One of the largest growing sectors of the audio-visual industry is digital media; sometimes referred to as "digital signage".  Combining display technology with video playback technology and software allows the ability to offer advertising, information, and environmental "eye candy" for retail stores, corporate offices, entertainment venues, hospitality, sports venues, and even highways.  As the market for digital media technology becomes more saturated, there becomes an obvious distinction between those who deploy and those who integrate.  A critical component at all levels is data integration and automation. Digital media systems, as in all technology, require administration and maintenance.  Much of the information used in digital media deployment can be found in common places on the client's network.  Choosing a signage platform that allows for integration with this information reduces operating costs.  Further it allows the integrator to mix live and evolving data into the visual content.  North American Theatrix specializes in this data integration between digital media content delivery and databases, open source software, control systems, web sites, and graphics repositories yielding an additional return on investment not realized by "brute force" content delivery.