Creative bags four awards at CES

CREATIVE Technology's ballroom at the annual CES show in Las Vegas has not buzzed with this level of activity in 20 years.

The homegrown audio tech firm launched its new Super X-Fi (SXFI) headphone technology worldwide on Tuesday. As word spread after the first day of demonstrations in its red-curtained studio set up in the Venetian hotel, hundreds of curious media and industry players came striding through the doors. Some possible collaborators also turned up unannounced.

Visitors with badges from Microsoft, Facebook and a unit of a Chinese Internet giant were spotted in the ballroom. Someone asked if SXFI could possibly be installed in cars.