Pacific Radio Electronics

What Pacific Radio Electronics does

Pacific Radio Electronics (PacRad) is a privately held specialty retailer and manufacturer of professional audio, video, broadcast, and recording equipment, founded in the 1930s and currently headquartered in Burbank, California. The company sells a catalog spanning audio gear, video equipment, data and fiber infrastructure, and recording/broadcast hardware through both an e-commerce storefront and a physical retail location. A distinguishing capability is its in-house custom cable manufacturing service, which produces build-to-order audio, video, data, and fiber assemblies for professional buyers.

The company serves a diversified professional base across film and television production, broadcast, post-production, live event/touring, houses of worship, education, and institutional accounts. B2B buyers are supported by dedicated account representatives, while individual professionals can purchase through the retail channel with consumer-financing options via Affirm and PayPal Credit. PacRad ships globally to 190+ countries and serves a primarily North American and entertainment-industry-anchored customer mix.

Pacific Radio operates as a subsidiary of Magnasync/Moviola Company and is one of four production-services brands in the Filmtools family, which also includes Backstage, Tour Supply, and Studio Depot. The business model combines direct e-commerce, in-store retail, custom manufacturing, and B2B account sales under an owner-operated umbrella, with 11-50 employees and no external venture or private-equity funding disclosed. Its 90+ year operating history and brand recognition within the Los Angeles production community constitute its primary commercial assets.

Name

Pacific Radio Electronics

Legal name

Pacific Radio Electronics

Website

https://pacrad.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

11–50 employees

Short description

Pacific Radio Electronics is a Burbank-based specialty retailer and custom cable manufacturer selling professional audio, video, broadcast, and recording equipment to film, broadcast, live-events, education, and institutional buyers globally, operating within the Filmtools/Magnasync brand family.

Ownership category

akta.pro rank

Headquarters

HQ city

Burbank

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales - Cables & Connectivity: Retail sale of professional audio/video cables including BNC, fiber optic, bulk cable, and cable assemblies. Major brands include Canare, Belden, Neutrik, and Mogami. Products range from commodity cables to specialized broadcast-grade connectivity solutions with pricing from $8.30 to $30+ per unit.
2. Pro Equipment & Accessories: Sales of professional video equipment, audio gear, networking hardware, AV racks, cases, expendables, and production supplies. Broad product catalog serving film, broadcast, music, and live entertainment verticals.
3. Custom Cable Manufacturing: Bespoke cable fabrication services allowing customers to specify exact configurations, lengths, and connector combinations for specialized production requirements. Includes custom fiber optic cable solutions.
4. B2B Services & Accounts: Business account program offering dedicated sales representatives, competitive pricing for high-volume purchases, tax-exempt status processing, and streamlined checkout for qualifying companies.
5. Financing Services: Facilitates installment payment options through Affirm (3, 6, or 12-month terms) and PayPal Credit (0% interest for 6 months on purchases $99+), earning merchant fees or promotional funding from these partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

Pacific Radio Electronics (PacRad) is a professional audio/video and broadcast equipment retailer and custom cable manufacturer. It sells cables, connectors, fiber optics, pro audio/video gear, networking equipment, racks/cases, and production expendables from manufacturers such as Canare, Belden, Neutrik, and Blackmagic, and fabricates bespoke cable assemblies (including custom fiber) to customer specifications for film, broadcast, music, post-production, and live-event professionals. Distribution combines an e-commerce storefront, a flagship Burbank retail store, warehouse pickup, and dedicated B2B account services.

