Audio, video, and integration buying group ProSource has formed a strategic partnership with DTS, Inc. This pair will focus on coordinating a national marketing and merchandising effort to enhance sales and consumer awareness of DTS Play-Fi whole-home wireless technology.
“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 Dave Workman, CEO and president at ProSource. “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. This approach allows each brand to further position their unique sound and technology for whole-home audio under the DTS Play-Fi umbrella.”
The ProSource-DTS partnership also includes a working group comprised of ProSource audio committee members who provide feedback based on shifts in demand for whole-home audio.
“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,” said Brian Towne, executive vice president at DTS and president at DTS Asia Pacific. “This will also be of great benefit to our manufacturing partners who are also ProSource partners as we all work together to promote the interoperability of these great brands and products in the ever-expanding Play-Fi ecosystem.”
