BHI makes sound pitch to win Dolby

LOS ANGELES: Bender/Helper Impact has added audio powerhouse Dolby

Laboratories' gaming division as a client.



BHI will spearhead a dual-focused PR effort to encourage game developers

to use Dolby sound in their products, and to raise awareness with

consumers of the benefits of good audio in video games.



"Now that game consoles are in people's living rooms rather than

teenagers' bedrooms, gaming audio is becoming more important," says

account head Steve Honig, who also heads BHI's recently reorganized

digital entertainment and convergent technology division.



Dolby has already implemented an outreach effort to developers called

the Virtual Incubator Program (VIP), which helps game creators put

content in Dolby format. Dolby capabilities will also be available on

all three major gaming consoles: Microsoft's Xbox, Nintendo's GameCube,

and already-released Sony PlayStation2.



Honig declined to give the account's value or duration, but said that

BHI had approached Dolby's in-house PR representative at a trade show,

and developed a relationship from that encounter that lead to a formal

pitch.



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