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BELIEVING IN THE MARKET - Bose Distribution Strategy

What is your perception of the Indian Market? MJ: I was in India in 94 and didn’t quite know what to expect, but it’s been really wonderful to be here. We have a global strategy we are trying to implement across all regions, so that we have a consistent way of building distribution and growing vertical markets.... read more on Page 32

Bose Interview

The FINCH - Live Music and More

Plutusone Hospitality Pvt. Ltd. unlocked a new side to Mumbai’s entertainment scene on June 29th when they launched a chic, elegant restaurant and bar - The Finch..... read more on Page 38

Sennheiser Chronicles: Interview with Vipin Pungalia

In an interview with PALM technology, VIPIN PUNGALIA, Director Professional Segment, Sennheiser India talks about the global launch of the wired XS 1 dynamic in India, his perception of the market for Sennheiser products in India and the growth achieved by Sennheiser in the country..... read more on Page 54


With millions of DJs in the running, reaching the top can be a daunting task. The PALM DJ Championship has been instrumental in building, promoting and nurturing this bank of upcoming DJ Talent since 2011..... read more on Page 68

A journey to discover rebirth of Linear Topology

Part 2 of the article Will The Linear Make A Real Comeback? wherein LT COL JASBIR SINGH KABERWAL, (Retd) SC hints at a futuristic emerging trend which may see a comeback of linear audio with advancements in technology offering sonic quality and advancement in size and energy efficiency to the next level..... read more on Page 36

Articles Sep-Oct 2017


In the last couple of years, jaw-dropping visual experiences at live entertainment events and venues, courtesy 3D projection mapping, motion graphics and augmented reality have made their presence felt in India. Tailor-made three-dimensional projection mappings have altered sound stages, building facades and architecture and even human figures in real time, creating interplay between real and virtual space with the help of cutting-edge technology. The PALM Conference and Seminar 2017 witnessed Technical Evangelist – VIJAY SABHLOK, touch upon the topic of Multi-Imaging using different technologies. Conference delegates got an opportunity to learn about the tools and techniques of creating Multi-Sensational Events and Installations, while also getting insight into new interactive technologies like Augmented Reality and Virtual Reality. PALM technology presents highlights of this session. The PALM Conference & Seminar session can be viewed on the PALM expo YouTube channel.... read more on Page 42

Top end LASERS missing from Rental Portfolios

India has been witness to some astonishing laser light extravaganzas at EDM events in the recent past, however a survey done by PALM technology indicates that as a general rule, lasers are missing in action and top quality brands are not afforded by event and rental companies. Though lasers are missing in action in show business, there is a huge opportunity and potential for renting lasers given that laser use is still in its nascent stage. Smita Rai reports on the ground reality... read more on Page 40

Bringing Life through Lights

Highly experienced lighting designer Roosevelt D’Souza is rarely restricted in his art. Best known for his work on Music Concerts and festivals, Roosevelt is actually a full service special event lighting professional, also specializing in designing & executing light effects for theatre production, brand launches, music concerts & festivals, fashion shows, film shoots, award ceremonies & ambience lighting. In this interview, he talks to PALM technology about his journey to becoming the “Master of Special Event Lighting.”.... read more on Page 66


First proposed in 1958, Class D amplifiers started gaining increased popularity and acceptance in the early 21st century, with this technology ruling since over a decade, overriding the demand for bulky & energy inefficient linear amps. In this article LT COL JASBIR SINGH KABERWAL, (Retd) SC hints at a futuristic emerging trend which may see a comeback of linear audio with advancements in technology offering sonic quality and advancement in size and energy efficiency to the next level... read more on Page 24

Articles Jul-Aug 2017

AV Today’s Trend in Hospitality

As AV sets new standards beyond traditional applications, ICT-AV-Security-Consultant - Mr. A.R. Chandrashekhar, touches on the topic of the latest trends in AV installations for the Hospitality segment with LED screens, displays and interactive video now contributing to the overall interior design of the hotel... read more on Page 84

