For the first time, Switzerland is participating in the largest media content and audiovisual fair in the world, which is being held in Las Vegas, Nevada.
Some 20,000 experts and professionals from across the media industry have converged on the neon city to take part in the four-day conference.
The fair, which started on January 22, has been organised by the National Association of Television Program Executives (NATPE). The California-based organisation provides information and hosts events dealing with the convergence of new media technologies, as well as content creation.
The organisers say the event is aimed at anyone who is into "buying, selling, developing, financing, advertising, promoting, marketing or licensing content", as well as implementing various forms of technology, such as the Internet and wireless applications.
This year's NATPE conference has brought together over 860 exhibitors, of which 380 are from outside the US. Switzerland, Korea, Israel and Belgium are all participating for the first time at the fair.
Switzerland's exhibit, entitled "Swiss Audio Vision", features 18 Swiss companies, including representatives from three domestic television broadcasters (SF DRS, TSR and TSI), nine film production companies, four television and film festivals and two cinematography companies.
The cinema centre in Zurich said Switzerland is taking part in the NATPE fair in an effort to improve the country's audiovisual reputation in the US.
The Swiss exhibit has been sponsored by the Swiss Foreign Affairs Office.
swissinfo with agencies