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Market report: Rental companies


MANUFACTURER VIEWPOINT: AUDIO-TECHNICA


H3: COMPANIES’ EXPECTATIONS FOR AN INCREASE/DECREASE IN AVERAGE RENTAL RATES


(% of respondents in each group)


Increase Decrease


Stay the same 2013 38% 28% 64% 8% 16% 11% 73% 2014 31% 31% 2011


What new equipment or technological development do you think is going to be most important to the market and why? And what role (if applicable) do you expect to play in this? As a microphone


manufacturer, Audio-Technica has obviously been affected by the changes to wireless frequency allocation over the last few years and will continue to be so. The shrinking available bandwidth means that the need for smart technology to overcome these challenges becomes a high priority. This has lead us to develop products like the new System 10 wireless system, which provides productions without a frequency specialist to use a wireless set-up in a crowded, hostile RF environment very simply. Providing flexible, straightforward solutions to these situations will be something that Audio-Technica will be particularly focussed on over the coming years.


At this time, what is your greatest long-term concern with regard to the European live sound market? The loss of radio frequency spectrum is the biggest challenge.


www.psneurope.com


Not only do we lose more and more spectrum, but we also don’t know to which frequency range we should migrate, as there are no clear plans available from regulation authorities. In addition, we face the situation that every country has its own idea on how to address the issue, which leads to the situation that every country basically needs its own dedicated product to meet with their regulations.


Alex Lepges, product manager, Europe, Audio-Technica www.audio-technica.com


PSNLIVE 2014 l 13





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