Playboy Delhi gets a taste of TW Audio

After a high magnitude success with its first superclub in Mumbai, the city of glamour, the Playboy club is now rocking the country’s capital, New Delhi. The city’s party animals got a major reason to rejoice with the opening.... read more on Page 88

Sumi Baptist Church integration scales heights

Painted in blue and white, the Sumi Baptist Church - Zuneheboto is situated in Nagaland, bordering onto China, and is 212km from Dimapur Airport. Situated on the highest point more on Page 30

The Big Stage by AKhil Varma – Project Head, PALM Expo

More than 50% of India’s population is below the age of 25 and more than 65% below the age of 35. It is more on Page 84

Articles May-Jun 2017

Justin Bieber Sound Reinforcement

The Justin Bieber Concert motivated our editorial team to learn, how it is going to be done. The sheer capacity of deployment and state of the art delivery would mean the audio system engineering would have been ingenious and display of the classic Indian Jugaad, which in this instance would need to be disapproved. PALM technology met Warren D’Souza who presented with complete confidence planning, design, technique and expertise in setting up a world-class professional turnkey audio system. This issue being a LIVE Issue and stage sound being all about alignments and calibration, Warren’s role as a Systems Engineer, for the show has been highlighted. His acumen together with Co-Systems Engineer Sunil Karanjikar’s expertise has ensured smooth execution of the massive project. Somya Kedia more on Page 36


The Event Management industry has grown exponentially over the last decade with a host of varied events encompassing festivals, concerts, conference, corporate events and even marathons. This issue being the “Live” issue, we highlight the top 10 Event companies conceptualizing and executing the biggest live entertainment shows in the country. We have left out some of the bigger event companies whose focus is more into corporate or sports events and have highliighted only the ones organising the live entertainment and music more on Page 50

The Fountainhead of superlative experiences

In a career spanning nearly 22 years, the quality of Neale’s wins have been exceptional. With the vision of building brands he creates delightful experiences with events. In an exclusive with PALM technology, Neale talks about his journey and work and truly believes that the core essence lies in valuing the right talent! Smita Rai and Somya Kedia report. read more on Page 60

Top 35 Rental Companies

PALM Technology has done a crucial exercise of surveying the market for identifying these top 35 audio/video/lighting rental companies who are investing into product and inventory and offering the latest technology thereby driving the market and rental business with sizable inventory. This is not an audited list and is intended as a guide. read more on Page 76

People at PALM

PALM 2017 engages expertise of eminent personalities who have accomplished knowledge in their field of activity. Their valuable involvement in PALM, act as a driving force towards PALM’s intellect and dynamism which leads Indian entertainment professional landscape to a higher paradigm. read more on Page 88

Articles Jan-Feb 2017

Top FOH Engineers in India

There are the mixing masters behind the audio console who strengthen the core essence of live performances. Showcasing aptitude to blend instruments with vocals and attain a flawlessly balance sound, Front of House engineers are effective and confident technical experts who know every inch of the gear. read more on Page 46...

Going Live with Sunil Karanjikar

Sunil Karanjikar has worn many a hats in his career as a Live Sound FOH engineer. He reveals his aces and talks about the secrets and tricks to his success, his journey, along with the key challenges he faces during the course. “Live sound does not have an ‘Undo’ Button” he shares in his insights with PALM Technology more on Page 54...

