Founded in November 1989, Tarusha Media is the one of the highest users of Avid technology with seven Avid systems at their state-of-the-art digital studio overlooking the Mahalaxmi Race Course in Mumbai.
Tarusha's main clientele are ad film makers and music video producers. The popular MTV shows MTV Loveline, and MTV Bakra are edited by Tarusha.
Tarusha is an exclusive Avid user, upgrading all its systems from time to time and keeping pace with the progress in editing technology. Starting with an analog hi-band editing set-up, in 1994 the studio ordered an Avid 8000 and a 400 to complement the high end Non Linear Editing (NLE) set-up. Today it has seven systems with five Avid 1000s and another Avid 400 added to make up an impressive editing outfit. The Avid 8000 is equipped with Film Composer.
On Avid, Tarusha's Bakul Gandhi says, "The fact that we have upgraded from two to seven systems speaks for itself. Avid is very user-friendly. It is easy for both editors and producers to understand and work on the system. And training new editors has become a very easy task." Tarusha has 8 in-house editors, many of who have learnt on the job.
Creative work is done in offline here for major ads, like Pepsi for instance, before taking it to high end online. (Online machines - Fire, Smoke - uncompressed online per hour 4000 - 6000)
Tarusha's expansion plan includes procuring a high end online system, probably set up right in the studio itself.
