Each year, for the best part of a week, Berlin becomes the focus of the entire consumer electronics industry as the city hosts one of the world’s largest trade shows on the planet. That is this thing they call IFA.
Pronounced ee-fa by most who know her, the acronym stands for Internationale Funkausstellung Berlin, which roughly translated comes out as The Berlin Radio Show - how the show first began life in 1926.
And IFA 2010 is now underway with the technology media, including a strong Pocket-lint contingent, arriving in Germany for the press events ahead of the big show.
We'll be furiously treading the tarmac of the 21,000 square metres of floor space devoted to over 1000 exhibitors at the Messe Berlin, bringing you all the news as it breaks and getting our grubby paws on all of the new kit so we can let you guys know what's what.
But there will be plenty more going on if you're not a tablet fan - IFA has seen some pretty huge launches in the past, so expect the unexpected.
All of the big boys are here - we've already heard rumours of what Sony might be announcing, but expect to hear news from the likes of Panasonic, Sharp, Philips and LG as well.
During IFA week, be sure to check our dedicated IFA site for all of the coverage and make sure you've read all of the stories below to catch up on what we know so far about the event.