Hay River (July 31/06) - Part of Craig Kovatch's job is to keep up to date on ever-changing technology.

It's so Kovatch, manager and a salesperson at Hay River's Superior Sound electronics store, can pass along what he learns to customers.

The best way to introduce new technology to people is to show them how it works, he says.

"You have to experience the technology," he explains. "You can't just rattle off the features. It goes right over their heads."

But when people see something new for themselves, they understand it much better, he says.

"Most people grasp the stuff pretty easily."

Kovatch says he loves educating people on what's new.

"That, to me, is the best part of the job."

When the light goes on in people's eyes indicating they understand what he's talking about, that shows him he has done his job, he says.

There are some exciting new things on the horizon, including the high-definition movies on DVD, which will offer three times the picture definition of standard DVDs.

"This is going to drastically change home entertainment," he says.

In addition, high-definition camcorders will soon be available.

Kovatch says he has more time to learn about what's new than salespeople in the south because the popularity of cutting-edge electronics is usually 12-18 months behind in the North.

For example, flat panel televisions have been the rage in the south for a while, he notes.

"We are just now starting to get some volume in that area," he says. "As the years go by, the gap is narrowing as to how quickly people pick up on technology."

The delay also has an advantage for customers, he notes. "The up-side is, by the time we carry it, the prices have dropped considerably."

Kovatch says he keeps up to date on changes in a couple of ways, including reading trade publications.

"But the biggest one is the Internet," he says.

"I hang out in Internet forums which deal with consumer electronics."

The forums, where people can post questions, include consumers and industry insiders. Kovatch, 33, began working in the family business when he was just 11 years old.

Back then, he would handle video rentals and ring in sales.

"I was kind of the gofer," he recalls. "But I was always eager to learn."