Sony+DVD = Digital Signage??

Some of the Infocomm information booths were sponsored by Sony. As always, I have the bad habit of peeking behind the screen and see what runs it. I was very surprised and amused to find a simple DVD connected to the beautiful Sony public display....
Is this Japanese state-of-the art technology to be showcased at the leading ProAV show??? We'll be more than happy to help out next year...