The home video industry’s two most widely supported trade groups – The Digital Entertainment Group Europe and Hollywood-based Digital Entertainment Group of North America – announced the formation of a working association that will allow the two trade alliances “a wealth of knowledge and assets to share across continents.”

Based in the UK, the DEGE – the format-independent body that represents the interests of stakeholders across the home entertainment industry – exists to promote awareness and adoption of DVD and high definition products. The group, which re-established itself earlier this year, aims to create educational tools that will enable the consumer to evolve to a world of high definition. The group plans to share sales figures, developments of industry trends and collateral materials that can be used at retail and with the trade to educate users about enhancing their high definition experiences.

In its eleventh year, the US’s DEG is also dedicated to advancing awareness and adoption of DVD and emerging technologies, including high definition entertainment. Working with its 50+ member companies, the DEG creates programmes and initiatives that encourage adoption of home entertainment products. The DEG is one of the leading sources of information on sales data for DVD and HD media.

“With this alliance between the European and the North American groups, the DEGE is now in a position to provide useful tools that inform the consumer of how to maximise the high-definition experience,” said Yves Caillaud, Senior Vice President Warner Home Video EMEA. “A close association is essential to the work we’re doing in Europe. In order to fully promote and communicate the benefits of the new high definition products we need to be working with the right people, and the DEG has a wealth of experience that we can utilise moving forward.”

The first by this new partnership is the HDTV Guide. Originally produced by the DEG and available at retailers throughout North America, the guide has been adapted for the UK and soon will be available across Europe.
Like the North American guide, the European version will be utilised for various trade and consumer angles, and will be made available to the end user through retail channels and media tie-ins.

Story filed 05.09.07