Long-time consumer electronics industry veteran Mike Fidler will be taking over the reigns of the 8K Association as the multi-industry group’s executive director.

Fidler succeeds Chris Chinnock, who is moving on to pursue other opportunities.

Fidler was recently the head of another multi-industry alliance — the Ultra HD Alliance. There he was tasked with the promotion of 4K TVs, content and peripheral devices. That format has obviously done quite well.

Before that he had held a series of consumer electronics home entertainment senior executive sales and marketing roles for companies including Sony and Pioneer Electronics. Over many years, Fidler championed the causes such popular formats as DVD hardware and software to the first analog laserdisc players.

The 8K Association said Fidler “will be responsible for furthering the adoption and implementation of 8K and its entire ecosystem – including the growing number and variety of compatible products – in a strategic manner, while conveying the 8K message effectively to all industry stake holders, including content creators, delivery platforms and the production community.”

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Fidler returns to a familiar role driving an advanced new home entertainment technology as it slowly gains momentum in the consumer marketplace. In the past, Fidler had helped direct the launch of such technologies such DVD, Blu-ray Disc, 4K UHD, Digital Cinema and Filmmaker Mode.

“Given his extensive experience and strong relationships with manufacturers, retailers and buying groups, Fidler will be charged with enlisting their support of 8K as well,” the 8K Association’s announcement said.

Bill Mandel, president of the 8K Association, said, “Throughout his distinguished career, Mike Fidler has demonstrated a special ability to engage with leading executives from across the home entertainment landscape. As a result, he is uniquely qualified and poised to take 8K to the next level, for both our current communication and certification programs and expanding our consumer education efforts via conferences, webinars and trade events.”

“Mike will also be responsible for increasing 8K Association membership, establishing new promotion initiatives and generating greater awareness about the benefits of 8K as a whole,” Mandel added.

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By Greg Tarr

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