ProSource, the A/V specialty and custom integration wing of the BrandSource buying group, will collaborate with sound engineering concern DTS on marketing and merchandising initiatives under a new strategic partnership.
The two organizations will begin their alliance by building consumer awareness and sales of DTS’s Play-Fi whole-home wireless technology, and will create a working group comprised of ProSource audio committee members to provide DTS with feedback on demand-shifts for whole-home sound.
“Whole-home audio is one of the most important growth categories for our dealers and we believe in the interoperability of brands to achieve music in every room,” said ProSource president/CEO DaveWorkman. “With DTS having established partnerships among the majority of our most important speaker brands, this is an important alliance to bring a consistent message of the advantages of Play-Fi technology to consumers.”
Added DTS Asia Pacific president Brian Towne: “We look forward to this unique collaboration with ProSource and its audio committee members to work on creative ways to better help consumers understand how DTS-Play-Fi technology can enhance their enjoyment of audio,” and to promote the interoperability of products as its vendor base broadens.
Last month DTS announced more than a dozen new platform-ready products, including the first models from Anthem, MartinLogan, Paradigm and McIntosh, and access to streaming music services Tidal, Rdio and Rhapsody through the Play-Fi mobile app. — Additional reporting by Joseph Palenchar