The consumers are demanding the concept of sound quality along with the basic product features in terms of quality, reliability, and ease of operation

The professional audio (pro audio) industry in India is on an upsurge and this is definitely a sign of exciting times ahead. In the fiercely competitive world of media and entertainment, and with the evolving demands of customers, companies have to deliver more innovative offerings. The Indian media and entertainment industry growing at a CAGR of 11.4 percent is truly spoilt for choice. The consumers are demanding the concept of sound quality along with the basic product features in terms of quality, reliability, and ease of operation. The demand for high-quality sound also comes from the introduction of HD technology in all spheres - audio and video.

The pro audio equipment market has been on an upswing since 2009. There has been a visible shift in the market from analog to digital transition. In 2010-11, a minimal growth was seen in this segment. The total Indian market for pro audio equipment is estimated at Rs. 180 crore in 2010-11, a growth of about 20 percent over last fiscal. The pace at which the pro audio technology is growing is quite rapid and the Indian market has accepted the technology well.

India is definitely the key focus for several international brands and with continuous development, paradigm shifts are happening across all other industries. Consumers in various segments of the industry are looking at complete solutions and also toward a comprehensive solution provider. In 2010-11, a variety of technologically advanced products in the professional audio equipment segment was introduced. Several smartphones and Apple iPad applications were launched to offer a comprehensive and interactive guide for musicians, producers, and recording studios. The present-day consumers are looking for versatile microphones which exactly meet their requirement for quality output and compact size. Besides this, the consumers expect easy and intuitive setup and operation of the equipment. In the field of wireless systems, a majority of the consumers demand larger bandwidth so as to make the systems more flexible in an even more congested frequency spectrum.

The growth seen in the professional audio equipment is a result of not just one but a variety of factors. The entire solution is pushing the growth of the market to new heights. One of the factors leading to development in the market is the excellent technical expertise and facilities available for designing the products as per requirement of the consumers. Also, India is an emerging market that has been adaptive to latest technological transitions. The need of the user is easy interface and compact design of the equipment to make it user friendly and to design the equipment in such a way that it suffices for the customers for the next three years. Buyers look for technology that can be upgraded to better versions for future needs.

The gray market, however, continues to pose a challenge. Products are being copied and sold by the same name as original products at extremely competitive prices. The consumers get confused at the price variations and often opt for the products that cost them less, resulting in a thriving parallel industry. Also, the duty structure is skewed such that these products are often hand carried from overseas. Resellers buy them at a cheaper rate in China, Singapore, Dubai, and Korea and bring and sell them at a price which is lower than the current prevailing price.

Companies and individuals are ready to pay a premium for the best product suited to their requirements, which in turn reduces their operational expenditure alongwith the time spent in getting the equipment repaired. Mobile phones, tablets, and iPods are the popular tools in hand, which when used correctly can transfer content to mobile or any other format. With HD transmission, one can actually transmit 5.1 audio which gives a boost to professional audio industry. Pro audio and live sound industry can be the next big thing, and with the equations set right at the government level, large infrastructure in terms of exhibition halls, concert theaters, sporting venues, and theme parks need to be built. India as a destination for entertainment and tourism will soon be a reality.

Some of the major players in the pro audio industry are Aditya Infotech, Ansata, Audio Plus, Beyerdynamics, Bi-Amp, Bose, Bosch, Cinecita, Cineom, Comcon, Daxco Digital, Electro Dynamics, E&D Systems, Harman Professional India, Hi-Tech Audio Systems, MRH Digital Systems, Real Image Media Technologies, Rivera International, Sennheiser, Sun Infonet, Setron, Trimac, and Yamaha. Harman dominates the Indian market with a 45 percent market share, followed by Yamaha at 25 percent. Sun Infonet and Sennheiser each constitute about 4 to 5 percent share. Other brands have a combined share of about 22 percent.

Aditya Infotech Ltd. represents M-Audio, Yamaha, and Audix. Since April 2011, Aditya has moved away from Adam Audio, Apogee Digital, Audix, Rode, Mackie, and EAW.

M-Audio offers audio interfaces, microphones, guitar processors, MIDI interfaces, preamps, and sound reinforcement speakers.

Although Audix does not have a strong presence in India, globally it is recognized for its dynamic and condenser microphones in the industry. It offers various models including OM-Series, D Series, Micros, i-5, and SCX25A, and recently launched M40 and M70. Audix has also launched a sister product to the Micro-D, the Micro-HP. The Micro-HP has the ability to handle very high sound pressure levels without distortion, to isolate the sound of each instrument in a percussion ensemble, and to minimize gain before feedback for live stage applications.

Audio Plus offers a range of world class professional audio equipment. Backed by Ahuja Group of companies, it has a vast dealer network across the country. The company represents various brands including RCF, Wharfedale Pro, and Marshall.

