Sony will not exhibit at this year's IBC trade show and will instead concentrate its marketing efforts on a series of localized customer ‘engagement' events.

The manufacturer, which regularly has one of the largest exhibition spaces during the Amsterdam technology expo, took the decision after being buoyed by the success of an awareness drive focused on its EX broadcast camcorder range.

The new campaign will operate under the name of The Star Programme. It will take place over the next twelve months and will include more than 250 events including tutorials and customer-led workshops

The company will also be exhibiting at the UK trade show Broadcast Video Expo in 2010.

Sony Professional director of marketing David Bush said: “The EXperience campaign has been one of our most successful marketing campaigns and taught us that customers want tailored programmes delivered to them locally. In the current economic climate, we believe that we should be investing money directly in our customers and taking our message and solutions to them rather relying on them coming to us.

“The Star programme ensures that we can engage with customers most effectively and provide a level of service and attention which is often not possible at the bigger more traditional events.”

More than 5000 people registered for the EXperience campaign which featured a team of independently certified training experts running tutorials and hands-on training programmes.

Meanwhile, Sony has also launched a web-TV channel for its specialist dealers network. is accessible through and provides information on how to position and sell Sony products to customers.