Talking with Ralph Bachofen, senior director of product management and marketing. He’s here in at least two roles—he spoke at a packed NXTcomm session on video quality for IPTV and he’s on the LG booth at InfoComm with Treveni’s digital signage software.

Specifically they’re showing the Treveni software riding atop the built in controller of the LG M4210N HD LCD—called the Ensignia Digital Signage Lobby system. This is a wireless virtually installation-free deployment; it also comes in a networked version, that plays into what Bachofen says is a desire for end-to-end, simple systems. “You power it up and it’s a sign,� Bachofen says. Treveni already has a deal to distribute the Ensignia Lobby signage system here in Vegas through Innovative.

Treveni also has a “head end� content management system called Arena that talks to the Treveni-driven Lobby and Solo signs. This brings up another important trend, the move towards seeing digital signage as a form of broadcasting and supporting it as such, a paradigm I agree with. (And the reason Bachofen even says things like “head end� is of course Treveni’s ongoing broadcast expertise).

In other news, Bachofen is hiring salespeople, particularly with broadcast and cable expertise.