Through The Looking Glass
May 1, 1999 12:00 PM,
Jared Blankenship
According to the 1998 Sound & Video Contractor Reader Profile, 53% of youdesign and install for corporate A-V applications, 48% in CCTV, 35% fordisplay video, 33% for teleconferencing and 29% for home theater. Whencompared to the 70% of you involved in sound reinforcement, the percentagesof video-related readers may seem less significant. They are not; thenumbers are indicative of a growing degree of industry cross-pollination.
By now, we should all be acquainted with this modern trend toward marketintegration; to remain financially viable, many contractors are seeking newavenues of work. The predominant reason for this is a sound one-the greatera given company’s diversity, the less damage it will incur from a slump ina specific market. Diversification, if properly implemented, can equate toongoing profitability.
It is only logical for a contractor specializing in sound reinforcementapplications to consider expanding into such related applications as videotechnology. Indeed, many fields inherently imply a level of integration, asis the case with home theater design and installation-the most spectaculardigital video display equipment is underwhelming without a high-performancesound system.
It may make just as much sense, however, for you to consider fields thatmay not be so apparently related to your company’s original target market.You see, the integration trend is not initiated solely by contractors; yourclients have an important role in its manifestation as well. Many largerchurches, for example, are turning to large-screen video display technologyto augment their services. Consequently, a contractor who can offerservices in both audio and video applications is far more likely to win abid. It therefore follows that considering new markets can mean far morethan increasing profits; it may mean survival.
To that end, S&VC offers monthly video-oriented editorial, including PetePutman’s Video Projections column, and in May, we offer an issue focusedmore intensely on video. This issue will provide information useful for twopossible positions. Those of you already regularly working with video willfind instructional articles covering such important topics as video signaltransmission and the use of mirrors in projector orientation. For those ofyou searching for new means of diversification, we explore the areas ofdynamic signage and control room video presentation. Whether you arealready caught in the middle of this diversification trend or you aresimply considering stepping into the realm of video-related installation,S&VC will provide you with information integral to success.
