CES Bound and….

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it occurs to me how much the show has transformed over the years from its earlier, device-focused roots. Where a few years ago it appeared that CES had swallowed COMDEX, if the keynote presenters are any indication, (Google, Yahoo! and Microsoft) former COMDEX cornerstones have actually swallowed CES.

Why so? A couple reasons may be that emerging technologies—a focus on content, rather than devices—and the accompanying narrowing of the gap between gadgets and content providers, naturally dictate a shift in the focus of major events showcasing those technologies. Take the VHS vs. Hollywood drama, or the RIAA’s attack on Napster and other p2p file sharing services, and you’ll get the picture. We’re seeing more companies partnering to bridge other divides and CES has become one forum that brings them together to forge new alliances. Will CES provide a similar service by bringing BluRay and HD DVD together to deliver a unified format? For the consumer’s sake, we hope so!

What does all this mean for communicators? At large shows like CES there’s a high potential for misinformation to be parsed out, leading to confusion at the editorial and retail levels and eventually making its way – unfortunately – to consumers. The term DTV is being used interchangeably with HDTV by some, but they are not the same. Same too for flat screen TV and flat panel TV. May seem minor unless you’ve just walked out of Best Buy with the wrong product! For the benefit of all concerned, communicators have a responsibility to tell clear and credible stories at CES that build trust among eventual end users of their products—consumers.

Christian