DEG gets the word out about Blu-ray


A home entertainment industry trade group is putting Blu-ray Disc front and center, developing a multifaceted campaign to promote the next-generation format through consumer education, retail training and public relations programs.

DEG: The Digital Entertainment Group was formed at the launch of DVDs and helped grow that format into the most successful entertainment product in history. Now, the group, whose members are mostly studio, consumer electronics and IT executives, wants to provide a similar unified marketing effort for Blu-ray.

"Given our success in promoting new entertainment formats, the DEG is the logical association to underscore the benefits of Blu-ray Disc to consumers, retail and the media," said Bob Chapek, chairman of DEG and president of Walt Disney Studios Worldwide Home Entertainment. "As the DEG was the unified front for the support of DVD, we will also be leading the promotion of high-definition packaged media."

Member companies are letting DEG serve as the primary source of information for Blu-ray Disc, taking the lead in consumer education efforts, introducing new hardware and software, and dealing with the media. DEG also will serve as a central repository for data.

The consumer component of DEG's Blu-ray Disc campaign will encourage consumers to upgrade to Blu-ray Disc hardware and software to accompany their HDTVs.

The Blu-ray Disc Association welcomes the support of DEG. "As the BDA continues to drive promotional efforts and moves its focus to providing consumers with a broader understanding of the format and the benefits of upgrading to next-generation hardware and software, we look forward to coordinating the efforts of the DEG and the many other supporters of the format to encourage and accelerate consumer adoption," the association said in a statement.