Audio, video, and integration buying group ProSource has signed into a strategic partnership with DTS, Inc., the groups announced on Tuesday. The relationship will be initially focused on coordinating a national marketing and merchandising effort to further enhance sales and consumer awareness around DTS Play-Fi whole-home wireless technology, ProSource explained in a statement.
“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,” Dave Workman CEO and President of ProSource, said in the statement. “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.”
ProSource said its partnership with DTS will also include a working group comprised of ProSource audio committee members who will 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,” Brian Towne, Executive Vice President, DTS, President DTS Asia Pacific, said in the statement. “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.”