Cutting the Cord on CES: How Bospar Turned Wireless TV Into the Show’s Biggest Disruption

Despite winning Best of CES awards in 2023, 2024 and 2025, prior agencies had delivered mostly trade coverage. The client wanted more impactful results: top-tier consumer and mainstream tech media, meaningful thought leadership for CEO Balaji Krishnan and a booth that would become a CES destination.

There were additional challenges:

• The products would not ship for six months, meaning media needed to cover vision and future impact without hands-on testing.
• The program launched in November, leaving just 2½ months before the most competitive and crowded tech conference in the U.S.
• Price points ranging from $2K to $100K required positioning within the luxury consumer tech market.

Achieving the client’s vision for CES media coverage required a PR team with deep media connections and a nuanced understanding of both premium hardware and AI ecosystems.

Bospar designed a high-impact, data-driven program. Leaning into the client as a disruptor, the product launch PR strategy challenged Google’s monopoly on smart TVs, taking on legacy mounting standards and rejecting ad-driven, subscription-heavy business models. We would  drive licensing business conversations forward by leveraging Displace’s unique OS and hardware capabilities.

By comparing Displace’s shift to Apple’s reinvention of the phone as a pocket computer, we elevated the conversation from product launch to industry transformation.

How to Get Coverage at CES

We initiated embargo outreach weeks ahead of the show, identifying and targeting top-tier media attending CES. We secured pre-briefings, built customized pitch angles and armed reporters with detailed specs, demos and executive access. Bospar generated thought leadership quotes for the media with predicted trends anticipated at the show.

We also pitched targeted media not attending the event, offering news under embargo for stories and CES roundups.

Our messaging focused on three storylines:

• “VESA Mounts Are Dead:” Highlighting Displace Hub as the wireless disruptor of the $2 billion wall-mount industry. Easy installation, no drilling holes in walls, complete portability: why consumers want to “Make it Wireless” 
• Privacy-First AI Means Your Data Never Leaves Your Living Room: Showcasing the Pro 2’s edge AI processing everything locally, keeping consumer data off the cloud in an industry known for data harvesting. Showcase the tech as a challenge to Google, Amazon, and Apple’s cloud-dependent smart home systems
• The Android Alternative: Differentiate Displace OS as the first non-Android ecosystem for TV manufacturers. Combined with wireless hardware, it creates a complete solution package

We secured pre-scheduled briefings and spontaneous drop-ins by ensuring reporters had compelling visual demos and strong creative hooks. The suction-mounted TVs, modular 110” 16K Wall and gesture controls provided headline-ready visuals.tech specs, access to executives and a creative hook that would help the coverage jump off the page to audiences. ​