DAX is a cloud based Software as a Service production workflow application used by the television and film industries for media production and digital asset management. The name DAX is derived from "Digital Asset Exchange," and was first registered as a trademark by Sample Digital Holdings, LLC., the name by which the company that developed and provided the technology was known until 2012. Acquired in April, 2014 by Prime Focus Technologies, the company's North American operation is headquartered in Culver City, California. Prime Focus Technologies (PFT), the technology subsidiary of Prime Focus (BSE code: 532748), is a provider of cloud-based production workflow and media asset management applications to the entertainment industry.