Aside from the World Cup, the industry is facing a number of other opportunities. So says Simon Robinson, MediaTech Africa trade fair director, who adds that "getting to grips with the introduction of high-definition (HD), Dolby E and 5.1 surround sound to television, as well as training technically qualified personnel, well-versed in these new technologies, are just some of the opportunities and challenges.

"These issues, along with the latest technology such as digital live mixing consoles, LED lighting and circular roof truss systems, will be explored at MediaTech Africa 2009, the biennial event which takes place at the Coca-Cola Dome from 23 - 25 July this year," says Robinson.

The MediaTech expo presents an opportunity to keep abreast of technology, to explore a plethora of leading brands, and to interact and network with leading industry professionals.

"Industry leaders from various backgrounds in audiovisual and communication-technical fields will showcase cutting edge technologies and services. This year particular emphasis will be placed on the role these sectors can play in the successful staging of the World Cup, and the benefits thereof," emphasises Robinson.

In total 80 companies, representing over 500 brands, will be in attendance this year. There will be a number of free workshops, ongoing product and sound demos, and of course the opportunity to explore leading brands and network with top industry professionals all in one location.

It is expected that MediaTech will continue to attract a growing number of foreign visitors, especially with the forthcoming World Cup. Substantial growth in visitor numbers is expected this year as the industry prepares for 2010 and seeks to investigate and invest in new technology.

Robinson states that particular emphasis will this year be placed on the role South Africa's broadcast, film, media and entertainment sectors can play in the successful staging of the World Cup, and the benefits thereof.

"2010 is a powerful catalyst for sales in broadcast and event technology, and MediaTech 2009 has been positioned with international media in the broadcast and pro AV market as the premier event for exploring technologies and opportunities in South Africa and Africa.

"Communication to these international markets has already generated immense interest from companies wanting to expand in developing regions," comments Robinson

MediaTech Africa will once again host the Screen Africa Talent and Technology Conference, plus a variety of training courses and seminars presented by the InfoComm Academy.

The choice of Gauteng over other South African regions was due to the p