Product overview

Pacific Radio Electronics (PacRad) operates as a professional AV and broadcast equipment retailer and custom cable manufacturer serving the film, broadcast, music, post-production, and live entertainment industries. Founded in the 1930s, the company offers a comprehensive product portfolio organized around cable and connectivity solutions (bulk cable, cable assemblies, custom cables, connectors/adapters, fiber optics), professional equipment (pro audio, pro video, networking gear), installation infrastructure (AV racks, patch panels, cable management, power management), and consumables (tools, testers, expendables, hardware). Key product lines include Canare BNC cables and connectors, Belden cable products, Neutrik connectors, and Blackmagic video equipment. The company differentiates through custom cable manufacturing services, a Cable Builder online tool, and B2B account services with dedicated representatives and tax-exempt status processing. Financing options are available through Affirm and PayPal Credit partnerships. PacRad is part of the Filmtools family of industry-focused brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Bulk Cable Bulk cable inventory in various gauges and specifications for different signal types, sold by the foot/reel for professional AV and broadcast installations.
• Cable Assemblies Pre-made cable assemblies in standard lengths for immediate deployment in production environments, including off-the-shelf Canare, Belden, and other branded assemblies.
• Custom Cables Bespoke cable manufacturing service producing cable assemblies to customer-specified configurations, lengths, and connector combinations for specialized production requirements.
• Connectors & Adapters Professional-grade connectors and adapters for AV signal routing, including BNC, XLR, and specialized broadcast connectors from brands such as Neutrik and Canare.
• Fiber Optics Fiber optic cables and connectivity solutions for long-distance, high-bandwidth signal transmission in broadcast and production facilities.
• Custom Fiber Services Custom fiber optic cable manufacturing and assembly services for specialized broadcast and production requirements, including bespoke fiber assemblies built to specification.
• Pro Audio Equipment Professional audio equipment including microphones, mixers, and signal processing gear for studio and location production.
• Pro Video Equipment Professional video equipment including cameras, monitors, recorders, switchers, and production accessories from brands such as Blackmagic Design.
• Networking Equipment Network infrastructure equipment (including Netgear and Audinate partner lines) for IP-based AV workflows and broadcast facility connectivity.
• AV Racks & Cases Equipment racks, cases, and protective enclosures for transport and installation of AV gear, including Middle Atlantic Products AV racks and infrastructure solutions.
• Patch Panels & Wall Plates Signal distribution infrastructure including patch panels and wall plates for professional AV installations.
• Cable Management Products for organizing, protecting, and routing cables in production and installation environments.
• Power Management Power distribution, conditioning, and protection equipment for AV systems.
• Tools & Testers Specialized tools and testing equipment for cable installation, maintenance, and signal verification.
• Expendables Consumable production supplies including batteries, tape, blank media, and other production essentials.
• Hardware General hardware supplies for AV installation and production support.
• B2B Account Services Business-to-business account program offering dedicated sales representatives, competitive pricing for high-volume purchases, tax-exempt status processing, and streamlined checkout for qualifying companies such as film production firms and broadcast buyers.
• Canare Digital Flex SDI BNC Cable Flexible 75 ohm coax cable assemblies with gold-plated connectors designed for HD digital broadcast use, built on Canare L-4CFB cable with a neoprene jacket that resists cold-temperature stiffening.
• Canare BNC Termination Plug (BCP-TA) Premium 75 ohm BNC terminator plug, rugged and long-lasting, designed as the industry-standard termination solution for motion picture and broadcast applications.

