In Broadcast - January 2014 - 26


I N T E R N A T I O N A L

WWW.INBROADCAST.COM | ISSUE 27 - JANUARY 2014

N E W S

InREPLY

Audio-Technica Call The Shots On Mics
Audio-Technica's Export Sales Manager and Regulatory Specialist Dré Klaassen
discusses customer demands, sports broadcasting, and shotgun microphones...

26

InB: How is your company
adapting to meet customer
demands?
Dré Klaassen: In terms of company
structure in Europe, AudioTechnica has exclusive distributors
and its own offices in the UK,
France, Germany and Hungary
(dealing with Central European
territories). So the company has
direct contact with customers in
these countries, enabling us to
react quickly to their needs, gain
feedback on product requirements
and performance and so on.
So we're very close to those using
our products in the field, which has
a very positive impact on things
like product development. For
example, Audio-Technica has had
a relationship with sound designer
Dennis Baxter that stretches from
his involvement in the Los Angeles
Games through to London 2012 and
preparations for next year's Winter
games in Sochi. His requirements
and knowledge fed directly into the
creation of the BP4027, BP4029
and BP4071L shotgun microphones,
based on products developed for his
use in Sydney. We pride ourselves
on being on top of our customers'
demands - the result of being
closely involved in the applications
our microphones are used in.
The demands of broadcast
production are changing all the
time, and they change fast. Take
sports broadcasting - ten years
ago shots of football
matches and

Audio-Technica's
BP4029 stereo
shotgun microphone

Audio-Technica's BP4071L
'long' shotgun microphone

big sporting
events were longer and
less fast-paced than they are today.
Now, images are very dynamic and
audio needs to deliver the same
dynamism and excitement - it's
imperative that we nurture close
links with broadcast customers
in order to deliver the kind of
products they need to keep pace
with these changes.
InB: What criteria are
broadcasters using to select
products?
DK: There's clearly a balance
to be struck with products for
broadcast applications, because
the various parties involved have
different criteria. On one hand,
the technical engineers actually
using microphones want to
know how a product makes his
or her working life easier, or the
production sound better, while
those responsible for purchasing
equipment for broadcast want a
solid return on their investment.
Audio-Technica is a very productled company, so our efforts are
always directed at providing the
users of our products with
great results and

r e l i a b i l i t y.
But our design and
engineering capability means
we can also produce highperforming, professional
products that deliver a
very quick return on
investment. AudioTechnica has a proven
track record in this
regard, and we're seeing
increasing interest in the
benefits of specific products
like our stereo shotgun
microphones as a result.
Something that I think
Audio-Technica has been
particularly successful at
is removing the fear of
employing new equipment

that broadcasters
sometimes have. Because of
time constraints, there can be
some reticence to move to new
microphones in case a switchover causes delays or involves a
steep learning curve. But we've
managed to allay these fears with
many customers, simply by virtue
of the fact that the products are
designed to be very easy-to-use
and efficient - and come equipped
with all that you need for immediate
professional use; windshields,
clamps and so on. We're aware
that it's not just the product that's
important to broadcasters, it's
the ease of deployment and user
experience too.
InB: Which territories are showing
particular activity?
DK: The Middle East is an exciting,
growing market for us. I had a
meeting recently with a
member of the

Te l e c o m m u n i c a t i o n s
Regulatory Authority based in Dubai
and he mentioned the investment
in 'media parks' in the UAE, offering
broadcast production facilities to
the global broadcast industry. With
various tax incentives that may
be available, I think the Middle
East is set to grow enormously
in importance to broadcasters
around the globe. It's a burgeoning
market and one that's of increasing
significance to Audio-Technica.
InB: Any product innovations
ahead that you can discuss?
DK: As I mentioned, Audio-Technica
is led by its products, so research
and development is constant
and innovation is something that
drives the company. It's not always
possible to talk about what's around

the corner, but development on
wired, wireless and headphone
products for the broadcast market
is on-going and will ensure we keep
up with changing applications.
InB: Can you describe some of
your recent deployments?
DK: Well, we know that our stereo
shotgun models - the BP4029 in
particular - is being deployed in
large numbers across Europe at
the moment. We've seen huge
interest and very strong sales in
these models in the last few months
across Russia, Spain, Italy, Poland
and the Netherlands. More and
more broadcasters are recognising
the benefits of the microphones'
ability to deliver a left-right stereo
output (wide or narrow) via the
microphone's internal matrixing
system or choosing discreet MidSide signals - which is something
unique competing products
can't do.
InB: Thank you for taking time to
answer our questions.


