Are there still Americans who haven’t heard about Wal-Mart’s efforts with RFID? Perhaps so. It certainly explains to some degree why prominent stores are working to enhance its visibility.

Last week, Wal-Mart, Best Buy and other members of EPCglobal’s Media and Entertainment Industry Interest Group announced they are conducting an item-level DVD-tagging pilot with EPC RFID tags to help ensure that DVDs are in stock and available on the store floor at the proper time.

According to RFID Journal and other news reports, media and entertainment companies participating in the two-month pilot come from all parts of the supply chain ( production studios, replicators, distributors and retailers).

The goal is to gain enough information to move toward a broader deployment of item-level RFID tags, RFID Journal reports.