US trade bodies team up in the name of Ultra HD

Technology trade association The Consumer Electronics Association (CEA) and the industry-funded, nonprofit corporation Digital Entertainment Group (DEG) have announced a new collaboration to help develop and promote Ultra HD televisions and compatible products as well as 4K content for the home entertainment industries. The announcement came during a conference on Ultra HD held in conjunction with CES Unveiled NEW YORK.

Through this collaboration, CEA and the DEG are developing key Ultra HD messaging points for use by consumer technology manufacturers, retailers, the creative community and content distributors. These messages will be delivered in a consumer-friendly fashion and are being designed to generate more awareness of Ultra HD and to help drive sales at retail.

“We are excited to join with the DEG to help promote this exciting new technology to consumers and help grow this critical new market. Our individual consumer promotional capabilities, combined with our previous successful collaborations to introduce new home entertainment technologies, provide a promising base for this new effort,” says CEA President and CEO Gary Shapiro. “Our joint messages will reinforce that Ultra HD means 4K resolution – plus a whole lot more. UHD encompasses not only more pixels but a number of other technical improvements, all of which result in greatly improved picture quality and an unparalleled home viewing experience.”

In conjunction with CEA, the DEG is undertaking a number of 4K content-related initiatives to help in this joint effort. As part of this effort, the DEG will work closely with its member companies to expand the availability of 4K delivery platforms to the home and ensure that a complete 4K workflow exists which clearly identifies the benefits of each platform and helps position it correctly in the market.

In addition to the messaging and content-focused efforts, CEA and the DEG are exploring additional opportunities to promote cooperatively the wide variety of Ultra HD content platforms that are being developed in order to create excitement among retailers, consumers and the media about Ultra HDTVs and encourage their sales.


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