Live Bands - Musical Escape

Commercial music in India has been mostly synonymous with film soundtracks. The fact however is that the music scene in India is constantly evolving and is only going to get bigger with more and more stage acts from independent music bands energizing the business, and by Indian music we also mean languages other than Hindi. In this feature we catch the action on stage from 10 Top live bands who have managed to post a huge-win. The bands have gained a lot of stage attention giving impetus to the entire business in India. read more on Page 64

Articles Nov-Dec 2016


The Playboy Club founded by media baron Hugh Hefner, first opened its doors in the 1960s in downtown Chicago and instantly became successful as a read more on Page 22

DJs Scratching on Favourites

2017 is set to be another fun-filled action-packed year in clubland! Somya Kedia tracks the trend and highlights the toolkit of some of the top DJs in the more on Page 32

Global Citizen Festival India

Looked up to as a beacon of hope, Global Citizen Festival India held in Mumbai on 19 November, 2016 proved to be a monumental day as India asserted its solidarity with the world in fighting extreme poverty. read more on Page 44

Electric Daisy Carnival debuts in India

Originating in Las Vegas Nevada, the Electric Daisy Carnival over the years has asserted itself as a hub for EDM fans across the globe, as a result of its fantastic on-stage music programming, enchanting stage designs, read more on Page 46

Product Specialists Driven by Passion

A professionally qualified sound engineer from SAE in Chennai, Tuhin is also a sought after DJ who has immense experience of playing at various clubs. A sharp understanding of the technical aspects behind sound production and immense knowledge of equipment, gained him the position of a product specialist for Pioneer DJ India and his areas of expertise lies in club equipment, samplers and remix stations. read more on Page 48

“Indian DJs are tech savvy” - Reji, Director, PALM DJ Championship

Growing DJ Industry

DJ industry is expanding exponentially and the growth rate has been phenomenal. Talking about the industry expansion, Reji observes that as the industry continues to evolve, the demands for technology, equipments, expertise and specific services have also witnessed a

read more on Page 60

Articles Jul-Aug 2016

I-Kandy gets K-Rigged

I-Kandy nightclub at Le Meridian hotel in Gurgaon was recently in need of an upgrade for its indoor sound system. Located at the Sector 26, Le Meridian Gurgaon, I-Kandy oozes sophistication. The luxurious pool club and European styled designed lounge boasts 2 bars across a sparkling 85 feet swimming pool...

read more on Page 32

Sound Design for Night Clubs and RestoBars

The focus of Milind’s presentation was ‘Sound Design for Nightclubs and Restobars: A field view’, wherein he spoke about the technicalities of sound engineering to formulate a great night club or a restaurant bar. Milind who is an Electronics Engineer from the CCSRR-Mumbai University, has invested years into sound engineering, setting up different clubs and bars. He has to his credit venues such as Triology - Mumbai, F Bar Mumbai & Chennai, Privy @ Le Meridian Delhi, Club Nyex, Goa, The Good Wife – Mumbai and many more...

read more on Page 58

AG Acoustics strikes the right chord with KV2 Audio’s ES Series

Conveniently located in the Outer Circle, near KG Marg, New Delhi is a new café in town - FLYP@MTV. Viacom18 Consumer Products - the consumer products arm of Viacom18 has extended Viacom’s flagship property “MTV”, to an on-ground experience by introducing this unique ‘MTV-style’ hangout in association with Funbars Hospitality Pvt. Ltd.

read more on Page 62

BELIEVING IN THE MARKET - Bose Distribution Strategy

Fresh innovation from Bose Professional with launch of EdgeMax™ In-Ceiling Premium Loudspeakers with PhaseGuide® technology, impelled closer look at Bose strategy. Anil Chopra, Editor, PALM Technology interviewed Morten Jorgensen – Director, Global Sales & Operations, Christian Liebenberg - Pro Regional Sales Manager – SEAK, ANZ & SAARC and Vibhor Khanna, Country Manager-SAARC to learn Bose indeed innovating its sales and product portfolio to gain traction from India’s robust market.

Bose has developed Distribution network partners focused on AV verticals and an expanded product portfolio focused on system integration. Altering strategy in supporting System Integrators rather than compete for projects, essentially to broaden sales in AV and Engineered Sound segment.

What is your perception of the Indian Market?

