When it comes to propeller-beanie, techno-geeky, esoteric details, it’s tough to beat the micromechanical, digital micromirror device known as “DLP” (Digital Light Processing) from Texas Instruments (TI). (You can find out more about the details of DLP in Professor Poor’s HDTV Buying Guide.) This little chip is the heart of many front- and rear-projection displays, however, and has revolutionized the display industry.
Still, it’s a bit of a surprise to find that TI will be plastering the DLP logo on spaces that are better known for the promotion of beer and motor oil. TI has entered into an agreement with Hall of Fame Racing to advertise DLP technology on their NASCAR race cars. It’s a little strange because TI doesn’t sell any DLP products to consumers; they just make and sell the part to TV and projector makers. Clearly, TI thinks that they can create consumer interest and demand in DLP products, however, which will result in more sales for their chips.
I’ve also seen TI ads on television promoting DLP. The marketing efforts appear to be paying dividends already. Internet earch engine statistics show that searches for “DLP” topics are not far behind the searches for “plasma,” which is impressive.