RED appoints Advanced Media as official distributor for MENA

RED has opted to include channel distribution in the Middle East and North Africa region in light of rising competition and increasing demand for local support and training. Dubai-based distributor Advanced Media Trading (AMT) has been appointed distributor of RED cameras and peripherals for the MENA region and will work closely with Mike Grieve, recently appointed Regional Sales Director for RED EMEA, BroadcastPro ME can reveal.

“There’s been an increasing demand for RED cameras and peripherals in the region, but in equal measure, there has also been a dire need for local support, training and improved service delivery here,” Kaveh Farnam, CEO of Advanced Media Trading, told BroadcastPro ME.

AMT already distributes several products, such as the Firefly and aerial solutions that it claims works well with the RED camera. This new arrangement, however, will enable it to keep stock of RED cameras and peripherals such as plates, batteries, cables, adapters and connectors. AMT is also the only company in the region that undertakes lens calibration, which has significantly raised its profile in the production market. It also conducts regular training workshops and demonstrations on the products it distributes for end users across the region. All of this made AMT suitable to distribute RED solutions in the MENA market.

RED has also made greater inroads into cinephotography, again a strong point for local distributor AMT, which sells high-end photography solutions to the regional market.

“There has been an increasing demand for cinephoto solutions and our digital cinema workshops, some of which will be held in conjunction with RED and seek to train end users here to maximise the potential of these cameras. Besides a scheduled stream of educational information via workshops, we will also encourage online engagement and will have on-site demonstrations at CABSAT,” added Farnam.