PHOTOGRAPHY business PixiFoto is set to announce mass job losses after its parent company plunged into administration late last week.

Staff at the Sydney-based group are currently being briefed by senior management about the dire prospects of the company. Photo Corporation of Australia entered voluntary administration on July 25, with John Morgan and Steven James of BCR Advisory appointed as administrators. PixiFoto, a subsidiary of Photo Corporation of Australia, specialises in family and baby portraits and has been in operation since 1971, with its kiosks dotted throughout the country in selected KMart, Target and Myer stores. The company is run by father and son combination Michael Watt and Peter Watt, with the latter appointed director in 1990. The company is also affiliated with PixiFoto Foundation, a charity which initially provided aid for childhood blindness prevention in Zambia and Kenya, and hosted a charity golf event throughout the last decade, featuring rugby legends John Eales and David Campese, cricket guru Max Walker, and actor Ada Nicodemou who has been ambassador for the foundation.