Jünger Audio To Sell Directly to China, From Beijing

Processing- and loudness-monitoring-equipment manufacturer Jünger Audio has opened an office in China to sell directly into what is now rated as the second-biggest economy in the world.

The German company’s products are used widely in sports broadcasting as well as for general TV and radio programmes. HBS installed Level Magic units into its facilities at this year’s World Cup to achieve a consistent loudness for stereo and surround sound.

Jünger Audio China has its headquarters in Beijing and is headed by Jian Gao, previously marketing director at Loud Tech Inc. Jünger Audio Managing Director Peter Poers says that having the new business run by a Chinese national was important: “First, there is the language barrier, and, second, business should be done in China by Chinese people.”

According to Poers, a combination of “improved international relations, an expanding economy, and increased foreign investment” has made China “a very attractive proposition for European companies.”

The 2008 Beijing Olympics was a major showcase for China, and Poers acknowledges that then might have been the time for a European company to start trying to break into the market. “But now,” he says, “we are finding an immediate interest in what we are offering.”

Loudness control is of particular interest to China’s national and regional broadcasters, all of which are state-controlled. Jünger Audio is dealing with CCTV, Beijing TV, Shanghai TV, and Jiangsiu TV, which is in charge of developing loudness systems for the government. “Jiangsiu TV invited us to be a participant,” says Poers, “and we now feel like we have been in the country for years.”

With the growing potential of China as a customer, Jünger Audio decided to change the way it distributed its products to the Chinese mainland, he says. “Looking at the whole of the South East Asia market, China is too big to distribute to from Singapore.”

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