Automated Processes Inc. is pleased to begin actively participating in the Indian professional audio market.
Because of the buoyant, film-centric nature of the Indian music industry, audio production remains steady.
The country has seen a proliferation in new FM radio stations as well as an increase in the number of live events the country is holding.
After researching India’s market, API decided now was the right time to expand its presence.
“Broadcast India 2009 was our first trip to gauge the Indian market,” said Dan Zimbelman, director of sales at API, “and we’re keen to tap into their recording industry. We have tremendous strength in the West and have just celebrated our 40th anniversary.
Users know that when they want the ultimate in sound, sonics and dynamics, API is their ‘go to’ for mic pres, equalizers and consoles.”
Given the vast size of the country and the traditional distribution challenges in India, API hired the Asia Pacific Media Group (APMG) to appoint and manage a number of dealers around the country – a different strategy than the usual sole-distributor, “winner-take-all” approach marketing groups often take.
API is looking forward to introducing a whole new generation of audio professionals to its analog consoles and signal processors at this year’s Broadcast India, which will be API’s third tradeshow in India.
The company also participated in PALME Expo India in 2010. API anticipates that their JDK Audio line in particular will resonate well in India’s price-sensitive market.
In an effort to reach even more specialists, API and APMG are planning workshops throughout India so that audio engineers can hear API’s unique sound firsthand.
“We don’t believe that every studio, engineer or producer in India needs an API console,” said Zimbelman, “but we do believe that if every studio recording ‘real’ music has two channels of API mic pre, then the sound on the front end will change their product dramatically.”
“Once they’ve done that, the desire to improve every part of the signal path will kick in.”
