Wednesday, December 16, 2020

Will CES 2021 tech show be for couch potatoes?


I plan to attend the CES 2021 virtual trade show next month from my office PC for a “lean-in” experience. But it sounds like the organizers also are developing a “lean-back” experience, like watching a TV show about CES from your couch.
This is the first virtual show for CES, which was forced to cancel its annual in-person show in Las Vegas because of the Covid-19 pandemic.
On Tuesday, the Consumer Technology Association, which owns and runs CES, held a press briefing to provide more details on the virtual show, which is scheduled for Jan. 11-14.
The trade group expects more than 1,000 companies to participate in the online conference and exhibition. At the physical CES 2020, more than 4,400 companies exhibited.
The Consumer Technology Association made “a major investment in the seven figures” to build the digital platform for CES 2021, Chief Executive Gary Shapiro said. The online venue, developed with technology partner Microsoft, will allow for collaboration, engagement and connections, he said. That means discovering interesting companies, scheduling online visits with exhibitors, putting together meetings with attendees and other forms of interaction.
CES 2021 will feature more than 100 hours of programming for online attendees, including press conferences, keynote speeches and panel discussions.
The reimagined CES will center around a broadcast anchor booth. It will be staffed by Justine Ezarik, the tech and video game personality behind iJustine; Rich DeMuro, tech reporter for KTLA 5 news in Los Angeles; Naomi Kyle, actress, host and producer; and Brian Tong, tech host and content creator.
“The all-digital CES will be a true broadcast experience,” said Jean Foster, senior vice president of marketing and communications for CTA. “We’re going to be bringing in business leaders and industry experts directly to you in your home or in your office.”
The anchors will broadcast live during the show. They will discuss product announcements, trends and news at CES as well as conduct interviews.
“When you log on to the CES digital venue, you’re going to see the anchor desk,” Foster said. “We will cover what’s coming up in the day ahead. We’ll recap some of the major announcements that have taken place, any product launches, any news. We’re going to have interviews and discussions on critical tech issues. And of course, we’re going to bring you analysis and highlights from our CES keynotes.”
Exhibitors for CES 2021 include tech firms such as Canon, Hisense, Intel, Lenovo, LG Electronics, Panasonic, Philips, Sony, Samsung Electronics, TCL and Voxx. Non-traditional exhibitors at the show will include Bridgestone, Caterpillar, Indy Autonomous Challenge, John Deere, L’OrĂ©al and Procter & Gamble.
The Consumer Technology Association is planning a hybrid show for CES 2022. There will be a physical show in Las Vegas with a major online component, Shapiro said.

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