MJ: I was in India in 94 and didn’t quite know what to expect, but it’s been really wonderful to be here. We have a global strategy we are trying to implement across all regions, so that we have a consistent way of building distribution and growing vertical markets. India is a key country for us. We have seen a lot of growth over the past several years and we want to continue that growth for many years to come.

Are you satisfied with growth in India?

MJ: I am never satisfied. Having said that, we are growing faster in India than many other regions and we will continue with this significant growth. So I cannot say I’m unhappy with this growth.

Does India have more potential in your view?

MJ: I think there are so many opportunities in India that I think we can grow more. In India the caliber of people is much higher as compared to other regions. They are very strong technically, and they’ve been good with building relationships, they’re very motivated and excited. I think that’s what’s driving the growth that we see. We have several established verticals and we have several new verticals that we want to play is, such as the rental market and conferencing. In India compared to other regions, there is a huge growth potential for conferencing. We want to invest more into India and exactly decide where to put the money. For that we need to go after people, marketing, relationships and I am very excited about it.

Bose is here in India from many years and you must have a growth chart vis-à-vis investment which is imperative to sustain growth to build the market. So has the arc performed as per plan or has it under performed?

MJ: I think the big difference between today and about 15 years ago is the number of products that we have. 15 years ago we had a limited portfolio of products; it was just loudspeakers. But if we look at our portfolio today we do loudspeakers, we do amplifiers, we do signal processing and we do that in many different verticals – we do that in business music systems, we do that in the install market and in the portable market. Our products today are vastly different as compared to ten years ago, that has helped accelerating our growth in India.

CL: Each few years we relook our strategies because what worked in the last 5 years may not necessarily work for us today. What we are really doing now is that we have got a number of distribution partners who can allow us to penetrate the market. We do know it’s going to have its limitations so right now we are just evaluating from where the next big kick-start is going to come.

Any specific strategy for India?

MJ: I would also say that our approach to market strategy has changed radically from the past 5 years. If I go back five years in India, we were kind of like the system integrators. We were doing turnkey projects like Delhi airport etc. Then we realized that the global strategy for us is not to go direct but sell through a network. our new strategy in India is to go to key integrators in the marketplace. We sell to them, we support them and they do the systems integration. This way we cater to the strengths we have and that is our products, and our people supporting our integrators.

Bose is renowned for speaker technology. Why did Bose expand its product portfolio to this extent?

MJ: The way I look at it is, that we want to make it easier for system integrators. The way we can make it easier for them is to make sure that our products are being designed to go together. For instance, if you have a speaker and if you also manufacture the amplifier, you can put in equalization and limiting into your amplifier etc. and that makes it much, much easier for our integrators to do their job. And it makes the system perform better. These have been key reasons why we have expanded our product portfolio.

CL: The other critical point is that we don’t limit the system integration companies to only utilizing pro solutions from Bose. We can actually sell amplifiers to system integrators who want to use it with some other manufacturer’s loudspeaker.

So is connected Audio the area of growth on the consumer side worldwide.

MJ: Another change we have made is that we are having a global sales and product development focus. If you look at out our markets in America, in Europe, China, Japan etc., they all are different. So, in the past in India we maybe went after a particular market. In Europe, we went after a different market, and so on. So when there are five continents and when each region is doing their own thing, it’s really hard to come up with one product which fits every market.

So from the last few years we have been developing a global strategy. So the strategy we have for the Americas (the way we set up distribution, the verticals we go after) is now similar in the Americas, Europe, China, Japan, India and South East Asia and that has been a key focus for us. So when we come out with a new product, it fits in all our global markets. We develop products for the globe.

Distribution network is the new mantra!

MJ:Plus we are focusing on technology as a key part. For example, over the past year’s innovations in the ceiling speaker market haven’t been anything to talk about. It’s all been the same - just cheaper and more cheaper. But now Bose has developed EdgeMax - a ceiling speaker that has a compression driver, a phase guide and can give very, very even coverage. A flush-mount ceiling speaker with the audio performance of a surface mount speaker, but the aesthetics of a flush mount speaker – the best of both worlds. So by having a global strategy we can put all our focus on developing products that can fit all our markets.

