CE retailers test RFID technology

LAWRENCEVILLE, N.J. EPCglobal, a not-for-profit standards organization, announced that it is partnering with consumer electronics retailers for a pilot program to test the effects of usings Electronic Product Code (EPC) technology on new DVD releases. The pilot began on Sept. 25 and is a collaborative effort between movie studios, DVD replicators, distributors, merchandisers, retailers, technology companies and industry associations.

"This pilot test will allow us to identify how technology based on EPCglobal standards can best be put into place in retail stores for media and entertainment products like DVDs. The goal is to illustrate the benefits to consumers and participating companies when the technology is used effectively," Chris Adcock, president of GS1 EPCglobal explains.

EPC technology, EPCglobal explained, uses radio frequency identification (RFID) to uniquely identify an object. According to the organization, this allows retailers to ensure that products are kept in stock and help shoppers find the product they are looking for.

During the pilot test, EPC labels will be placed on more than 12,000 new DVDs issued by studios and distributors including 20th Century Fox, Cinram, Sony Pictures Home Entertainment, Technicolor and Warner Home Video. The EPC-labeled DVDs will be available at several national retail chains including Wal-Mart and Best Buy at stores in markets including the Twin Cities in Minnesota and Oklahoma City, Okla. More than fifteen movie titles are involved in the pilot test.