DNLA Accelerates Certified TV Sets Home Network Message to Consumers
Now that it has certified more than 400 TV set models in the past three months, the Digital Living Network Alliance (DLNA) is ready to step up its promotion to CE retailers - especially custom installers - and directly to end users. The new campaign will also offer new alliance opportunities between the CE community and broadband service providers, such as AT&T, Comcast and Verizon. As always, such relationships can be a tenuous affair, but DLNA leaders point out that this connected home network environment provides new opportunities beyond the "traditional model of [hooking] up your box to your TV set." "Televisions are the focal point of entertainment for many households, making it essential that they interoperate with other devices that make up the digital home," explains Scott Smyers, chairman of the DLNA board of directors and senior vice president of Sony Electronics Inc. Smyers stresses that the recent boom in the number of DLNA-certified TV models reflects "a shift to a more connected and interactive home experience." DLNA has also certified digital cameras, camera phones and game consoles.
The organization's multi-faceted campaign is intended to explain the connectivity to retailers and to raise the visibility of the DLNA capability. At the same time, DLNA will introduce a promotional effort to acquaint end users with the features, seeking to coordinate the rollout with campaigns by content and service providers.
Smyers acknowledges that traditional media companies may feel threatened by the connected services. Six-year-old DNLA, which has 200 multi-industry member firms, says it wants to assuage such competitive friction while creating an interoperable network of personal computers, consumer electronics and mobile devices in collaboration with service providers.