Texas Instruments Puts DLP On Track
Would you spend between $15-$20 million to promote a technology that consumers can't even buy?
Well, Texas Instruments did. The company has sponsored the #96 NASCAR car this season, which means the auto is emblazened with logos for TI's Digital Light Processing (DLP) technology. Of course, DLP is only used in TVs; it's not the TV itself, which might suggest that TI's investment won't have a direct benefit. (DLP TV manufacturers would seem to gain more from the sponsorship.)
But TI officials say more consumers will become aware of DLP TVs, which would increase use of their technology. Consequently, they say, the sponsorship is worth every penny.
I agree with TI, particularly its decision to target the NASCAR audience. With prices of big-screen TVs falling fast, many fans will be in the market for a new set. So, better for TI that they consider DLP over Plasma or LCD.
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1 Comments:
I imagine this has the same thought behind it as Intel putting their logos on a Dell commercial, people don't usually buy Intel chips direct from Intel but the demand for Intel-based products drives sales indirectly. I'm sure the same applies for TI, if people demand DLP sets, manufacturers will buy more DLP chips and reward TI's investment in the core technology.
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