Latest turn in the rapid development of Australian distributor Professional Audio Technology is its partnership with broadcast console manufacturer Lawo and VSM (Virtual Studio Manager) broadcast integration software.
‘Negotiations had been going on for a while, and we are more than delighted to be able to have been awarded the agency of these brands for Australia,’ says Tony Fitzsimmons, Technology Director of Professional Audio Technology. ‘No doubt, this will put us on the map in the Australian broadcast industry, as our portfolio already includes some well-respected world-class names. The representation of Lawo and VSM has turned Professional Audio Technology into an absolute pro audio and broadcast powerhouse.
'Lawo's Technology is second to none, and we are looking forward to making it as prominent in Australia as in other European and Asian countries,' he adds. 'The broadcast industry has to look years ahead when making a substantial capital purchase for stations and OB trucks. Lawo's technology is years ahead of the competition, and its spares policy is second to none – with support of discontinued products 10 years after they were last produced. Most importantly, Lawo is the leading broadcast and pro-audio manufacturer in the world, having been the main supplier of the Olympic games and Soccer World Cup for the past few years.'
The announcements of the agency of Lawo and VSM was made at Sydney’s at Integrate Show and follows those of Optocore, KME, Bel (Digital Audio), InfoMedia, Focal Professional, Danish Interpretation and Conferencing Systems, and Diamond over the past few months. ‘Of course, there is method to the madness,’ adds PAT MD Patrick Salloch. ‘We have had detailed plans and had conducted extensive market research on which brands we believed would do exceptionally well in our market and these are the brands we approached and put forward a solid business case. All of the brands that we represent have a unique world-class quality about them, which makes them the world leaders in their field. The fact that Lawo is the world leader when it comes to broadcast and pro audio applications is without question, and we are looking forward to representing this outstanding German manufacturer down-under.’
‘We are happy to work with Professional Audio Technology in Australia,’ says Rainer Kunzi, International President for Lawo commented. ‘Tony Fitzsimmons has long been a Lawo specialist and Patrick Salloch is known for his strong sales and marketing skills within this industry. The combination of all of these skills made the company a very attractive partner for Lawo in Australia. We are looking forward to a long and prosperous future between LAWO and Professional Audio Technology.’
The appointment is effective immediately.
