Recording and Production in the News

SEGMA appointed as new South African distributor

Cambridge, UK: Prism Sound is delighted to announce the appointment of Johannesburg-based Specialized Engineering Group in Media Advancement (SEGMA) as its exclusive South African distributor for all SADiE products and Prism Sound recording and post products.

Cambridge, UK: Prism Sound is delighted to announce the appointment of Johannesburg-based Specialized Engineering Group in Media Advancement (SEGMA) as its exclusive South African distributor for all SADiE products and Prism Sound recording and post products.

SEGMA is a group of specialized media engineers who work together to being advancements to the industry, whether it is through distribution of a class leading products or through the research and development of a product that will benefit the media industry.

This young and innovative company is just a year old but has already built a strong reputation for identifying issues that face the South African media industry and finding new methods to resolve them. The company is about to move to new premises in Johannesburg that will feature studios, final mix rooms and demo facilities to support both its customers and the equipment brands it represents. These brands already include ADAM Audio, which manufactures studio monitors.

SEGMA Director Maldwyn Greenwood says: "We are delighted that Prism Sound and SADiE have appointed us as their exclusive distributor. We are a young company and that gives us an enormous advantage because we are not afraid to innovate and try new strategies. There is plenty of scope to increase market penetration for both brands and we certainly feel that the quality of these products will make them very popular with our customers, who include large scale music production studios, broadcasters and educational facilities." Greenwood describes Prism Sound converters as 'the best in the world' and a worthwhile investment for any serious facility.

"The ADA-8XR multichannel converter might seem expensive but when you combine Prism Sound's renowned build quality and sonic excellence with the fact that users can upgrade and redesign the unit configurations to accommodate new modules, you soon realise the advantages of buying a unit that is truly future-proof. For those who need a more cost-effective solution, Prism Sound's Orpheus FireWire computer interface is an ideal alternative and we feel very confident that our customers will welcome this product with open arms."

SEGMA is also handling the entire SADiE range, including the new SADiE 6 software. This allows audio professionals the opportunity to access the power and flexibility of SADiE recording and editing from any computer running Microsoft Windows with ASIO compatible audio hardware, as well as existing SADiE5 hardware platforms. Greenwood hopes that educational facilities in particular will recognise the benefits of SADiE 6 as a training solution - and that this, in turn, will allow the brand to establish itself with the engineers of the future.

"The workflow in SADiE allows users to be much more effective with time management, and this is something that we can see appealing to all our customers, especially those in broadcast and post production," Greenwood says. "As an all-in-one package, you simply can't beat SADiE - it is reliable and flexible, it has a very easy to use layout and its instant processing means that you spend much less time spent waiting for the DAW to catch up.

"We are also very keen to introduce SADiE LRX2 location audio workstation to the South African market because it is such an outstanding product. The fact that it can record 64 channels is going to take the market by surprise because we have nothing locally available that can even begin to compete."

Commenting on SEGMA's appointment, Jody Thorne, Prism Sound/SADiE's sales and marketing manager, says: "We are delighted to be working with such a dynamic company and look forward to increasing brand awareness and sales for Prism Sound and SADiE in South Africa. This is a key territory for us and one in which we feel sure we can significantly increase sales. SEGMA places high importance on service and after sales support, which dovetails nicely with our philosophy that customer support is vital if you want to build and maintain a strong brand reputation."