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Table of Contents for the Digital Edition of In Broadcast - January 2014

In Broadcast - January 2014
Contents
InNews: Full Sail Uni Selects Avid Systems
InNews: Luxembourg Charm Success
InForm: Guntermann & Drunck Intensify Security
InReply: Datavideo – Designed for Versatility
InStudio: Filmmaker Captures Wildlife With Vinten
InGear: Frezzi Skylight – Advanced Led Lighting
InTest: OTT Is a Hybrid: It’s How You Look at It
In Broadcast - January 2014 - Intro
In Broadcast - January 2014 - In Broadcast - January 2014
In Broadcast - January 2014 - Cover2
In Broadcast - January 2014 - Contents
In Broadcast - January 2014 - InNews: Full Sail Uni Selects Avid Systems
In Broadcast - January 2014 - 5
In Broadcast - January 2014 - InNews: Luxembourg Charm Success
In Broadcast - January 2014 - 7
In Broadcast - January 2014 - 8
In Broadcast - January 2014 - 9
In Broadcast - January 2014 - 10
In Broadcast - January 2014 - 11
In Broadcast - January 2014 - 12
In Broadcast - January 2014 - 13
In Broadcast - January 2014 - 14
In Broadcast - January 2014 - 15
In Broadcast - January 2014 - 16
In Broadcast - January 2014 - 17
In Broadcast - January 2014 - 18
In Broadcast - January 2014 - 19
In Broadcast - January 2014 - 20
In Broadcast - January 2014 - 21
In Broadcast - January 2014 - 22
In Broadcast - January 2014 - 23
In Broadcast - January 2014 - InForm: Guntermann & Drunck Intensify Security
In Broadcast - January 2014 - 25
In Broadcast - January 2014 - 26
In Broadcast - January 2014 - 27
In Broadcast - January 2014 - InReply: Datavideo – Designed for Versatility
In Broadcast - January 2014 - 29
In Broadcast - January 2014 - 30
In Broadcast - January 2014 - 31
In Broadcast - January 2014 - 32
In Broadcast - January 2014 - 33
In Broadcast - January 2014 - 34
In Broadcast - January 2014 - 35
In Broadcast - January 2014 - 36
In Broadcast - January 2014 - 37
In Broadcast - January 2014 - 38
In Broadcast - January 2014 - 39
In Broadcast - January 2014 - 40
In Broadcast - January 2014 - 41
In Broadcast - January 2014 - InStudio: Filmmaker Captures Wildlife With Vinten
In Broadcast - January 2014 - 43
In Broadcast - January 2014 - 44
In Broadcast - January 2014 - 45
In Broadcast - January 2014 - InGear: Frezzi Skylight – Advanced Led Lighting
In Broadcast - January 2014 - 47
In Broadcast - January 2014 - 48
In Broadcast - January 2014 - 49
In Broadcast - January 2014 - 50
In Broadcast - January 2014 - 51
In Broadcast - January 2014 - 52
In Broadcast - January 2014 - 53
In Broadcast - January 2014 - 54
In Broadcast - January 2014 - 55
In Broadcast - January 2014 - 56
In Broadcast - January 2014 - 57
In Broadcast - January 2014 - 58
In Broadcast - January 2014 - 59
In Broadcast - January 2014 - 60
In Broadcast - January 2014 - 61
In Broadcast - January 2014 - 62
In Broadcast - January 2014 - 63
In Broadcast - January 2014 - 64
In Broadcast - January 2014 - 65
In Broadcast - January 2014 - 66
In Broadcast - January 2014 - 67
In Broadcast - January 2014 - 68
In Broadcast - January 2014 - 69
In Broadcast - January 2014 - InTest: OTT Is a Hybrid: It’s How You Look at It
In Broadcast - January 2014 - 71
In Broadcast - January 2014 - 72
In Broadcast - January 2014 - 73
In Broadcast - January 2014 - 74
In Broadcast - January 2014 - 75
In Broadcast - January 2014 - 76
In Broadcast - January 2014 - 77
In Broadcast - January 2014 - 78
In Broadcast - January 2014 - 79
In Broadcast - January 2014 - S1
In Broadcast - January 2014 - S2
In Broadcast - January 2014 - S3
In Broadcast - January 2014 - S4
In Broadcast - January 2014 - S5
In Broadcast - January 2014 - S6
In Broadcast - January 2014 - S7
In Broadcast - January 2014 - S8
In Broadcast - January 2014 - S9
In Broadcast - January 2014 - S10
In Broadcast - January 2014 - S11
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