RCF offers two-speakers, active subwoofers, and two-way passive speakers. The models offered are Art Series, SUB Series, 4PRO Series, and NX Series in speakers and subwoofers and DPS, HPS, and ED Series in amplifiers. Wharfedale Pro offers loudspeakers, studio monitors, amplifiers, mixers, and microphones. Marshall caters for professional amplifiers.

Cineom Broadcast specializes in system integration. It represents Crown, AMS Neve, Protool, Schoeps, DK Audio, BEL Audio, JBL, and ATC.

AMS-Neve offers analog and digital music consoles (Genesys, 88 RS, 88D, and Custom Series 75), preamps, summing mixers, surround compressors, stereo compressors, and equalizers.

Comcon manufactures audio distribution amplifiers, mixers, converters, headphones, speakers, processors, and recorders. Its products are designed in the IT environment making best of embedded expertise. Comcon represents various brands including Sonifex, Audio Technica, Renegade Labs, Utah Scientific, and Stirlitz.

Sonifex has been at the forefront of audio design and manufacture since 1969. It also designs in-house award-winning products, such as the Courier portable recorder. Sonifex has undertaken a number of projects for other clients globally.

Sonifex has excellent technical expertise and facilities for designing and manufacturing bespoke product design services products. State-of-the-art machinery is used and visual and electronic testing is carried out.

In India, the products have been widely used and appreciated by the broadcast industry, with the Redbox range and phone in hybrids being the particular favorites. The products are with local warranty and support from Comcon. The Sonifex product lineup includes audio distribution amplifiers, audio monitors, converters, microphone amplifiers, headphone distribution amplifiers, and speakers.

Audio Technica offers wireless mics, wireless monitors, headphones, mixers, and accessories.

Utah Scientific offers routing switchers, distribution amplifiers, and master control switchers.

The Renegade product line is designed for professionals - with new products and new features for existing products introduced on a regular basis while maintaining the compatibility needed.

The Renegade product lineup includes the standalone Blue|328 and Gray|328 audio mixers, alongwith the rack-mountable 328|MXE and the new M16 audio mixer. All mixers include the features necessary for working with audio in today's video environment, including AES and NTSC/PAL/HD sync, eight bus program, and monitoring outputs for surround or multi-channel production, and analog, digital, and SDI audio I/O capability.

The people behind Warsaw-based empeg.pl developed their first software audio logger in the early 1998. By 2005, virtually all major Polish commercial stations and public networks had switched to Stirlitz Logger, an extremely user-friendly logging system. SML users can forget about files, directories, and calendars. The unique timeline-based user interface makes accessing logs from different hours, days, months, or years as easy as tuning an old FM radio! Just drag the timeline to where you want to be and hit play.

ISMI uses the in-house developed Advanced Media Fingerprinting technology to analyze radio stations' audio output by monitoring and identifying songs, advertisements, and jingles.

In early 2007, empeg.pl introduced a new add-on to SML, the Stirlitz Media Podcaster, automatically creating, coding, and uploading multiple podcasts based on SML logs and other local audio.

Daxco Digital provides consultation, equipment supply, design, and system integration. The company represents various brands including Kinatone and Christie.

Harman International (India) Pvt. Ltd. is a leading global provider of premium audio and infotainment solutions. The company operates worldwide through a network of talented employees and best-in-class channel partners, positioned to serve both the emerging and established markets. It represents various brands including JBL Professional, AKG Acoustics, Studer, Soundcraft, Crown International, Lexicon Pro, dbx Professional, Selenium, Digitech, and BSS Audio.

JBL Professional produces the finest studio monitors with industry leading performance for demanding recording, post-production, and broadcast applications. The JBL LSR6300, LSR4300, and LSR2300 series go beyond accurate all the way to stunning by incorporating features which reduce the effect of problems in the room. All LSR models are engineered for use in the most demanding production environments.

AKG Acoustics is one of the leading manufacturers of high-quality microphones, headphones, and wireless equipment. AKG microphones and headphones have a long history on tour and in studio with international musicians such as Frank Sinatra, Eric Clapton, Peter Gabriel, Stevie Wonder, Aerosmith, the Rolling Stones, Rod Stewart, Anastasia, Eros Ramazotti, Kayne West, and Simply Red.

Studer provides mixing consoles in various models including GB2, GB4, Vi2, Vi4, and Vi6 among others.

Soundcraft offers audio-mixing consoles in various models such as GB Series, Si Compact Series, Vi Series, MH Series, EFX Series, SPM Series, RM Series, M Series, GicRac Series among others.

Crown International offers amplifiers and microphones.

dbx Professional offers mic preamplifiers, zone controllers, dynamic processors, equalizers, and accessories.

Lexicon Pro offers amplifiers (ZX-7, RX-7, and GX-7) and Blu-ray players.

