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Riedel assimilates ASL

The super-quick deal marks Riedel as a new player in the live sound and theatre environments

After talks stemming from June of this year, German intercom specialist Riedel announced at IBC2016 it had acquired the Netherlands-based company, ASL Intercom BV.

ASL will remain in its Utrecht headquarters, but with the support, capital and infrastructure of Riedel, ASL’s sales and marketing director Susan McLohon reveals. It means that ASL jumps from a team of 10 to combine with the 450 strong staff at Riedel.

McLohon says: “For ASL, it’s a very good move because you get the Riedel background, the power Riedel really has in business and the technology background, but you expand your market. Riedel, for example, also expanded their market – we are good in live sound and theatre installation so there we have our big name – and they have a very big name in the broadcast. Now they can cover everything. For ASL, it’s also a continuation; we were a small company, now we have much more oomph behind us.”

ASL was established in 1985 by current managing director, Eric de Bruyn (pictured top left), who continues in the role after the acquisition. The Intercom brand will also be maintained.

Talking about the deal, de Bruyn says the broadcast and AV world are getting closer together.

“If you notice at [the] ISE [show], for example, you see more and more broadcast people and at IBC you see more and more AV people, but if you think about it, it’s a logical consequence. Riedel is moving more and more towards the installation market and we are not just doing broadcast anymore. For a few years now, we’ve been doing fixed installation, such as cruise ships like the Anthem of the Seas by the Royal Caribbean, we are doing the new Olympic stadium and are also doing operas and theatres,” he says.

“The install market is at an interesting point, it isn’t just broadcast anymore and ASL is a really strong brand in the market of install for theatre and live sound and fixed installations, so it can only help us to be more integrated with this market.”

It also means that the Wuppertal-based company now has a product that challenges the nearest rival, suggests de Bruyn. “Riedel has something that can compete easily with Clear-Com,” he says.

ASL products include digital and analogue intercom systems for event production and broadcast, such as live sound, theatre and fixed installations. The company’s flagship ASL FLEXUS intercom system allows multiple standards – Dante/AES67/AVB and RAVENNA – to coexist in a single system.

CEO Thomas Riedel (pictured top right) says: “ASL Intercom has a strong portfolio in digital partyline technology, and the company’s products adapt readily to a wide variety of applications, both small and large. Intercom applications remain a core element of our business, and we are confident that we’ll quickly be able to leverage the complementary technologies of ASL Intercom to serve an even broader array of customers that can benefit from exceptional communications systems.”

In an acquisition double-header at the Riedel press conference at the annual Amsterdam broadcast fair last month, the Wuppertal-based operation revealed it had also acquired DELEC Audio- und Videotechnik GmbH, maker of the Oratis intercom systems, Unito Dante audio-networking interfaces, and digital PA systems.