The Digital Entertainment Group (DEG) announced that it has redefined its organisation and practices, with immediate effect. The restructuring involves a considerable revision to both the DEG’s mission statement and key objectives for the fiscal year 2009-2010.

The DEG intends to continue to honor its original mission of being the best source of industry information, but the group will now also help with the development and implementation of new tactics to increase efficiency across all media platforms.

“Unprecedented consumer demand for better quality and more flexible options for content has created the need for the DEG to examine its current practices,” said Ron Sanders, President, DEG and President, Warner Home Video. “To ensure we remain the key source for authoritative and credible industry support, the DEG is making some important changes that will affect how we respond to the needs of the industry."

The restructuring of the DEG includes three major areas –the mission statement, the key objectives for the coming year, the committees structure. Most noteworthy is the expansion directed at the digital media landscape, an area that has seen significant and steady growth in recent years, as well as the increased attention toward improving supply chain efficiency while continuing to decrease the industry’s overall carbon footprint, says DEG.

Four major DEG Committees have been restructured and charged with a broader mission.:

- Established Categories will support home entertainment products currently in the marketplace to help further awareness and adoption. The Committee will explore marketing support and trade initiatives for Blu-ray Disc and DVD products to generate excitement and renewed interest to ensure the continued success of these formats.

- Developing Platforms will evaluate emerging services and platforms for delivering content to the consumer and clarify the various opportunities before the industry.

- Supply Chain will be concerned with identifying efficiencies in the global supply chain and studying the best practices for implementing green initiatives.

- Communications Committee guides the broad scope of DEG activities, including, but not limited to trade events, public relations, promotions, merchandising and educational endeavors. The Communications Committee also generates opportunities for involvement with the retail community.

To support these changes, the DEG re-launched its Web site (www.degonline.org) to reflect the needs of the industry, also redesigned to take on a more lifestyle and entertainment focus.

Story filed 09.09.09