Hi-Tech Audio Systems Pvt. Ltd. is a system integrator, dealer, and distributor of professional audio-video systems in India. They are distributors for Harman Pro Group, Klotz Digital, and Neutrik in India. Neutrik offers professional audio and video connectors.

Kramer Electronics offers an array of professional audio products including speakers, distribution amplifiers (6601 and SD-7816), digital audio matrix switchers (VS-42HC, VS-44HC, and VS-88HC among others), converters (466N, 6410N, and 6420N among others), preamplifiers, and mixers.

MRH Digital represents Electro-Voice, Dynacord, Mipro, and Crest Audio.

Electro-Voice from Bosch offers microphones, amplifiers and processors, and loudspeakers.

Dynacord from Bosch offers loudspeaker systems, power amplifiers, mixers, and controllers.

Mipro offers wireless microphone systems and portable PA systems.

Real Image Media Technologies represents various brands including Avid, Waves, Sonnox, Antares, SE Electronics, and Metric Halo.

Avid offers MIDI interfaces, plug-ins, digital audio consoles, handheld recorders, studio monitors, microphones, controllers, headphones, and earphones.

Waves is the leading developer of audio plug-ins for mixing, mastering, post-production, and live sound.

Sonnox offers a range of plug-ins including Oxford Limiter, Oxford Reverb, and Oxford Inflator among others.

Antares Audio Technologies develops innovative DSP-based audio hardware and software products including plug-ins and multipliers among others.

SE Electronics offers condenser microphones in various models including sE Gemini II, sE Reflexion filter, sEX1, sE T2, and sE4 among others.

Metric Halo offers audio interfaces and software.

Rivera Digitec represents Roland, which offers mixers (M-48, S-4000D, RH-PM5, and APC 33) and digital consoles (V-Mixer), guitar synths, and amplifiers.

Sennheiser offers a range of professional audio products which includes microphone systems, conference systems, tour guide systems, aviation headsets, and audiology solutions.

Sennheiser launched five loudspeakers from its distributed brand K-array, KU 36 ultra-slim subwoofer, KTL22 and KTL22C compact speakers with integrated spotlights, KZ10-4 PACK bundle, and KA7-7 amplifier. All five products are imported from Italy and deliver a remarkable combination of outstanding audio quality and efficiency for a wide range of installation applications.

Sennheiser's latest offerings also include new evolution wireless combo kits that are suitable for a wide range of user applications and budgets, modular white microphones for ceiling installation, and a new entry-level series of gooseneck microphones.

Setron India Pvt. Ltd. represents CAD, Lynx, Tascam, Community, Powersoft, and Ashley.

CAD Audio offers condenser mics (GXL Series, CAD Series, and others), noise-canceling headset (NB2), stereo headphones, recording microphone, studio recording mic, and tabletop recording equipment.

Tascam offers professional recording solutions such as AV-452 Power Mixe, CC-222 SL MK2, CD200 CD player, DR-07, DR-100, and DR-680.

Sun Infonet Pvt. Ltd. represents various professional audio equipment brands including Shure and Allen & Heath.

Shure is a renowned manufacturer of professional audio equipment including microphones, wireless systems, mixers, audio processors, phonograph cartridges, earphones, and microphones. It launched models in its acclaimed headphone and earphone series, SRH940 reference studio headphones, SRH550DJ professional quality DJ headphones, and also SE215 sound isolating earphones.

Allen and Heath offers a range of mixers and consoles including GL, GR, ML, PA, and PL Series among others.

Yamaha Music India Pvt. Ltd. offers full line of Yamaha musical instruments, pro audio, and audio-visual equipment to the Indian market. Yamaha offers a range of pro audio products including mixers, power amplifiers, processors, speakers, interfaces, and PA systems.

This article is based on research conducted by Broadcast & Cablesat in July, 2011

Goutham V.
Executive - Business Development,
Daxco Digital Pte. Ltd.

On market and technology trends

The situation in India is not unique. Globally, the music industry has been in recession for about four years and is now making a slow recovery. The estimation of the music industry size is a challenge, as the unit sales and the average realization prices continue to be a closely guard slow.

On factors driving the market

Digital distribution along with the other growth drivers as detailed above will drive the industry in the next five years

On sales trends

From the perspective of pure financial returns and looking at other alternatives, and more attractive avenues available to the entertainment sector, the music industry will need to completely reinvent its business models in order to attract significant investments. In the future, it is hoped that the film and the music industries will work by digital infrastructure, affective distribution formats, and a more conducive and effective regulatory regime, to combat piracy and get the listener back into the buying mode.

Next few years could see a consolidation and shake out. The corporatization in the film industry would have a beneficial effect on the music industry, as they jointly move toward more equitable revenue.

On major clients

Sun Networks, Doordarshan, and music directors from south India