Is there any one particular product innovated by Bose in response to the Indian market or from India feedback?

MJ: We typically don’t develop products specifically for one market. We develop products for across the world. So we interview the America, Europe and India as well, and based on the kind of input we get, we then manufacture a product based on that.

You mentioned that conferencing was a very strong growth segment, so should we say that, that the strongest growth area for Bose is Audio Conferencing and then AV and then rental?

MJ: We already have three existing verticals which we go after. Firstly, we have Portable, then we have Engineered Sound for House of Worship, Airports, convention centers etc. and then hospitality and then we have two new verticals - Conferencing and Rental. Conferencing for us is huge because we don’t play in that market today. Maybe we sell ceiling speakers to the market but we do nothing about the electronics, the interface, the experience. So with our new products for this market there is huge growth potential for Bose in this segment.

How exciting is rental or stage sound, in the scheme of things.

VK: We have launched our rental gear called the ShowMatch last year. ShowMatch has been getting very good reviews in the market and three major rental companies already have invested into this gear and are quite aggressively using this gear for all their events, be it shows or AV events. So we are getting very good response and we see that this market is accepting this particular gear in a very positive fashion.

That’s the reason we are very much excited about the future of this product line and we feel that it will be a good growth driver for us in the coming years. So Bose has become very serious about the rental business and we have a strategy in place.

We have established ourselves in the install domain in terms of the large convention centers and auditoriums but Rental and conferencing are new and the two are huge growth areas and there is a road map towards it and we are moving quite aggressively on both these two verticals.

How satisfying are the growth and net sales vis-à-vis the market for premium brands like Bose in the auditorium and in convention centers. How good is the market in India for that sector which is already established?

VK: We have lot of infrastructure projects with the new government coming in. The good part is that if we look at the last three years, the Bose pie has increased in the government vertical a lot which means customers - the government, which is traditionally a low cost buyer who buy L1 products have now started valuing the product and the quality of the product vis-à-vis the price. So they are ready to spend the premium in terms of getting the right quality sound.

So that is where we have seen growth and we are quite happy with it. We have pulled some more levers and we really want to grow aggressively in this particular vertical i.e auditorium and convention centers.

MJ: It’s very exciting in India because we are at a crossroad where certain verticals like install and portable have really changed our distribution model and now we have two more verticals.

VK: It’s kind of a matrix structure for us that we run our distribution channels and we also run our vertical strategy. So that’s how we cover the market much more effectively and we have partners specialized in various verticals.

So, which product would you like to emphasize to exploit this interview?

VK: We would encourage you to get a demo of the New EdgeMax premium In-ceiling loudspeakers. It’s an out of the world product and nobody has it in the competitive world as of now.

I get the impression that in terms of install sound it’s a major innovation.

MJ: Think about the old age where you had the surface mount speakers and people loved the sound and then we have the ceiling speakers and even with good conical ceiling speakers it was difficult to provide a great experience because the speakers were pointing straight down but with EdgeMax it gives you that surface mount experience but in a flush ceiling mount package. We have two phase guides – either 90 degree to put in the corner or 180 degree to put on the edge of the room. And the most beautiful thing is that the sound quality is similar to a surface mount loudspeaker but you don’t see that because they get mounted all over at the edge. People who heard the difference between EdgeMax and conventional ceiling speakers, got out of their seats. We got a standing ovation. I believe that EdgeMax is the next generation ceiling speaker.

So, when you say the EdgeMax, you mean that now the speakers will only get installed at the edge not across the ceiling?

MJ: Yes. Think about a beautiful conference room where you got surface mounted speakers across the hall protruding out. You don’t see EdgeMax, yet get an experience that is unparalleled to anything else in the world.

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