It's show time

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PALME, the Middle East pro audio and lighting industry's preeminent annual trade convention, returns to Dubai in April, with organisers promising an expanded focus on the booming live events production sector. John Parnell recently caught up with Palme 2008 exhibition director Alexander Heuff in Dubai.

What will be the main point of difference at this year's Palme exhibition compared to previous years?

One of the things we're most excited about is the large number of local distributors who are set to introduce new product lines at the show, particularly those manufactured by third-party distributors.

The amount of floor space being booked by some of the region's biggest distributors suggests this year's show is going to be the largest yet. We're also expecting 20% more visitors to attend this year compared to 2007.

We are planning a number of worthy additions this year, including a larger number of live attractions, educational seminars and associated programmes.

What will be some of the highlights on the exhibition floor?

FogScreen projection displays will be positioned at the entrance points of halls five and six. The company's flagship product is a dry fog projection screen, which boasts quite a remarkable design.

On the pro audio front, Yamaha is creating a temporary venue complete with a stage, while Pioneer has promised to build a huge DJ rack where show visitors can try out the company's products.

Where are the majority of the show's exhibitors based?

Around 60% are from the UAE, with the remainder based in international markets. There is a strong European contingent this year and a much larger number of companies from Asia, particularly China, Taiwan, Singapore, and Hong Kong. Most tend to be involved in the pro audio and lighting sectors, with a strong focus on architectural lighting and digital signage. These companies are often more competitive and they tend to do very well in Dubai and the surrounding region.

Which industry sectors do you see providing the greatest opportunities for growth in the future?

Install is the fastest growing show within Palme. This is a result of the massive growth of the commercial and residential AV sectors. As more hotels are built, there will be a corresponding increase in the number of bars and nightclubs which will drive demand for AV technologies. Infrastructure projects such as the Dubai Metro will also drive growth within the industry.

You are also planning to expand the Event 360 live events component at this year's show?

That's correct. The growth of the live events sector in the Middle East prompted us to rethink our strategy for Event 360 this year. We have taken the decision to re-launch the event to target events management companies as well as venues.

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