[CES 2020] CES pays attention to 'Car-tertainment'

By Park Sae-jin Posted : January 7, 2020, 10:52 Updated : January 7, 2020, 10:52

[Courtesy of Byton]

LAS VEGAS -- At CES 2020, Chinese electric vehicle maker Byton unveiled M-Byte, a new electric vehicle with a full-size 48-inch infotainment touch screen, emphasizing entertainment features.

M-Byte's infotainment system is as large as TVs installed at homes. Passengers can use the display to watch news, dramas and other content. Byton announced business ties with American companies such as ViacomCBS, AccuWeather and Xperi.

"The pilot and mass production of M-Byte will start this year," Byton CEO Daniel Kirchert told reporters. He said that his company would produce three models with enhanced entertainment capabilities.

M-Byte being produced by Byton in Nanjing, China, is equipped with a touch screen between the passenger seat and the driver's seat so that everyone in the vehicle can enjoy various content. The Chinese company will release M-Byte's budget model in 2021 and three EV models by 2023.

Byton represents a clear example of "car-tertainment," a collaboration between cars and entertainment. Because EVs are supported by new technologies such as autonomous driving, cars are now transforming into devices that are more than just means of transportation. Last year, Tesla CEO Elon Musk predicted that if autonomous vehicles become common, media functions will be the most important feature and that cars will evolve into media platforms.

At CES 2020, the emerging trend could be seen in many places. As IT technology is adopted by vehicles, the participation of vehicle electronics and parts makers has been increasing. The "media feature" has become one of the key technologies that are evolving rapidly.

Media support provided by auto parts companies is becoming very diverse, ranging from content to additional information such as weather and news to help drivers. Auto parts maker Bosch will introduce Light Drive smart glasses that allow drivers to check navigation and schedule through the glasses.

Toyota and Hyundai will also announce upgraded infotainment systems and partnerships with content companies. Content companies such as Netflix, NBC Universal, Spotify and Sirius XM are now also required to support content. CES also promotes the viewing experience of content in vehicles as it becomes an essential feature.
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