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Monster Looks To A Future Beyond Attachment

1/06/2006 07:00:00 PM Eastern

Las Vegas — You are looking at the “rebirth of Monster for the next 25 years, with branding far beyond cable and power,” Noel Lee, Monster Cable head monster/CEO, told press representatives crowding the Monster South Hall exhibit here at International CES.

“We are extending the Monster brand to areas outside of cable,” continued Lee, who said the company already has been successful with its Monster Power products and has established a dominant position in Apple iPod accessories.

Lee said Monster is changing its product structure to reflect two distinct sections — attachment selling, or accessorizing, for one, where “we offer things to make other components better.” The second section is the company’s “home of the future, where we work to bring home theater to customers at large,” said Lee. Yet this is not just home theater, but “proper demonstration of home theater in the home.”