 So we're here at the HDMI booth here at EFA 2017 and you have a whole range of the premium HDMI cable manufacturers, right? So welcome to the HDMI booth at EFA here in Berlin And so one of the things we are showcasing here is the HDMI premium cable certification program this is a program that tests and certify HDMI cables to ensure they can carry full 4k 60 frame per second video and also tests for EMI missions to make sure it doesn't interfere With all the wireless Wi-Fi that's built into your consumer electronic products It's basically guaranteeing that the HDMI cable is a good one. That's what you want So when you're buying that new 4k TV or that ultra HD blu-ray player, you want to ensure that cable is going to work And right here. This is a big brand in Europe And so here we're showcasing Hama. It's a big brand in Europe. You can find it all across different European countries This is their entry-level brand Up here is their premium brand the affinity brand as you can see here special packaging extra special cables And as you can see on these packaging we have the premium cable label this label ensures that this product has been fully tested and certified and it comes you download the HDMI application and You can scan the code And it will come back and tell you this product has been certified nice, so when you get your Order from Amazon you when you get it you can just make sure that what they shipped you was correct. Otherwise, you will flag it and Amazon is going to delete it from their Website right from their website or if you go into a store and you scan this and it comes back and it says this is not a legitimate Lee Tested cable for the premium cable. You know to stay away and not buy that cable. There's some other brands right here What is rocket fish? So rocket fish is best buys house brand They have put it across their product line here. You can see different lengths of cables In the United States and Walmart, this is their house brand black web as you can see here. They put it into there. This is their basic cables Walmart's step up premium brand is their GE branded cable as well and Then there's Panasonic which is Big in Japan that's big Japanese brand and here is mono price They're the affordable hdmi cable so even from the very affordable price up to premium Cables have gone through the premium cable certification program so you can find it at all price points and It through your retailer Basically, there's no point in not choosing the premium right It's not a big fee for them to join this right. Yeah, it's yeah for manufacturers It's very cost efficient to join the hdmi premium cable program They pay a low one-time fee and they send their cables to an authorized test center. That's where the certification comes in That's the main price right to get it tested so that costs them a little bit of money But it's important for them to send it get the certificate that it passed the test And then they're able to purchase these premium cable labels to put on their packaging And that's just a little sticker a little sticker. They just put it on during their packaging manufacturing and then that ensures distributors retailers and even end consumers With this anti counterfeit label that this is a legitimate product and not a counterfeit product. So this Well, so the program was launched in the end of 2015 and since then with big brands such as Hama Best Buy and Walmart There's millions of cables now that have been certified and shipped throughout the world It's growing rapidly and pretty soon both retailers and consumers will demand HDMI premium certified cables because that is the mark that guarantees that they've been tested to run for 4k 60 performance