The Consumer Electronics Assn. will expand its Entertainment Matters program at the International CES confab in January, the org announced at a kickoff event Wednesday.The initiative, which aims to bring together the entertainment and technology sectors at one of the latter industry’s biggest annual events, has also tapped Felicia Day, writer-producer-star of Web series “The Guild,” to serve as its ambassador for the Jan. 7-10 event in Las Vegas. Sponsored by Variety , Entertainment Matters will ring in its third year by adding a conference track focusing on technologies disruptive to the content biz, including the rise of the second screen and the adaptation o f hardware to cloud technology. “Entertainment Matters is about the ever-important relationship between technology manufacturers and content creators,” said Karen Chupka, CEA’s senior VP of events and conferences. The kickoff was held at UTA, which organizes the initiative with CEA. Entertainment Matters events will include Variety ‘s Entertainment Summit: Film & Technology and the IAWTV Awards. “If you really want to get a sense of how consumers are going to consume content moving forward, then you want to take a look at the kind of devices launching at CES,” said CEA research director Shawn DuBravac during a panel sesh at the presser moderated by UTA digital topper Brent Weinstein.