Region sees rise in demand for media production tools

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As the region witnesses a boost in media production and production houses, technology and equipment supplier are recording substantial growth in their business, observe industry professionals.

Sony Professional Solutions Middle East, one of the industry leaders in the region, announced a 20 per cent growth for fiscal year 2009, marking continuous growth for the past five years in the region.

The announcement was made at Power of Images 2009 in the UAE, its biggest event for the region this year, attended by more than 60 VIPs from 16 countries.

At the event, the company unveiled its future expansion plans and reviewed the changing local broadcast industry. In a positive move from Standard-Definition (SD) to High-Definition (HD) towards high-definition format by the industry, Futuresource Consulting survey revealed that HD products accounted for 60.7 per cent of the market in 2008 and HD pro camcorders accounted for 70.5 per cent of sales in the Middle East in 2009 (year-to-date).

The independent analyst also released figures showing that sales of HD pro camcorders in the Middle East have been boosted over the past few years.

Sony Professional's systems integration business, covering end-to-end solutions such as HD studios and Outside Broadcast (OB) vehicle HD systems, was also cited as a major differentiator and source of income for the regional business.

The Power of Images took customers and prospective customers on a visual journey aimed at starting a constructive conversation about challenges and successes of the local industry. It showcased some of Sony Professional's recent, state-of-the-art equipment such as its first Solid State Shoulder-mount camcorder the PMW-350 and also offered hands-on demonstrations so that attendees could understand the latest technology and the best ways of using it to get maximum experience and return on investment.

Awad Mousa, Marketing Manager, Audio Visual, Mena, Sony Professional Solutions, said: "We are excited by the opportunity to host the region's first Power of Images Event, which places 'experience' at its centre in a way that a traditional trade shows aren't always able to do. We have the wonderful opportunity to demonstrate not only how our equipment is transforming the future of film internationally, but also what Sony Professional is doing right here and now in this region to realise this goal."

Adam Cox, Senior Market Analyst, Futuresource Consulting, said: "The broadcast industry in the Middle East is going through a period of rapid change at the moment, although so far in 2009 HD still has only accounted for just 24 per cent of 2/3-inch sensor ENG camcorder sales compared to 88 per cent in Western Europe. While there is evidently still a way to go, we are seeing significant progress being made with large deals being signed across the region and the inauguration of the Middle East's first HD channel July 2009.

"Broadcast is currently a huge focus of investment in the region although the more widespread adoption of HD is dependent on the technology being pushed to the fore by pay TV operators as has been the case in more mature markets such as Europe and the US."

To support this transition, Sony Professional has invested more resources in the region, planning to increase the number of broadcast events it holds each year. In addition and as part of its growth, its Middle East operations will also expand to relocate to a new facility in Tecom IMPZ later this month, the company said in a statement.

By Staff Writer

© Emirates Business 24/7 2009