. They equip directors, DPs, on-set professionals and artists with the state-of-the-art, intuitive, data-centric solutions they need to meet the continual challenges of increased creativity and productivity amid ever-shrinking budgets. ASSIMILATE's SCRATCH data-centric DI system, is the most comprehensive, end-to-end cinema and broadcast imaging tool for playback, conform, editing, color grading, compositing and finishing for nearly all popular digital workflows, including, RED, ARRI, Sony F65 and F55, Canon 5D, Phantom, Go Pro and many more. SCRATCH Lab delivers a comprehensive toolset for the review, versioning, color correction, conform and output of on-set or VFX dailies. ASSIMILATE is a privately held company, with headquarters in Santa Clara, California, USA, with offices in London, UK, Groningen, NL and Beijing City, CN and markets its products worldwide via a global reseller network. To learn more, visit

Media Contact:

Ron Prince, Prince PR, +44 (0) 1225 789 200,

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