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Published on February 1, 2008

The firm's survey found that the new generation likes to listen to music scratched by DJs but they can only enjoy it at pubs and bars, Lertpun Mounglek, manager for car audio marketing and CDJ product sales, said yesterday.

Spotting an opportunity to introduce a player for end-users to entertain themselves at home or at small events, the company yesterday launched the CDJ-400 Digital Turntable.

It has similar internal workings as professional models but is portable and can link via USB with IT equipment such as MP3 players and computers.

Since buyers might not know how to scratch CDs themselves, Pioneer will arrange activities and advertise in media channels that would reach its targets - the young generation and students.

It is also lining up partners for a "DJ society" where customers can exchange their CD turntable players and music, chat and do many activities together.

The marketing budget has not been fixed yet, but Lertpun admitted it would take a long time to build demand.

Pioneer enjoys 80 per cent of the local Bt120-million market, which covers only commercial venues like pubs and bars.

It expects to see 1,000 of the new players sold within the first 12 months.

Managing director Satoru Kurosaki said the firm was also the leader in car audio systems and home theatres and wanted to continue strengthening its position. Car audio systems contribute 50 per cent of its sales and home theatres 10 per cent, followed by CD turntable players.

Nitida Asawanipont

The Nation