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FOCUS ON FUNDAMENTALS<br />

Hedy Lamarr and George<br />

Antheil patented a frequencyhopping<br />

technique to control<br />

torpedoes and avoid detection<br />

and interception.<br />

Result Oriented<br />

P R O J E C T I O N L I G H T S & S TA G I N G N E W S&<br />

Marketing Strategies<br />

P R O J E C T I O N L I G H T S & S TA G I N G N E W S<br />

continued from page 39<br />

chronometers.” And to insure further accuracy,<br />

they suggested the use of a synchronizing<br />

pulse, which would be transmitted<br />

periodically to signal the receiver when to<br />

start the clock.<br />

The use of frequency-hopping would<br />

effectively spread the carrier signal<br />

among a wider spectrum of electromagnetic<br />

radiation. This is a technique known<br />

as frequency-hopping spread spectrum<br />

(FHSS) transmission. It differs from fixedfrequency<br />

transmission in that the transmitter<br />

and receiver are not set to a single<br />

frequency, as is sometimes the case with<br />

wireless microphones. Instead, the carrier<br />

signal ranges from 2.4 GHz to 2.4835 GHz,<br />

which is known as the ISM band (industrial,<br />

scientific, and medical), or from 5.47 GHz<br />

to 5.725 GHz, which is known as the U-NII<br />

NEWS<br />

EVENT PRODUCTION DIRECTORY<br />

With Verifiable Results<br />

<strong>PLSN</strong> & EPD<br />

A Case Study in<br />

EFFECTIVE Advertising<br />

Bob Morrissey is a tough customer… You have to be tough<br />

to run a production <strong>com</strong>pany in Rhode Island for 35 years.<br />

You also have to be smart and know what works – on stage<br />

and in running a business. When it <strong>com</strong>es to marketing his<br />

<strong>com</strong>pany, East Coast Lighting & Production Services, Bob is<br />

sure of one thing, advertising in Projection, Lights & Staging<br />

News and the Event Production Directory works!<br />

band (unlicensed national information infrastructure).<br />

Refresh Rates<br />

plsn<br />

The bandwidth of transmission is less<br />

than 1 MHz, so several hops can be made<br />

inside each range of frequencies. Depending<br />

on the manufacturer, the number of<br />

hops can vary from tens to thousands of<br />

hops each second. The maximum refresh<br />

rate of DMX is 43 Hz, which means that<br />

most wireless DMX systems are easily capable<br />

of transmitting the maximum number<br />

of data packets with plenty of room to<br />

spare. If there is any loss of data or data corruption,<br />

the data will be refreshed quickly<br />

enough that the error will most likely go<br />

undetected by the user.<br />

If any of the frequencies in the transmission<br />

band have interference, then some<br />

FHSS technologies will adapt by hopping<br />

over those frequencies. This is a technique<br />

known as adaptive frequency-hopping. This<br />

helps improve the reliability of transmission.<br />

For example, if someone in the production<br />

office decides to pop some popcorn<br />

in the microwave oven while you’re<br />

trying to control the lighting system, then<br />

the wireless transmitter will detect interference<br />

at a certain frequency and hop over<br />

that frequency in the course of sending a<br />

data transmission.<br />

Microwave ovens, cordless telephones<br />

and Bluetooth devices all operate in the<br />

ISM band, which can potentially cause interference.<br />

For that reason, many of the<br />

new wireless DMX devices operate in both<br />

the 2.4 GHz and the 5 GHz bands. When<br />

you see the term “dual band,” that’s what it<br />

means.<br />

FHSS offers a variety of advantages<br />

over fixed-frequency radio transmission. It<br />

helps make it more immune to interference<br />

by spreading the energy over a range of<br />

frequencies so that any narrowband interference<br />

has less of an impact on the entire<br />

transmission signal. It also allows a transmission<br />

to coexist with other devices in the<br />

same transmission band and still operate<br />

effectively.<br />

Advertising in Projection, Lights & Staging News and the<br />

Event Production Directory WORKS!<br />

“Thank you for the opportunity to be on the EPD Directory cover last year.<br />

The EPD and <strong>PLSN</strong> are the best advertising money I have ever spent.<br />

I look forward to a long term relationship with <strong>PLSN</strong> and the EPD.”<br />

—Bob Morrissey, President<br />

East Coast Lighting & Production Services (ECLPS)<br />

Being on the cover of the Event Production Directory and maintaining a continuity advertising program in Projection,<br />

Lights & Staging News has paid big dividends for Bob, and this is one piece of insider knowledge he doesn’t mind<br />

sharing.<br />

So if your <strong>com</strong>pany is looking to make 2011 a breakout year, the time to ensure your success in the New Year is now.<br />

Make a solid marketing decision today. Create a “strategic plan” to market your <strong>com</strong>pany in the magazines the<br />

industry has turned to for over 10 years.<br />

Result Oriented Marketing Strategies With Verifiable Results<br />

PUT A PLAN INTO ACTION. Stop going to the “Shoot from the Hip School of Marketing.” Strategize with your <strong>PLSN</strong>/EPD<br />

marketing consultant to devise a plan to keep your <strong>com</strong>pany’s name and products in front of the largest circulation<br />

of potential customers available in the industry today – the subscribers of Projection, Lights & Staging News.<br />

Greg Gallardo<br />

702.454.8550 • gregg@plsn.<strong>com</strong><br />

Mike Devine<br />

702.478.8112 • md@plsn.<strong>com</strong><br />

Matt Huber<br />

702.932.5585 • mh@plsn.<strong>com</strong><br />

2010 DECEMBER <strong>PLSN</strong><br />

41<br />

Wireless Advances<br />

plsn<br />

Wireless DMX transmission has been<br />

around for several years, and it keeps getting<br />

better by taking advantage of improvements<br />

in wireless technology. In the last<br />

five years, it has be<strong>com</strong>e more reliable, easier<br />

to implement and less nerve-wracking<br />

than ever before. In my experience, those<br />

who argue that wireless DMX is unreliable<br />

are typically reflecting on a bad experience<br />

they had with it several years ago. If you<br />

give the current technology a try, chances<br />

are you will not be disappointed.<br />

These advances owe a debt of gratitude<br />

to a number of people who have contributed<br />

to the technology dating back to the<br />

early 20th century, including Hedy Lamarr<br />

and Geore Antheil. Lamarr and Antheil were<br />

never successful in selling their idea to the<br />

Navy. The mad scientist in the Naval officer<br />

who reviewed the patent might have been<br />

impressed with the resourcefulness of the<br />

duo, but the officer in him likely choked<br />

on the idea of using a low-tech solution<br />

in their high-tech, high-dollar submarines.<br />

FHSS technology was eventually used by<br />

the Navy, but not until the Cuban missile<br />

crisis in 1962, three years or so after the<br />

Lamarr-Antheil patent had expired.<br />

Get on Richard Cadena’s radar by sending an<br />

e-mail to rcadena@plsn.<strong>com</strong>.<br />

epd-plsn varifiable ad.indd 41<br />

40 <strong>PLSN</strong> DECEMBER 2010<br />

12/3/10 11:30 AM

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