ETechA Focuses on 4K and Fiber Optics

Manufacturers Gather in Scottsdale for Emerging Technology Alliance Showcase
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In the theater at AV Warehouse

The recent ETechA showcase, hosted by Catalyst AV member AV Warehouse, in Scottsdale, AZ, brought together manufacturers and integrators with the one common purpose of learning more about 4K video and demystifying fiber optics technology.

The showcase was the first event hosted by ETechaA (Emerging Technology Alliance), whose founding members are Cleerline Technology Group, Niveo, Techlogix Networx, and Hexcon AV. Also participating at the event were Broadata, LG, and Murideo.

“We had 75 people and the manufacturers were very excited that the dealers and integrators wanted to learn the truth about 4K,” said AV Warehouse partner Paul Brown.

The alliance’s mission is to increase market awareness through collaborative marketing opportunities for its members, and to help the industry by demonstrating interoperability between member products and services.

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Devan Cress from Broadata discusses 4K video and fiber optics
Cleerline Technology’s Ryan Prentice said that he wanted attendees to understand that fiber is no longer a technology of the future, but one that is ready right now. “Bandwidth required for 4K resolutions, especially uncompressed 4K, just will not work with current copper cabling,” he said. “Fiber is really the only answer for integrators that want to provide their clients with the latest in technology without compromise.”

Attending integrators were keen on becoming educated on 4K requirements, as well. Concerns were addressed about compatibility issues between sources, receivers, switchers, and displays using HDMI and HDMI extenders.

Deric Andre of custom integration firm Cyber Technology said that his company is trying to be ahead of the current trends and preparing for the future. “Many of the smaller integrators shy away from 4K because they don’t understand it and don’t see it as a big part of what is coming,” he said. “In our market, there are too many small AV integrators who are only focused on what they have installed in the past and are not comfortable discussing new technology because they aren’t educated. These type of trainings offer very valuable information of what is currently available and what is on the horizon.” 

AV Warehouse’s Paul Brown said that based on the success of this inaugural event, plans are being discussed to hold another ETechA in the spring.