Quantifiable outcome

• Same-day shipping on in-stock orders placed before 3:30pm PST
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• BeldencoreOthersLong-standing manufacturer relationship with Belden, a leading producer of cable and connectivity solutions. PacRad has worked closely with Belden for decades, understanding how products perform in real-world production environments.
• NeutrikcoreOthersEstablished partnership with Neutrik, a major manufacturer of professional audio and video connectors. Neutrik products are featured as top brands on PacRad's website with prominent placement.
• CanarecoreOthersCanare is described as 'the most requested name within the motion picture industry for BNC cables and connectors.' PacRad carries extensive Canare inventory including Thin BNC cables, Digital Flex SDI cables, and BNC termination plugs.
• Middle AtlanticmajorOthersPartnership with Middle Atlantic Products, a manufacturer of AV racks, enclosures, and infrastructure solutions for professional installations.
• NoShortsminorOthersLong-standing working relationship with NoShorts, a manufacturer specializing in cable solutions. Partnership built on understanding product performance in production environments.
• Filmtools FamilycoreStrategic or Co-development PartnerPacRad operates as part of the Filmtools family of industry-focused brands, united by shared commitment to supporting creators and technicians. Includes Backstage, Tour Supply, and Studio Depot. Allows PacRad to offer broader resources and deeper collaboration while maintaining customer-first approach.
• Magnasync/MoviolacoreStrategic or Co-development PartnerParent company. Copyright notice indicates 'PacRad, a Magnasync/Moviola Company.' Strategic umbrella organization providing resources and brand consolidation for film industry equipment suppliers.
• AffirmmajorGTM or Marketing PartnerFinancing partner offering installment payment options (3, 6, or 12 months) at checkout. Affirm provides instant eligibility checks without credit score impact and no hidden fees. Enables higher-ticket purchases for customers.
• PayPal CreditmajorGTM or Marketing PartnerFinancing partner offering 0% interest for 6 months on purchases of $99 or more. Integrated payment option at checkout alongside Affirm. Expands payment flexibility for customers.
• DHL ExpressmajorOthersPrimary international shipping partner offering Express Worldwide, Express 12:00, and Express Easy services. Enables same-day or next-business-day international delivery options.
• UPSmajorOthersPrimary domestic and international shipping partner. Services include Next Day Air, 2nd Day Air, Ground, and worldwide options (Express, Expedited, Saver).
• FedExmajorOthersSecondary shipping partner for domestic US orders. Services include Priority Overnight, Standard Overnight, 2Day, and Ground delivery options.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• B&H Photo Video: Large New York-based electronics and broadcast/AV equipment retailer offering cables, connectors, pro audio/video, and production gear across e-commerce and physical retail — PacRad's most direct and larger-scale competitor.
• Adorama: Long-standing electronics and pro AV retailer carrying cables, broadcast gear, and production equipment via e-commerce and a NYC showroom, directly overlapping PacRad's catalog and customer base.
• Markertek: Specialist retailer focused on broadcast, pro AV, and production infrastructure including cables, fiber, and connectivity — a tightly focused comparable to PacRad's core product lines.
• Full Compass Systems: Pro audio, video, lighting, and AV retailer serving production professionals with a B2B account model and broad cable/connectivity catalog — directly comparable in product mix and customer type.
• Filmtools: PacRad's sister brand under the Magnasync/Moviola / Filmtools family, selling film production equipment and expendables from the same Burbank location — closest operational peer and cross-sell partner.
• Trew Audio: Pro audio retailer serving film, broadcast, and recording professionals with location sound gear, cables, and connectors — closely comparable in customer base and product specialization.
• Broadcast Supply Worldwide: Specialist broadcast equipment retailer with deep catalog across radio, TV, and pro AV infrastructure — directly comparable to PacRad's broadcast and connectivity focus.
• Studio Depot: PacRad's sister brand under the Filmtools family, providing production supplies and expendables — operates in adjacent product categories serving the same Burbank production community.

Broad incumbents

• Sweetwater: Dominant pro audio and music equipment retailer with strong B2B/individual sales engine, dedicated account reps, and financing — a broader incumbent that overlaps PacRad's pro audio and music production verticals.
• Guitar Center: National music and pro audio retailer serving individual musicians and producers with cables, instruments, and recording gear — adjacent to PacRad's music and audio production segment at much larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pacrad
• YouTubeyoutube.com/channel/UCkrPTbKdJA6cCKFTCI-GoRw
• Facebookfacebook.com/PacificRadio
• Instagraminstagram.com/pacrad
• TikToktiktok.com/@pacrad
• LinkedInlinkedin.com/company/pacific-radio-electronics

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pacific Radio Electronics