News

DVD-Audio has been struggling to find its footing for three years now; the average consumer on the street has very likely never even heard of it. Watermarked discs, confusing playback menus, competition from SACD, and a dearth of titles haven't helped, but perhaps the biggest problem DVD-A faces is simply getting the word out.

In an effort to make a little more noise, Warner Music Group, Silverline Records, BMG, EMI Recorded Music, 5.1 Entertainment Group, Meridian Audio, Dolby Laboratories, and Panasonic have formed the DVD-Audio Marketing Council.

According to the group, the DVD-A Marketing Council "will serve as a complete resource for all technical, press and marketing information related to the DVD-Audio format in the United States and Europe." The council says it will also function to educate hardware and software retailers "to the benefits and features of DVD-Audio while simultaneously promoting consumer awareness of this exciting new format."

At the time DVD-Video was launched, Warner Bros.' Warren Lieberfarb stated, "If you want to lead the parade, you've got to blow the bugle." Reporters at the time were inundated with materials about DVD-V title releases, future plans, and format benefits, and Lieberfarb himself was seen vocally extolling DVD's virtues anywhere there was a consumer electronics or video event.

While precious little of that has happened with DVD-A so far (it was virtually a no-show at the 2003 Consumer Electronics Show), there may still be time. The Council is clearly optimistic, stating that DVD-A is "poised to become the next dominant packaged music format and the future successor to compact disc."

Getting there will be the hard part. Intitial requests for more information about the Council and its plans have so far been ignored.